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Whole Foods Market Essay

2942 words - 12 pages

Whole Foods Market, Inc.
Marketing Analysis
Thousands of natural and organic food and body care products proudly line the aisles and stock the shelves of Whole Foods Market, Inc. (WFMI), vying for your attention. The store’s merchandising experts create visual displays that turn inanimate products into merchandise chorus lines, beckoning customers to “Check me out . . . BUY ME!”

Whole Foods Market strategically places its primary core value, “SELLING THE HIGHEST QUALITY NATURAL & ORGANIC PRODUCTS” within its logo, within its brand image. Including those words in its logo bespeaks a promise to the customer of Whole Foods’ devotion to ...view middle of the document...

The WFMI website includes a page that summarizes their meat & poultry standards for buffalo, cattle, lamb, pigs, poultry, and veal calves. Further, Whole Foods refuses use carbon monoxide in their meat and poultry packaging to keep products looking fresh beyond their prime. (Whole Foods Market, 2009)

Hmm … no wonder the produce and meat departments generate 70% per of the company’s revenue!

Seafood – If you love seafood, Whole Foods is seafood paradise: wild-caught, farmed, fresh, and frozen selections. This department meets the desires of virtually every palate, from the simple to the sophisticated. You will find seasonal favorites (the most luscious Copper River Salmon) to delectable every-day stand-bys (cod, snapper, and shrimp).

WFMI owns four facilities: Select Fish (Seattle, WA), Pigeon Cove (Gloucester, MASS), Mid-Atlantic Seafood (Landover, Maryland) and South Seafood (Atlanta, Georgia) that manage, track and distribute their seafood selections. (Whole Foods, 2009)

And . . . WFMI was the first retail store in the United States to sell Marine Stewardship Council (MSC) certified seafood. (Based in London, this non-profit organization has offices around the world dedicated to “transforming the world's seafood markets to a sustainable basis”). (Marine Stewardship Council, 2009)

Coffee & Tea - WFMI purchased Allegro Coffee Company (Colorado) in 1997 to strengthen their management of the coffee and tea product development. (Allegro Company, 2009)

This effort contributes to the “Whole World” part of their “Whole Foods, Whole People, Whole Planet” by working with 40+ organic farmers around the world to promote Fair Trade and environmentally conscious farming practices. Some stores, Bellevue for instance, also offer a wide selection of bulk teas from around world.

Premium Body Care - The WFMI “Whole People” health premise extends to the body care products it sells, believing that what customers apply to their bodies is equally important to health as the food they ingest. Body care products must be free of 283 unacceptable ingredients before considered for sale.
(The lists of unacceptable ingredients for food and body care products is posted on the company’s website at

Bakery – made with cage-free eggs, natural butters, unbleached flours (the use artificial colors, flavors, sweeteners, preservatives or trans fats is not permitted in any of the bakery products WFMI sells

How does WFMI manage thousands of products, ensuring the standards are upheld on the national and international front? It does so through its network of subsidiaries, four national offices, twelve regional offices and nine distribution centers. WFMI explores new product offerings from around the globe, putting them through the paces of the quality team, determining the products it will sell that best serve each unique market region.

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