At times, the Whole Foods selection slips from the pseudoscientific into the quasi-religious. It’s not just the Ezekiel 4:9 bread its recipe drawn from the eponymous Bible verse, or Dr. Bronner’s Magic Soaps, or Vitamineral Earth’s “Sacred Healing Food.” It’s also, at least for Jewish shoppers, the taboos that have grown up around the company’s Organic Integrity effort, all of which sound eerily like kosher law. There’s a sign in the Durham store suggesting that shoppers bag their organic and conventional fruit separately—lest one rub off on the other—and grind their organic coffees at home—because the Whole Foods grinders process conventional coffee, too, and so might transfer some non-organic dust. “This slicer used for cutting both CONVENTIONAL and ORGANIC breads” warns a sign above the Durham location’s bread slicer. Synagogue kitchens are the only other places in which I’ve seen signs implying that level of food-separation purity.
Still, we let it off the hook. Why? Two reasons come to mind. The first is that Whole Foods is a for-profit business, while the Creation Museum is the manifestation of an explicitly religious and political movement. For some reason, there’s a special stream of American rage directed at ideological attacks on science that seems to evaporate when the offender is a for-profit corporation.