John Mackey – the founder, CEO and marketing genius behind Whole Foods – finds himself in an organic, unsustainable mess with his carefully cultivated affluent, liberal customer base after penning an Op-Ed in the Wall Street Journal titled, “The Whole Foods Alternative to ObamaCare.”

For starters, Mr. Mackey opens with a line from known-liberal-allergen Margaret Thatcher that features the dreaded “S” word: “The problem with socialism is that eventually you run out of other people’s money.” Then he goes on to provide eight sensible free-market solutions gleaned from his company’s well-regarded employee health care program.

Mr. Mackey, a free-market libertarian, is now at the mercy of an unforgiving grass-roots mob intent on destroying his company. More than 25,000 people have signed on to a Whole Foods boycott on Facebook.

“Whole Foods has built its brand with the dollars of deceived progressives,” the online petition reads. “Let them know your money will no longer go to support Whole Foods’ anti-union, anti-health insurance reform, right-wing activities.”

A complementary Web site, WholeBoycott.com, features unintentionally comical video testimonials from aggrieved former customers. The mainstream media have picked up on the story and fanned the flames.

The success of Whole Foods is largely built on Mr. Mackey’s understanding of the liberal mind. It wants the good life – but with instant absolution for the sin of conspicuous consumption. Whole Foods is marketing at its best. Iconography and slogans throughout the store – not unlike those Barack Obama used to win the presidency – tell the shopper they are saving the planet in large and small ways.

The product is so good even conservatives and skeptics are willing to play along.

But Mr. Mackey missed the key ingredient of modern liberalism: intolerance to the ideas of nonliberals. And this miscalculation may prove to be devastating to his multibillion-dollar business.

Everywhere one looks these days, the intolerance of self-avowed liberals is on display. Especially since Mr. Obama came to power.

The purportedly open-minded and empathic among us who now run everything – save for NASCAR and Nashville – openly wage war against those who dare disagree.

Witness Steny Hoyer and Nancy Pelosi’s joint-penned editorial in USA Today in which the House’s two top Democrats describe those publicly questioning Mr. Obama’s proposed health care system overhaul as “un-American.”

You can read the column in full here.