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Whole Foods Market tries to embody all of the principles of conscious capitalism all the time, but like any person or company, we sometimes fall short.

I've been a foodie most of my life. I started when I lived for a year in Germany in my early 20s, and here was this new food environment, and I decided I needed to make sense of it. And I found it was the rules of economics that do the best job. Food is a capitalist product of supply and demand.

I think for diners, it is about crafting an identity around food which we have not really had in a mainstream way in this country. So there is a mass movement of people who identify themselves through their food preferences or even just that they prioritize food - that's where we get this idea of being a foodie.

When I wake up, I'm like, 'I gotta go to Whole Foods.' I'm constantly reading cookbooks; I bring hardcover cookbooks with me on the plane and tag pages. I just have this crazy food obsession.

I'm a big Whole Foods fan.

The whole debate on what food is best for us is complex, ongoing and often controlled by vested interests.

I realized that food was actually a metaphor for bringing us all together. It's about us communicating and being like family.

Food is everything we are. It's an extension of nationalist feeling, ethnic feeling, your personal history, your province, your region, your tribe, your grandma. It's inseparable from those from the get-go.