the buzz log

The stereotypical Whole Foods shopper is not a gun-toting protester. Instead, the natural-food consumers carry reusable totes. But some shoppers of the organic market are up in arms over a Wall Street Journal editorial by John Mackey, the store's CEO, decrying Obama's push for health care reform.

The head of the company warned that the president's plan would move the country "much closer to a complete governmental takeover of our health care system." Hold on. The head of Whole Foods, the market that serves high-end hippies with bleeding hearts and large wallets, publicly criticized Obama? Does the guy know who shops at his store?

Just in case not, some shoppers are putting down their locally sourced zucchini and signing on to a boycott. The Boycott Whole Foods Facebook group already has over 27,000 members. In the last seven days alone, searches on "whole foods boycott" have surged 300%. Other queries on the controversy include "john mackey whole foods," "whole foods wall street journal," and "whole foods health care."

The movement has moved from the Web to the street, with picketers at stores in places like West Hollywood, Austin, and New York City.

After the overwhelmingly negative reaction from customers, Mackey tried to make nice on his blog. It wasn't Whole Foods talking, he wrote, it was just him. But supporters of health care reform failed to see the difference. While the financial impact to the store has been minimal, the online impact has been notable: Over 17,000 comments to the Whole Foods Web Forum on the topic alone, compared with 250 posts on favorite recipes.

We're guessing Mr. CEO is going to have to make nice to his staff for handling all those comments, too.