Are you a "Whole Foods Woman"?

Do you do yoga?

Do you have "eco-guilt" (it drives you to buy expensive products because they are green and good for you)?

Must you have a reusable water bottle?

Is buying conventionally-grown produce a betrayal of your core values (even when organic is twice as much)?

 If yes, then you might be a WFW--a Whole Foods Woman. 

The "Whole Foods" woman (in New York, at least) has existed since the supermarket/lifestyle chain opened its NYC location on 14th street in Union Square a few years ago. Once we got over the shock of having a centrally-located grocery store that was clean, offered edible produce, and wasn't overrun with rats, we started to develop preferences and tendencies never before possible. (Goji berries? Organic flax seed oil? Say wa?) 

WFW's counterpart, according to this article on Sigg water bottles, is the "Geek Chic" guy, who is still proudly into Radiohead and Converse sneakers (so over already). (Although, I think the write might be off about this pairing. The WFW seems like a single professional, whereas the GCG seems like he just graduated from high school. Or am I really in denial about the differences between men and women?!?!)

One thing the writer is definitely *not* off about is the crazy profits on Sigg water bottles. This Forbes article is  worth a read. Since 2005, Sigg has enjoyed 130% increase in sales each year. The article says, "At $70 million, the U.S. market represents over 70% of Sigg Switzerland's overall sales." Yikes, guys! We forget that doing good, going green, still makes someone a lot of money: We are all just consumers after all. Bummer.

And get this: they jacked the price by 25% to make us buy the damned bottles. Yes, we're all a little bit gross. 

True confession: I own a Sigg bottle. It is cute, but also heavy, and I don't love the narrow mouth. Maybe if I had the best-selling, Bollywood-influenced design called "Maha," though, I'd feel differently. For now, I prefer to sip from the wide-mouthed Nalgene when I'm at my desk.

(I'm just racking up bills pursuing my consumer rights to sample them all, aren't I?)