In 2006, the company introduced a hot beverage paper cup with 10% post-consumer recycled fiber and in 2008 it rolled out a new plastic cup that has less of an environmental impact than its original plastic cups.
That, at least, is the reassuring tale told in the brochure (printed on recycled paper, of course)available for discerning shoppers at the track-lit, pristine poultry cooler in Whole Foods stores.