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Make everyone feel a little better

Counting your stuff in the express line is always a source of tension. So is counting the stuff of the guy ahead of you.

But 3 letters make it go away — ish. That’s the change in this sign at Whole Foods.

A looser policy won’t stop abusers, but neither did a firm rule of 10 items.

But “ish” makes us care less, stress less, and feel a bit happier when we leave the store.

Whole foods express

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  1. Natasha February 24, 2014 at 3:52 pm #


    I LOVE this idea. That is our policy. (15) or less items at one time. You can bring in 15 a day, but I LOVE the “ish” We never limit anyone who brings more but try to keep it close. And that is also what our hours say. 11ish -6ish….. :)

    Love you!


  2. Elizabeth Wiggins Ketchem February 24, 2014 at 4:49 pm #

    I love -ish. I wish everyone was like this!! And btw I could never limit folks-what if they picked the wrong ten items and left the really awesome one thing I would love to have at home???

  3. Sylvia Fratangelo February 24, 2014 at 7:02 pm #

    I wish I could take everything! I need to limited items brought in as well as I only accept items on 1 day of the week. I am a one man operation with a small space and high high rent. I will use -ish on the number of items, it is much more positive and friendly!

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