We satisfy, delight and nourish our customers. Its not just about selling someone something. Whole Foods wants each customer to not only be happy but delighted. Delighted customers return and make for a better environment for everyone. Also they will tell there friends about their experience. No artificial flavors, colors, hydrogenated oils are in any foods on the shelves at Whole Foods. Now that's caring for the customer- even when they themselves may not know the dangers of certain food additives.