Checking out @wholefoods today and I was informed that the bags are now one inch shorter because that was better for the environment.  That is probably somewhat true, and probably adds a little margin into a business where you get margin anywhere you can get.

But my question is, will the new bags hold my f***ing food properly and not break? I mean seriously, not everyone is an “eco-psycho” who obsesses about these issues.

In fact, if I was running Whole Foods I’d be much more concerned about getting new customers in the door than coddling the eco-psycho crowd. Their customer base consists of people who are looking to not get poisoned, and athletes who obsess about burning fat.

When you get a new customer in the door, they are already pretty intimidated about shopping at Whole Foods for the first time. If they buy some food, and then their bag breaks, do you think they are going to come back? Probably not.