Whole Foods Market’s Cofounder and CEO for 44 years, John Mackey offers an intimate and provocative account of the rise of this iconic company and the personal and spiritual journey that inspired its remarkable impact.

The growth of Whole Foods isn’t just a business success story—it’s the story of a retail, cultural, and dietary revolution that has forever changed the industry and the way we eat. After more than four decades at the helm, John Mackey is ready to share never-before-told tales of the people and passions behind the beloved brand.

The Whole Story invites readers on the adventure of building Whole Foods Market: the colorful cast of idealists and foodies who formed the company’s DNA, the many breakthroughs and missteps; the camaraderie and the conflict, and the narrowly avoided disasters. Mackey takes us inside some of the most consequential decisions he had to make and honestly shares his regrets looking back.

For the millions of people who know and love Whole Foods, Mackey’s story is a candid look at the fellowship and meaning born of a shared mission and how an inimitable entrepreneur shepherded a startup hippy food store into the market-leading international brand it is today. John Mackey is an entrepreneur and the co-founder and visionary of Whole Foods Market. In his 44 years of service as CEO, the natural and organic grocer grew from a single store in Austin, Texas, to 540 stores in the U.S., U.K. and Canada, with annual sales exceeding $22 billion. Mackey co-founded the Conscious Capitalism Movement and co-authored a New York Times and Wall Street Journal best-selling book entitled Conscious Capitalism: Liberating the Heroic Spirit of Business and follow up, Conscious Leadership: Elevating Humanity Through Business. He is also the co-author of The Whole Foods Diet: The Lifesaving Plan for Health and Longevityand The Whole Foods Cookbook: 120 Delicious and Healthy Plant-Centered Recipes. Mackey currently serves on the board of directors for Conscious Capitalism, The Motley Fool, CATO Institute, The Institute for Cultural Evolution, and Students for Liberty and is pursuing his next business venture, Love.Life.

Shermer and Mackey discuss: timing is everything: how the 70s shaped a natural foods empire • mentors, education, and the entrepreneurial spirit • scaling up: from a single store to a market revolution • challenging business norms: unions, salaries, and ownership models • food quality: private vs. government regulation • spiritual evolution: Christianity and Eastern wisdom to psychedelics • political transformation: co-op dweller to libertarian capitalist • the IPO experience: taking whole foods public • ultra-marathon hiking: pushing physical and mental limits.

Intrigued? Listen to John Mackey’s fascinating story of personal growth and business innovation.