whole food continues to seek ways to differentiate itself the competition. As the ChapterCase noted, the firm spends 5 percent of its net profits on a variety of charities, and it also provides opportunities for patrons to contribute to such causes. In September 2010, Whole Foods enhanced a back to school project it started in 2009. It set a goal to put 300 salad bars in public school within a 50-miles radius of any whole Foods store. The firm solicited contributions from customers for this cause. In February 2011, Whole Foods announced the fundraising had surpassed the original $750000 goal. With over $1.4 million in collections, the company expanded the program to more than 500 elementary, middle, and high schools across the United states. Whole Foods is also expanding its in-store educational efforts with wellness clubs in some stores in the summer of 2011. these dedicated areas of the store give customers a chance to learn first-hand about healthy cooking and eating. In an interview on the impact of the recent recession, CEO john Mackey noted that while there was some impact on the firm,s financials, there also were other considerations.