Walk down the aisles of any Whole Foods Market (WFM) or browse the wholesale catalogue of industry giant United Natural Foods (UNFI) and look closely. What do you see? Row after row of attractively displayed, but mostly non-organic "natural" (i.e. conventional) foods and products. By marketing sleight of hand, these conventional foods, vitamins, private label "365" items, and personal care products become "natural" or "almost organic" (and overpriced) in the Whole Foods setting. The overwhelming majority of WFM products, even their best-selling private label, "365" house brand, are not organic, but rather the products of chemical-intensive and energy-intensive farm and food production factories. Test these so-called natural products in a lab and what will you find: pesticide residues, Genetically Modified Organisms, and a long list of problematic and/or carcinogenic synthetic chemicals and additives. Trace these products back to the farm or factory and what will you find: climate destabilizing chemical fertilizers, pesticides, fungicides, herbicides, and sewage sludge-not to mention exploited farm workers and workers in the food processing industry. Of course there are many products in WFM (and in UNFI's catalogue} that bear the label "USDA Organic." But the overwhelming majority of their products, even their best selling private label, "365," are not.