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Pollan challenges the Whole Food's Supermarket for it's involvement in the "industrial organic complex." Though I don't trust Pollan in everything he says in his writing, I do believe him when he talks about the Whole Food's Supermarket and how this institution does a billion things to convince people to buy their food. As the name suggests the Whole Food's Supermarket IS and industry and so their main goal is to make money while not getting sued. So while they are, in my opinion, trying their best not to screw up anything in the process of making the product, besides this their main focus is to make money. This whole world, even food (especially food) revolves around money. I wouldn't have expected any other outcome from his research in the Whole Food's Supermarket.