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7/29/2019 What is the Secret to Whole Foods Market's Success
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Whole Foods Markets Walter
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What is the secret to Whole Foods Market's success?
byCarlotta Mast in New Hope 360 Blog
The reasons why Whole Foods remains at the top of the food retailing game are many and well
documented, but a recent interview with the companys co-CEO, Walter Robb, underscored for me how the
company was able to bounce back with a vengeance during the recession and why the future will continue
to be bright for Whole Foods.
Whole Foods Market is arguablyone of the most innovative
companies in the health and wellness arena, and the
natural retail juggernaut continues to impress the market
with its sales performance and growth while other large
grocers struggle and face uncertain futures.
The reasons whyWhole Foods remains at the top of the
food retailing game are many and well documented, but anAug. 9Bloomberg BusinessWeek interview with the
companys co-CEO, Walter Robb, underscored for me how
the retailer was able to bounce back with a vengeance during the recession and whythe
future will continue to be bright for Whole Foods.
Whats the secret to Whole Foods success?
The retailer stands for somethingand does so in more than just its PR and marketing.
This company is a mission-based company, Robb toldBloomberg BusinessWeek. This
company started to change the world by bringing healthier food to the world. Its not
about the money, its about the impact, and this company is back on track as a result of
those experiences.
Whole Foods mission can be tracked in just about everything the company doesfrom its
high product standards to the creation of itsWellness Clubs to its efforts to educate
consumers on the nutrient density of specific foods.
Sure, even Whole Foods sells products in its stores that are far from healthy, even if they
are natural or organic (Im talking about you, whoopie pies). The retailer, like most other
grocers, also carries genetically modified food that is not labeled as such and uses a few
ingredients such as canola oil in its prepared foods that some would rather see left out.
Whole Foods itself acknowledges that it could always be doing more to achieve its mission
and thats why the company decided to open a store in downtown Detroit next year.
Where weve kind of stopped, I think, in our mission to bring healthier natural foods to
the marketplace is with underserved communities that dont have access to fresh food or
have access to it in different ways, Robb said. When you look at the demographics and
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psychographics, its a groundbreaker for Whole Foods in terms of this particular location.
Its an effort to stretch ourselves in service of our mission, which is to bring healthier
foods to the world in a broader, newer direction. Its generated a lot of interest from
mayors around the country.
The end result, Robb added, is that Whole Foods is proving that a company can do well
even very wellby doing good. The money comes because you are on a mission, Robb
says. You are doing what you are here to do, and the money comes as a result of the way
that you do it.
Companies of all shapes and sizes look to Whole Foods for inspiration and ideas for how
to be successful in the natural products space and beyond. The mission-based approach to
making money is one page I wish all companies would take from the Whole Foods
playbook.
How do you demonstrate your commitment to your company's mission?
Share in the comments.
Natural products sales do not end at
checkout
Attract customers with better shelf
placement
Discuss this Blog Entry 16
< SEPTEMBER 2013 >
Farmers come first at Kimberton Whole
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Anonymous (not verified) on Aug 21, 2012
reply
Many independent natural retailers in North America offer the very same missions and values.
Shame they don't get this kind of exposure and support from big media
Jacob (not verified) on Aug 23, 2012
reply
There are many great natural and organic companies out there. I work for one and have
been in the industry for 15 years. Whole foods did start out with a fantastic mission
statement and purpose. There are many choices for a company like that to make along the
way. One thing really to say is that they are publicly traded. I would love to see Whole foods
not worry about their profits and poor that money into more education for consumers and
take a much firmer stance on "clean products" like the company I work for. The only thing
we have as true power as individuals and companies alike is our dollars. Come on Whole
Foods. Get rid of the junk and be really natural and organic. You are the leader in the
industry.
KeriAn Dodson (not verified) on Aug 21, 2012
Rebecca's Natural Food is turning 25 years old this year. That's about 9,000 days that the
hundreds of people who have worked here during this time have shared in the: learning and
research, discussions with customers about their needs, changing of lifestyle habits and being
good examples of health, discovering new products, making positive impacts in our
community and the world. Over these days we have made countless decisions about the best
products we can carry. Years ago we added chocolate and wine, which we used to think should
not be in a natural food store. Weve stopped selling many products which seemed to have a
good ingredients lists but are over-processed, or are not made by a trusted source, or other
ways in which they weren't up to our standards. The nutritional supplements we carry are
continually refined and expanded so that we are confident they are the most effective and safe.
We are about fair trade, organic, local, minimally processed, and countless other options that
our customers want and that we value. We cant always have perfect supplements and food,but we try to have the best balance of qualities at a reasonable price. We believe our customers
can appreciate that what they see at Rebeccas today is the refinement of countless choices
mo tu we th fr sa su
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weve made in days past. We want our customers to feel confident that our caring, research,
and selection will continue in the days ahead.
