Whole Foods Market has 350-plus stores, with record profit, and its expansion has garnered extra media attention for successes and missteps alike. News coverage of the retailer's language guidelines, criticism of a Detroit location and pushback after an op-ed about the Patient Protection and Affordable Care Act has made company leaders "a lot more careful about when we speak, that we're speaking on behalf of the company, and if we are speaking individually, being very clear that that's the case," co-CEO Walter Robb said.

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