Ethos groceries and countercultural appetites: Consuming memory in Whole Foods’ brand utopia

The essay discusses the role of the Whole Foods supermarket chain in the rise of ethical food consumption ideology in the U.S., specifically focusing on the way the grocery chain has appropriated this counter-cultural ideal as a means to increase profit. The increased popularity of the store among U.S. baby boomers is extensively analyzed. Broadly, the author is concerned with the ways in which such health food stores connect consumer culture with larger globalizing economic trends