The photo shows a black sign with pink and blue lettering: "WHOLEFOODS ASKS THAT YOU DON'T USE GENDERED LANGUAGE WHEN TALKING TO CUSTOMERS AND SERVERS," it states. "'THANKS BROTHER' 'HELLO LADIES' 'HELLO SIR' ARE EXAMPLES OF GENDERED LANGUAGE AND THAT IS HARMFUL TO TRANS AND NON-BINARY FOLK." Social media users this week shared the image without context, leaving many commenters to assume the sign was posted at the Amazon-owned grocery retailer Whole Foods. "Jeff Bezos owns it now, not surprised if real," one commenter wrote. "Just don't go to whole foods... problem solved!!!" wrote another. A reverse-image search confirms the sign was not posted at Whole Foods, but rather at the similarly named student-run café in Melbourne, Australia. In a 2016 Facebook post, Monash Wholefoods explained its reasoning for the policy, saying, "It's really important you know someone's pronouns before using them, and if you're unsure of their pronouns you can ask them politely, or use non-gendered language until you know."