There's a certain feel of hyperreality in those stores, their hiring guidelines must be a great read. I'm fascinated by how cashiers always appear to me as the same prototype of fabricated cool-and-polite-and-supernice robots. A few smiles, a little bit of small talk, sometimes a bit more chat on random things "oh I love that stuff! it's sooooo good!". I feel like WF is trying to tell me that those guys are not working here, they are just super cool and they are helping the distribution of organic food which is good for my health and important for the well being of the world. Oh and WF must be an NGO actually.
A few times a year, they do some fundraising at the cash register. It typically happens in the ultimate phase of the credit card translation (before the single/double inside/outside question). Cool cashier usually loudly asks "Whether I would like to donate some money to awesome charity helping orphaned children with cancer". The technique is pure genius both in terms of timing and leverage of peer pressure. The two options available are looking like a monster to the people in line behind, or directly financing the advertisement of whole foods as an ethical leader.