Whole Foods Market is a worthy candidate for a leafy logo. Whole Foods not only shows a concern for delivering the freshest organic foods, but also has a keen interest in sustainability and social responsibility that sets itself apart from its competitors.

Like any other organic retailer though, Whole Foods will always face the “price” problem, no matter how admirable its company mission is. It is constantly battling to shake the “Whole Paycheck” mentality, which runs rampant among its critics. To many, Whole Foods is nothing more than a grocery outlet for the extremely wealthy or the extremely hippie, yet in reality, Whole Foods is working hard to make itself approachable to anyone and everyone.

There is definitely a perceived elitism and sophistication around the whole foods industry, which goes beyond Whole Foods Market specifically. Whether that perceived exclusivity is a good thing or not, is up for discussion. The success of the business thus far would lead one to believe that what’s working is what will continue to work. But maybe the next step for Whole Foods is to shake its stigmas and become an approachable option for everyone. Maybe Whole Foods will carry the standard in the movement toward sustainability. It has certainly positioned itself to a flag bearer. It might be nice to have a mainstream powerhouse in the industry with such solid values.

Explanation of the Leaf of the Day.