Whole Foods and its current brand perception

On August 12, the CEO of Whole Foods, John Mackey, wrote an opinion piece in the Wall Street Journal about his personal stance on health care. He doesn't believe in government run health care, you can see more of his views here. However, the general consumer at Whole Foods does not take this stance, which has lead for many consumers to start an online boycott of the store.

Mashable recently examined Whole Foods reputation online after these comments were made. Using YouGov, they saw that on a scale of 100 to -100, 0 being a neutral point, Whole Foods score started at 22.8 on August 12 before the op-ed column and fell to 13.6 on August 20. Mashable credits this to the Boycott Whole Foods Facebook group, which has grown to over 28,885 members.