When Whole Foods Market CEO John Mackey famously declared in 2009, “We sell a bunch of junk,” his statement galvanized the giant natural foods chain to reestablish itself as a center for health. The next year, in addition to adding a wellness-focused addendum to its mission statement, the Austin, Texas-based chain launched a healthy-eating campaign that included a wildly successful 28-day vegan diet challenge based on Rip Esselstyn’s book, The Engine 2 Diet (Wellness Central, 2009).