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Thursday, August 5, 2010

Why Choosy Hippies Won't Be Choosing Whole Foods Peanut Butter

Posted By on Thu, Aug 5, 2010 at 6:47 PM

click to enlarge Whole Foods' 365: Taking its cue from Jif? - GRIST
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  • Whole Foods' 365: Taking its cue from Jif?
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Whole Foods turned Tom Philpott's peanut butter to shit. The Grist food editor ― hippie-like ― usually grinds his own at the kind of nut mulchers Rainbow has. Dump in goobers, and the shiny paste wiggles out the bottom and into the crock you brought from home. But, says Philpott, the odd sale gets him to buy the pre-ground, so-called natural stuff, the kind with and inch of peanut oil on the top that's impossible to mix without making it sluice down the sides of the jar.

Recently though, Philpott bought a jar of the Whole Foods house brand, 365, only to find it whipped and homogenized and sweetened like a tub of Jif. The offending additives: palm oil, salt, and sugar, albeit pure-cane organic. Cue the outraged WTF:

Taking its cue from the junk-food industry, Whole Foods is tarting up its organic peanut butter with added fat and sugar. And you know what? It sucks. It's skin-crawlingly unctuous, and the roast-peanut flavor is muted. It's not peanut butter, it's "peanut butter." It panders to the taste of kids whose palates have been brutalized by Big Food's legion of flavor engineers.
Bastards. First they came for our People's Donuts, and we did not speak out. Then they came for our kombucha, and we did not speak out. Now they're coming for our peanut butter. What's a hippie to do?

At least, Philpott writes, Trader Joe's still stocks the oily-jar stuff.

Follow us on Twitter: @SFoodie. Contact me at John.Birdsall@SFWeekly.com

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