yeah. i was referencing michael pollan who has criticized whole foods as a place where the genre "supermarket pastoral" reigns. he illustrates supermarket pastoral with quotes and images of food pornography otherwise known as labeling on products sold at whole foods. then, he shows how those products make claims to the pastoral origins of the product -- butter, milk, and meat from cows grazing on beautiful green pastures for instance. the cows are said to be serene and crap like that.
(crap, btw, shane is simply a word i use and does not necess. really mean crap -- as in junk.)
but it turns out that when he investigates the actual producers making such claims, their cows are not really roaming any pastures at all. chickens in the poultry company that labels its food organic and calls its crap "free range" are, of course, free to leave their coops and peck away at the grassland outside. except that they are bred under conditions that mean that they do not actually ever bother to go outside. (i've already quoted pollan on this in the crap i've posted about pollan here before)
shag