The organic grocer is officially implementing its BYOB campaign today — as in "bring your own bag". It’s Earth Day, in case you haven’t heard, and as of today, Whole Foods will no longer have plastic bags in its checkout lines. The store at Preston and Forest may already have run out of its supply, but if not, any remaining plastic bags will have disappeared.

The company’s 100 percent recycled paper bags will still be available in case you forget your own, but Whole Foods is strongly encouraging customers to bring bags — any kind of bags — from home. The company is even kicking in a financial incentive, small but possibly effective: For each bag you bring and use to carry your groceries, you’ll be refunded at least 5 cents.