“The great thing about blogging is that I don’t need you journalists to interpret me anymore.”
— Whole Foods CEO John Mackey, in a Q&A with Fortune in July 2007. Back then, Mackey’s blog campaign to acquire Wild Oats, a major competitor, drew the ire of the Federal Trade Commission. Now the controversy-courting boss is in hot water again over another piece of writing: a Wall Street Journal op-ed in which he proposes less government involvement in health care. The op-ed hit a nerve with Whole Food customers. Some are rallying for a boycott of the natural-foods grocery giant.–Jessica Shambora