Whole Foods is doing an interesting tool to capitalize on the "reduce your carbon footprint" bandwagon. This page features links to their carbon calculator tool, their booklet on their 30-reduction plan (provided in .pdf, but no note on whether you can print the coupons you want to use at home and take them in), a pledge to reduce your footprint, and information.
The booklet is designed to encourage reducing by buying new products. I am disappointed by this because there is a fundamental disconnect between reducing carbon by buying more stuff. But, as Joseph Heath and Andrew Potter write:
... the critique of mass society has been one of the most powerful forces driving consumerism for more than 40 years."The Rebel Sell"
Rather than telling me which new products my life is incomplete without, I'd like a 30 step guide that would include projects like "Brainstorm 25 ways to use a t-shirt". I'd like to be able to mail my Burt's Bees organic body wash bottle in for a refill, not encouragement to recycle it.
If you want the bottom line, here's their list of 30 tips. Looking over it, I pretty much agree with what's there. I'm surprised and pleased by the plug for local grown food and home-grown food... seeing as they're in business to sell food and not plants. ;-)