"You have to understand the narrative that people have about business and capitalism is that they are fundamentally selfish, greedy, and exploitative," Says Whole Foods CEO John Mackey. "Of course, I don't agree with that narrative."

"There is nothing wrong with making money, but that's not particularly inspiring. Every other profession in the world, from doctors, teachers, engineers, architects, [and] lawyers, if you ask what their purpose is, it refers back to some type of contribution they are making to other people."

At FreedomFest 2012, Reason's Matt Welch sat down with Mackey to discuss how businesses create value, the politicization of "organic," and the need to shift the narrative of capitalism.

Held each July in Las Vegas, FreedomFest is attended by around 2,000 limited-government enthusiasts and libertarians a year. ReasonTV spoke with over two dozen speakers and attendees and will be releasing interviews over the coming weeks. For an ever-growing playlist, go here now.

About 6:30 minutes.

Camera by Tracy Oppenheimer and Alex Manning; edited by Meredith Bragg.