Publish.austin ama 2011

Growing Big by Staying Small

Whole Foods Market Founded in 1980

World Headquarters & Landmark Store

30 Years LaterFour Blocks South

300+ Stores. 3 Countries. 12 Autonomous Regions.

• 60,000 team members: every one has their own voice

• 667,000 facebook friends: every store has it’s own page

• 1.9 million twitter followers: every store has their own account

• 2.1 million monthly web views: every store has their own site

• 250,000 unique blog readers: every team member can contribute

• 750,000 enews subscribers: every region can send emails

who are we?

Marketing Team

400 MARKETERS

• 300 Store Team Members

• 90 Regional Team Members

• 10 Global Team Members

Clear is Important when Everyone Has a Vision.

CORE VALUES

* Selling the highest quality natural and organic products available.

*Satisfying & delighting our customers.

*Supporting team member happiness & excellence.

* Creating wealth through profits & growth.

* Caring about our communities & our environment.

*Creating ongoing win-win partnerships with our suppliers.

*Promoting the health of our stakeholders through healthy eating education.

Stakeholder Balance

CustomerTeam MembersShareholdersVendorsCommunity & Environment

Differentiate or die.

Experience + Curated Selection = Value.

QUALITY STANDARDS

* We carefully evaluate each and every product we sell.

*We feature foods that are free of artificial preservatives, colors, flavors, sweeteners and hydrogenated fats.

* We are passionate about great tasting food and the pleasure of sharing it with others.

* We are committed to foods that are fresh, wholesome and safe to eat.

*We seek out and promote organically grown foods.

* We provide food & and nutritional products that support health and well-being.

$2.78

???

Not Sold

High Fructose Corn Syrup.

Reading the label...

$2.49 $2.78

.29 cheaper

acesulfame-K (acesulfame potassium * acetylated esters of mono- and diglycerides * ammonium chloride * artificial colors * artificial flavors * aspartame * azodicarbonamide * benzoates in food * benzoyl peroxide * BHA (butylated hydroxyanisole) * BHT (butylated hydroxytoluene) * bleached flour * bromated flour * brominated vegetable oil (BVO) * calcium bromate * calcium disodium EDTA * calcium peroxide * calcium propionate * calcium saccharin * calcium sorbate * calcium stearoyl-2-lactylate * caprocaprylobehenin * certified colors * cyclamates * cysteine (l-cysteine), as an additive for bread products * DATEM (Diacetyl tartaric and fatty acid esters of mono and diglycerides) * dimethylpolysiloxane * dioctyl sodium sulfosuccinate (DSS) * disodium calcium EDTA * disodium dihydrogen EDTA * disodium guanylate * disodium inosinate * EDTA * ethyl vanillin * ethylene oxide * ethyoxyquin * FD & C colors * foie gras * GMP (disodium guanylate) * hexa-, hepta- and octa-esters of sucrose * hydrogenated fats * IMP (disodium inosinate) * irradiated foods * lactylated esters of mono- and diglycerides * lead soldered cans * methyl silicon * methylparaben * microparticularized whey protein derived fat substitute * monosodium glutamate (MSG) * natamyacin * nitrates/nitrites * partially hydrogenated oil * polydextrose * potassium benzoate * potassium bisulfite * potassium bromate * potassium metabisulfite * potassium sorbate * propionates * propyl gallate * propylparaben * saccharin * sodium aluminum phosphate * sodium aluminum sulfate * sodium benzoate * sodium bisulfite * sodium diacetate * sodium glutamate * sodium nitrate/nitrite * sodium propionate * sodium stearoyl-2-lactylate * sodium sulfite * solvent extracted oils, as standalone single-ingredient oils (except grapeseed oil) * sorbic acid * sucralose * sucroglycerides * sucrose polyester * sulfites (sulfur dioxide) * TBHQ (tertiary butylhydroquinone * tetrasodium EDTA * vanillin

Unacceptable Ingredients

Clear is Important when Everyone Has a Vision.

Ownership + Purpose = Drive

CustomerTeam MembersShareholdersVendorsCommunity & Environment

Customer Value Proposition

Trust.Peace of Mind.Confidence.Escape.Education.Time.Fun.

Evolution...

Stop Telling Our Story.

Get Customers Involved in the Story.Inviting them to Shape the Next Chapter. Engage the Next Generation.Speak their Language.Deepen every relationship.

Moving the needle...

Back to School 2010Goals...

* Improve Food in Schools

* Education shoppers about the importance of small choices for the entire family.

* Inspire trial among new healthy foods groups.

Back to School 2010Collaboration Case Study

3 Regional Thot Leaders

+

1 Global Project Leader

+

1 Global Designer

+

Store Based Feedback

=

$1,400,000

for salad bars in school

Supporting schools & inspiring families to improve children’s nutrition.

*Salad Bars in Schools: 800 --> 6000*School Gardens: 1000*Nutrition & Cooking Education for Teachers

www.facebook.com/wholekidsfoundation

• 60,000 team members

• 667,000 facebook friends

• 1.9 million twitter followers

• 2.1 million monthly web views

• 250,000 unique blog readers

• 750,000 enews subscribers

• 4 million weekly guests...

we are...

...and they all want to feel like the only one.

The path forward comes from the source closest to the customer.

Minimum Standards +

Freedom to Personalize the Brand

“They may not remember what you said, but they will remember how you made them feel.”

Carl Buechner, American Scholar and Author