Mackey started out in the healthy-eating business by opening a vegetarian food store with his then-girlfriend in Austin, Tex. Today, Whole Foods has more than 300 locations. Key to Whole Foods' success, says Mackey: a message that can mobilize a company. "I'm not saying that every team member who works for us is passionately on fire about everything we're doing," he said. "But a pretty large percentage are, and they are out there living the core values every single day, talking it up with our customers and our vendors. That's how things happen at Whole Foods."