44.  American consumers increasingly and consciously seek out “natural” ingredients  in their packaged foods.  Once a small niche market, natural product sales through retail channels  reached $65 billion in 2010, and continue to grow today.     45.  Consumers value “all natural” ingredients for a myriad of reasons, including  perceived benefits of avoiding disease, attaining health and wellness, helping the environment,  assisting local farmers, assisting factory workers who would otherwise be exposed to synthetic  and hazardous substances, and financially supporting the companies that share these values.    46.  Hoping to capture this growing market, Whole Foods labels and advertises its  products as “organic” or containing “nothing artificial,” and makes other similar representations  detailed fully below.    47.  Whole Foods also carefully cultivates its image as a healthy, eco-friendly,  worker-friendly brand — the kind of company whose label claims can be trusted.  Whole Foods  further markets itself as an expert source of information on all things organic and natural.   Further, Whole Foods markets itself as an expert in environmental programming and  information, offering advice on sustainability and organic farming and broadcasting  environmental videos.  