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The Washington Post reports that the US Patent and Trademark Office has rejected Whole Foods' application to register the slogan, "World's Healthiest Grocery Store."

According to the story, "The agency said it rejected the trademark because it makes a 'laudatory' claim, or is based on exaggerated praise that can't be proven or has not been proved true ... Whole Foods will have six months to update and refile the case and may choose not to do so, although that seems unlikely."
KC's View:
Not only can't the slogan be proven, but co-CEO John Mackey has been blunt about saying that a large percentage of the products sold in his story aren't healthy, and he'd get rid of them if he could.

This is hubris, pure and simple.