Whole Foods

Customers that enter Whole Foods' doors are looking for the highest quality, least processed, most flavorful, and naturally preserved foods. Whole Foods claims that "Food in its purest state is the best tasting and most nutritious food available." One journalist captures the essence of Whole Foods' mission based on her own experience:

Counters groan with creamy hunks of artisanal cheese. Medjool dates beckon amid rows of exotic fruit. Savory breads rest near fruit-drenched pastries, and prepared dishes like sesame-encrusted tuna rival what's sold in fine restaurants. In keeping with the company's positioning, most of the store's goods carry labels proclaiming "organic," "100% natural," and "contains no additives." Staff people smile, happy to suggest wines that go with a particular cheese, or pause to debate the virtues of peanut butter maltballs. And it's all done against a backdrop of eye-pleasing earth-toned hues and soft lighting. This is grocery shopping? Weil, not as most people know it. Whole Foods Market has cultivated its mystique with shoppers ... by being anything but a regular supermarket chain. Whole Foods is, well, special.

The Whole Foods Web site reinforces the company's positioning. The site offers up recipes for healthy and gourmet eating, such as "Sweet Potato Pancakes with Creamy Dill Sauce," "Baked Basmati & Currant Stuffed Trout," and "Beginner's Tips for Tofu, Tempeh, and Other Soy Foods."

One aspect of Whole Foods' strategy that allows it to deliver products that foodies love might seem like a step back in time in the supply chain driven grocery industry. The bigger chains are centralized, sourcing their products from all over the world in identical batches through various distribution centers. But Whole Foods uses a more local approach. Each geographic division, headed by its own president, handles its own store network. Thus, in addition to gathering some foods globally, Whole Foods obtains a significant portion of its goods locally, often from small, uniquely dedicated food artisans. The company backs its talk with action on this issue. Its Local Producer Loan Program doles out $ 10 million annually in long-term, low-interest loans to local suppliers.

Crushing Your Goals and Achieving Success

Crushing Your Goals and Achieving Success

Meeting Realistic Goals Can Be Easy if You Have the Right Understanding of the Process. The Reason So Many People Fail at Meeting Their Goals is Because They Have a Confused Understanding of Realistic Goal Setting and Self-Motivation Methodology.

Get My Free Ebook

Post a comment