I try to follow what grandma taught me. Try to avoid all food with a devil's mark. (bar code, devil's talons). The devils mark can be only on packaged processed no-food-food.

Less processed foods the better ,eat next to nothing in processed meat foods,,so many nitrates etc but pure meat it self ,yes to it but in moderation

What I said before, AND the fact that Whole Foods' commitment to the welfare and humane treatment of animals at their farm sources is a BIG LIE!!! So, I wouldn't even listen to anything the CEO says.

Let's see... Budha, Mohammed, Jesus... they all ate Meat... so who am I to argue with a diety diet?

I don't think they were ever designed to be a staple in a diet. I think it was supposed to be for when one was seriously craving meat, but must ethically avoid it. More of a side dish. Was he talking about things like tofurkey, or things like seitan?