The Whole Foods Story: Why the elite supermarket's stock is tanking, and why it shouldn't be. "Slowly but surely, Americans are trading in iceberg lettuce for arugula, mache, and mesclun, Wonder Bread for baguettes, Crisco for lardo. And as much as the culture of food snobbery may seem advanced in New York, San Francisco, and Seattle, it is still in its relative infancy in the vast spaces in between the coasts."