This is probably true.
But some business leaders go out of their way to insert themselves into the public political sphere. When they do this, they carry with them the reputation they have developed as a business leader, and they are relying on that reputation (at least in some measure) to convince people of the validity of their position. If they’re going to trade on their corporate image, they have to be prepared for it to backfire with some of their customers.
Also, as Dangerosa notes, Whole Foods is a company that makes strong appeals to its customers based on a particular set of values and a particular brand image, and it shouldn’t be surprised if those customers see a contradiction between its expressed beliefs and this particular position. I know there is no necessary contradiction between advocating a healthy, sustainable lifestyle, on the one hand, and advocating against Obama’s healthcare plan, on the other, but the fact is that a majority of Whole Foods’ clientele probably see it differently.
Well, if he had made some offhand remarks that got “play in the paper,” i might agree with you. But this CEO didn’t just get “quoted in an article they read”; he wrote an editorial for the Wall Street Journal, which is a bit different from having a few words quoted in the Austin-American Statesman. The WSJ is a national organ that is aimed clearly at business and policy leaders in the United States. Choosing to write an editorial there is choosing to insert yourself into political debate at the national level. If you don’t want to bear national scrutiny and the possible consequences, it’s probably best not to do it.