John Mackey

Mm-hmm.

Oh, you know.

I mean, it's like...

If I were still CEO of Whole Foods, we'd be approaching Erewhon differently than current management.

Let's put it that way.

Well, I have a lot of respect for Erewhon.

I think they're doing a great job.

And so I admire what they've accomplished.

If I was still CEO of Whole Foods, I did retire about three years ago now, we'd approach Erewhon differently.

I wouldn't concede sort of the high end of the market to them.

I would compete.

In fact, we had created a new brand called Ideal Market.

We had the trademark for Ideal Market.

And we had one and we had a...

original one in Colorado, and then we opened a second one in Boulder, and then we had a second one in Denver.

And it was similar to a lot of the things that Erwan's doing.

And the idea was to open Ideal Markets in the LA market.

Let's just say the head of marketing really didn't like that idea because she believed that it'd be difficult to support another brand, a brand name.

And that Whole Foods could compete.

And I thought, well,