For Whole Foods CEO, a cartload of controversy

John Mackey’s screed on health care reform has riled many customers. Did the big boss step in it?

The most fundamental rule of media training that I discuss with every executive is this: “If you could attach a dollar to every word that comes out of your mouth, would you make money or lose money?”

That brings us to Whole Foods and the much-publicized letter to the editor in The Wall Street Journal, about health care reform.

And in just a bit, we’ll introduce you to new media training concepts for this Austin-based company, which include folksy comparisons to hornets, hunting dogs and, well, cow poop.

CEO John Mackey laid out eight steps that he thinks would help solve health care problems in the United States. His letter inspired a firestorm of debate, as well as calls for boycotts and a Facebook page dedicated to the boycott.