Concerned that big organic brands like Silk, Peace Cereal, and Horizon were reducing organic’s market share by going "natural," OCA launched a campaign to alert consumers that "natural" foods are just green-washed conventional foods sold at a premium price. Our targets were Whole Foods and UNFI, the nation’s largest retailer and distributor of certified organic and so-called "natural" products.

Little more than a month and over 8,000 letters later, Whole Foods CEO John Mackey admitted Whole Foods sells a "bunch of junk" and announced that the company would expand its offerings of organic food.

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