Whole Foods Market is a relentlessly hip American supermarket chain which prides itself on organic fruits and vegetables, gluten-free just-about-everything, and high-end touches like wine bars and exotic take out items (roasted yucca, anyone?). The health products aisle is stocked with Bach Flower and homeopathic remedies. For example, in-house brand Flu Ease: “an established homeopathic formula that should be taken at the first sign of flu for temporary relief of symptoms including fever chills and body aches.”
Selling Flu Ease and like products certainly exhibits a lack of appreciation for scientific evidence, not to mention basic science. But I recently saw a product in the checkout line that was so filled with over-the-top quackery and so shocking in its disregard for the public’s health that I haven’t been back to Whole Foods since. And I won’t be going back.
The product? A glossy, slickly produced magazine with the conspiracy-minded title What Doctors Don’t Tell You. The April, 2014, issue promises, in banner headline font size, a “New Light on Cancer.” It features the well-known symbol of fighting breast cancer, a loop of pink ribbon, but with a tear in the middle of the loop. We’ll look into this “new light” in a bit.
WDDTY, as it is widely known, is a British export. The magazine launched there a couple of years ago as a companion to the website of the same name, which has been around since 1989. Both are the creation of Lynne McTaggert and Bryan Hubbard. She claimed, in 2012, that the magazine has a circulation of 40,000. I am not sure when it made its American debut, but this is the first I’ve seen of it.