This essay is an ethnographic study of the Whole Foods Market located in Kensington, London. Whole Foods Market is a niche supermarket that sells high-quality organic and natural products at high prices. In this essay I will provide a brief ethics orientation regarding the concepts of corporate social responsibility - macroethics and business ethics - microethics and the theoretical frameworks of consequentialism, deontology and virtue ethics. I will use the deontological framework in ethics designed by Immanuel Kant to evaluate whether the marketing strategy and products sold at Whole Foods Market support their principle of "organic and natural." My ethnographic study took place at Whole Foods Market in Kensington, London. Before entering the store, I carefully examined the front windows. The produce on display included fresh, very red apples that were stacked. The apples were placed on a tray and table to provide the product with lift and increase the visibility of the product for all to see. Another display case sold books written by several authors whose expertise includes organic foods and agriculture. Behind the stack of books was a poster with an image of each book, highlighting the names of the authors and quotes made by the authors in the book. The window also featured information about the store supporting products made by local farmers in the Kensington area. The products were sold in shops and the names of the farmers and the foods that the farmers sold were written. The colors used by the organization regarding the store layout and marketing posters were tan and green, which highlights Whole Foods Market's green credentials to existing, new and potential customers. The layout of the… middle of paper… The market makes this a primary issue and puts it into their code of conduct before the business begins. Lahdesmaki (2005) argues that marketing can be an ethical contract between businesses and their customers. Therefore, companies are morally obliged to inform their customers about the products in the store and to provide all the necessary information through the marketing strategy so that the customer can make informed decisions about their purchase. Whole Foods Market exhibits quality ethical framework in relation to its marketing strategy. The analysis of the organization and its marketing strategy was carried out within the scope of deontological theory. The supermarket fulfilled its ethical duty by informing customers about the products in the store and showing them the preparation area, thus justifying the high prices at which high-quality organic and natural products are sold.