This week's cover story, You Are Where You Eat
, by Beth Hawkins
, discusses how one's choices as a consumer are linked to one's larger identity. An excerpt: "Whole Foods controls its image by controlling its inventory. It's as if one dented orange box of Gain laundry detergent would cause the entire artifice to topple. Instead of Pillsbury and Minute Maid, the lower-end items on the shelves are econo brands, known in the trade as 'private labels.' ... But as it turns out, the signs in Whole Foods don't tell the whole story. Many of the organic products on the store's blond wooden shelves are in fact produced by big agribusiness." Read the story here
, then come back to discuss it.