from whole foods. >> straight up we made some mistakes. >> reporter: the company's ceo speaking directly to customers in a video posted online after accusations of routine overcharging. >> and we know they're unintentional, because the mistakes are both in the customer's favor and sometimes not in the customer's favor. it's understandable sometimes, mistakes are made. they're inadvertent. they do happen because it's a hands-on approach to bringing you the fresh food. >> reporter: in what the new york consumer affairs department calls "the worst case of mislabelling they've seen in their careers," last month, the agency reported some store locations have been overcharging customers by overstating the weights of prepackaged products. it's not the first time this has happened. in 2012 a california investigation also uncovered pricing violations. whole foods agreeing to pay $800,000 in penalties. now the company's ceo's putting their money where your mouth is. >> and if there's a mistake that's not in your favor, we