Marketing is a well-known strategy that most, if not all, businesses use to create awareness of the products or services that they are offering to customers. Our textbook defines marketing as, “the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return” (Armstrong & Kotler, 2012, p. 5). However, some companies have taken advantage of its effectiveness to deceive customers. This paper will delve into the Whole Foods marketing deception.
Whole Foods Market (WFM) is one of the most popular food markets in the United States. As its name suggests, it is ...view middle of the document...
Believe it or not, this corn is also available in most Whole Foods Markets.
In an on-camera interview, a Whole Foods Market executive by the name of Libba Letton, in charge of investor relations and food safety, openly admitted that they had been selling unlabeled genetically modified foods. On camera, she states that, “Unless a store is all organic, every store in the country sells unlabeled genetically modified [foods]” (Adams, 2012).
The issue discussed in the article written by Mike Adams, the problem is not that WFM sells GMOs, the problem is that WFM boasted to their customers that the products they sell are healthy and safe. In the case of the lab rats with cancerous tumors that were fed GM corn, we also know that GMOs are definitely not healthy and not safe for consumption.
According to Whole Foods Market’s website, genetic modification is defined as, “a technique that changes the genetic makeup of cells, including alteration of genetic materials and other biologically important chemicals, and allows genes to move across species. It produces new combinations of genes and traits that do not occur in nature ("Whole Foods Market," n.d.). Now with this being said, one tends to ask oneself why the logo and the words of the Whole Foods Market executive contradict. Well, the answer is simple: WFM is engaged with false advertising and misrepresentation (Adams, 2012).