July 1, 2015

Whole Earth Center Explains Goal Of Discounts, Bike Reward Program

To the editor:

Quiet, non-polluting, and cardio-friendly, biking brings many benefits to both the cyclist and the community.

Unfortunately, because bicyclists share the road with cars, trucks, and buses, fear of being injured is a significant deterrent for many would-be bicyclists.  Research done at the University of British Columbia comparing deaths per 100 million trips shows that, when compared to automobile travel, bicyclists in the United States are more than twice as likely to be involved in a fatal accident. Thankfully, research also shows that the rate of accidents declines when more cyclists are on the road.

Whole Earth Center has long been a supporter of bicycling in our community. One way we support biking is through our annual Random Acts of Community campaign, which has delivered more than $7000 in gift cards to cyclists in Princeton. Twenty seven Princeton businesses participated in that program this year. Another way we support cycling is through our long-standing policy of giving a discount to bicyclists.

The goal of these programs is to incentivize biking in hopes of increasing the number of bikes on our town streets. More bicycle-friendly streets will, we hope, make a five- to ten-mile shopping trip by bike more appealing to shoppers who currently travel those distances by car. A significant rise in the number of bike trips from those distances will have a positive impact on our roadways and will free up more parking spaces for Princeton shoppers who must travel by car.

Our bike reward program is not, in any way, intended to say that we place less value on customers who travel to our store by foot or by bus or by car. We deeply appreciate all of the customers who have chosen to support our store and our mission over the past 45 years. Biking is simply the way that we, as one small, local food market, have chosen to focus our efforts toward making a positive impact on our town roads and quality of life.

Jennifer Murray

General Manager

Whole Earth Center