John Mackey, the eccentric CEO of Whole Foods, is literally putting his money where his mouth is — provided his employees put less food in theirs. In January, Mackey released a letter to Whole Foods “team members” announcing a new incentive program aimed at making its employees as synonymous with healthy living as the high-end grocery chain itself. In addition to enjoying an existing 20% discount on in-store products, staff will now be able to obtain up to an additional 10% off their weekly order of apple cereal bars and organic black beans if they meet certain health requirements.
But here’s where it gets complicated. Those who sign up for the voluntary program will be screened based on four indicators — cholesterol count, blood pressure, body-mass index and a nicotine-free lifestyle — and then be placed at the bronze, silver, gold or platinum discount level. The minimum requirements for an employee to reach the bronze level (for a 22% discount) are a cholesterol count less than 195, a blood pressure of 140/90, and a BMI of less than 30. Those aiming for the full 30% platinum discount must have a BMI of less than 24. Smoking disqualifies employees from any additional discount above the standard 20%, as does a body-mass index of 30 or higher (which, on the BMI scale, represents obesity).

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