Jana has proposed nominees to the Whole Foods board, including Glenn Murphy, a former Gap chief executive, and former New York Times food journalist Mark Bittman, who has argued that the chain needs simplifying. Jana is run by 58-year-old yoga and health food devotee Barry Rosenstein. He has said he wants Whole Foods to learn from national chains while staying true to its mission. Whole Foods' own efforts at reform include the expansion of 365 smaller stores offering lower-priced products. The stores will stock about 7,000 items, far fewer than the 35,000 to 52,000 at a typical Whole Foods location. Outside Trader Joe's, Brooklyn homemaker Eva Lev said she rarely visits Whole Foods nowadays. "It's like that Jim Gaffigan joke – Whole Foods on Sunday is just a refugee camp for people with too much money." Lev added she prefers Trader Joe's "because it seems like an everyman's place, and you can still get organic".