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They're not "holier than thou." The founder and CEO, John Mackey, is a firm libertarian, not a liberal, and was very anti-Obamacare early on (and was threatened with a boycott by libs for it). I happen to like the company. The quality of food is superb and the customer service is next to none.

I happen to have boycotted Whole Foods for more than a decade...and here's why conservatives SHOULD be boycotting them!

Whole Foods is STILL on the boycott list for giving $ to Planned Parenthood (link below dated late April 2016): Pro-Life Group Lists Every Company Backing Planned Parenthood

Life Decisions Intl has been the org monitoring CorpAmerica the longest on Planned Parenthood connections, and explained that Whole Foods was simply too libertarian when it came to refraining to tell their stores to stop giving to Planned Parenthood at the local level:

LDI singled out longtime boycott target Whole Foods Market for special attention. "Whole Foods Market has been misleading pro-life consumers for many years. Statements from the Company vary, depending on who is doing the talking at the time," LDI Director of Communications Ken Garvey. "Whole Foods has been emphasizing that it does not support Planned Parenthood at the corporate level, but it does do so on the local level. Corporate officials are telling pro-life advocates it is acceptable to shop at Whole Foods if their particular local market does not give to Planned Parenthood. As one Whole Foods officials said, 'As I explain to many of the people you encourage to boycott us, check with your local store and see if they donate. Many are happy with this.'"

"We are surprised that any pro-life consumer would fail to see how they are being manipulated by Whole Foods," Garvey said. "Whole Foods could put an immediate stop to support of Planned Parenthood if the chief executive officer chose to do so. Would the 'decentralized giving program' excuse be acceptable to the Humane Society if a local market chose to make a donation to support dog fighting. Certainly not. Corporate headquarters would put an immediate stop to it. Pro-lifers should view Planned Parenthood in the same way."

Garvey noted that Whole Foods stores located in liberal areas are supporting the pro-abortion group while those in more conservative areas are pleading ignorance and innocence. "It is foolhardy to buy into the idea that one may shop at Whole Foods if their local store claims it is not funding Planned Parenthood," he said. "Every pro-life consumer who accepts this 'reasoning' is doing great damage to the Pro-Life Movement in general and the Corporate Funding Project in particular."
Source: Newly Identified Corporate Supporters of Planned Parenthood Named (2009)