Grocer Works to Repair Its Image

Although the company's stock dipped slightly Friday, yesterday it rebounded, rising 5.8 percent to $19.73.

Organic and conventional meat products are often processed in the same facility. USDA regulations stipulate that steps must be taken to prevent the commingling of organic and conventional product such as cleaning equipment.

"Organic doesn't address food safety or nutrition," said Joan Schaffer, spokeswoman for USDA's National Organic Program.

Ronnie Cummins, national director of the advocacy group Organic Consumers Association, said he is not overly concerned by the Whole Foods recall because it was an isolated incident. The company said it believes this is its first ground beef recall due to E.coli.

"I must say I'm not surprised to see a single incident," Cummins said. "If it became a regular occurrence like it is with conventional beef, I think we'd be extremely concerned."

Grabowski, who has handled public relations during large recalls for other companies, said Whole Foods must be transparent with its customers in order to repair its image but also suggested that shoppers temper their expectations.

"From time to time, no matter what you do, there will be some incidents that arise," Grabowski said. "We do not live in a risk-free world."