There is a reason of why Whole Foods cooperate with "Animal welfare"-organizations to promote "Animal Compassionate" Standards, which consists of a marketing scheme promoting "happy exploitation" of animals:
http://www.humanemyth.org/mediabase/1009.htm
They know that efforts like that increase their sales.
Please study the link and the provided resources.
One excerpt: "To learn how the agenda of large corporate animal charities and that of one of the largest meat retailers in America merged, ushering in the "happy meat" era during which self-described vegans began developing and promoting "new and improved" animal products, view the 12 minute video,"Breaking Veganism"
To see how the reputation of formerly respected animal advocates, along with the credibility of large animal protection charities, are currently being put in service of developing and promoting misleading "humane" labeling schemes which serve to increase profits for animal-exploiting mega-corporations like Whole Foods, view the 9 minute video Putting the Happy in Happy Meat"
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