Rebecca's community involvement is widespread. We aim to help as many schools, churches,
co-ops, public agencies, nonprofits, civic groups, and more in their fundraising efforts through
various donations and sponsorships. We involve ourselves in local endeavors such hosting
booths at events like the Charlottesville Vegetarian Festival, the Earth Week Eco Fair, and the
Locavore Expo. Several of our employees formed Team Rebecca's to participate in the Mud
Warrior race to benefit our local Hope Community Center. We are working to help sponsor the
up-and-coming Common Ground Healing Arts center-- a local nonprofit wellness center
committed to empowering our community to live a healthy lifestyle, with a unique way of
providing services that makes wellness available to all members of our community, regardless
of ability to pay.
Our business serves our community in other ways as well. We have always had a role in
helping other small, local startup businesses break into retail. Charlottesville is full of creative,
talented individuals with interesting, high-quality product ideas. People regularly come to us
with items that they would like to sell. When those products meet our quality standards, we
are happy to offer a venue to give them exposure. Over the years we have helped countless
local small companies launch their products. It makes us feel good to watch them grow... for
instance Bake 'MMM Bagels is now carried through a large distributor and can be found in
stores across the northeast. Rebecca's was also instrumental in the success of RelayFoods.com-
- we were the first vendor to sign on with them (originally they were called Retail Relay),
giving credence to their vision and helping them attract their first customers and other
vendors because of our good reputation.
Rebecca's is great because of our people. Our team is amazing! It is very unusual in a retail
environment to have employees stay on for 5, 15, even 20+ years-- not just the Full Time staff,
we have Part Time employees who have been here for 3-8 years as well-- and that speaks
volumes about Rebecca's. We are a dedicated group who embrace the natural products lifestyle
and are passionate about sharing our knowledge and experiences with our customers. We
strive to be a resource for community education. We have often provided employees to give
lectures at local businesses' health fairs, ACAC fitness and wellness center, Weight Watchers,
and retirement communities. We have a member of our grocery department who has begun
teaching a class on lactofermentation at our local Charlottesville Cooking School. When we
renovated our space in 2007, we made provisions to allow for rearranging shelving units in
order to have space to host in-store presentations given by a variety of community
practitioners and educators on topics including: the Buteyko Breathing Method, Colic
Consulting, a workshop on solid waste reduction (The Zero Garbage Challenge!), Airrosti
musculoskeletal care, discussions about the Organic Farmers Against Monsanto lawsuit, and
more. We have also hosted documentary film screenings at one of our local coffee shops that
has space set up for such purposes.
Knowledge gives people the power to make the best decisions for their health. By continuing to
offer the most comprehensive and current information for our customers that we possibly can,
we can help our community and our business thrive.
cmast (staff) on Aug 21, 2012
reply
KeriAn, thank you so much for sharing about all that you do at Rebecca's Natural Food. Very
inspiring and certainly good fodder for future blogs and articles. In fact, will you be at Natural
Products Expo East in September? I would love to connect and see if we can get a picture of
you (or someone else from Rebecca's) to feature in Natural Foods Merchandiser and on
newhope360.com.Keep up the good work for the Charlottesville community!
KeriAn Dodson (not verified) on Aug 22, 2012
reply
Yes, we'll have a few of our people at Expo East (not sure yet if I can make it up this time
around). Bill (he's our grocery department manager) and Brandon (she's our Vitamins and
HABA department manager) are very photogenic :)
Anonymous (not verified)on Aug 21, 2012
It is not all about Whole Foods. Many independents are doing it right, and doing it for longer
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that Whole Foods. Whole Foods is all about Corporate Concentration, Buying Power, and
Exclusive Contracts, not good things for our industry
Anonymous (not verified) on Aug 21, 2012
reply
LOL. You go Rachel's! A lot more naturally-raised meat in your response than in the fluff piece
about WF. LOL.
Anonymous (not verified) on Aug 22, 2012
reply
I think its always done well because it serves a higher end clientelle like bristol farms and
people make it a social event its just fun to go there see the variety of healthy choices in a
community atmosphere.
Anonymous (not verified) on Aug 22, 2012
reply
Whole Foods does well like Bristol Farms because of its quality variety and uniqueness. As aresult of that focus it attracts higher end clientele that remain loyal to it. Ralphs is "choc a
block" but Whole Foods has an ambience to it.
Michael Maddox (not verified) on Aug 23, 2012
reply
The Healthy Home Market started over 33 years ago providing a healthier choice of foods to
the Charlotte North Carolina area.
Over the years we've grown to 5 stores by staying true to our identity. We take great pride in
offering a wide selection of natural and organic bulk foods, groceries, meats and produce that
are scrutinized for their quality and natural goodness. We may not be 100% politically correct
in everything we sell but we constantly try and maintain that "difference" when it comes to
leading a healthier lifestyle.It is an on going battle with the larger corporate retailers. However we have survived for all
these years for a reason.
Whole Foods is the corporate giant in America as we all know but there are still plenty of small
independents across the country that are thriving in this arena.
Our employees are sincere in their values of customer service and product standards. It's that
personal interaction that reflects in customer loyalty and retention that is lost in the big box
retailers.
Anonymous (not verified) on Aug 23, 2012
reply
What a ridiculous article! They are a wordwide company, with many stockholders! Of course it
is all about the money!!! Who wrote this article??? Obviously one of their high-payed pr
people! Very disappointed that new hope printed!
cbaginski (staff) on Sep 12, 2012
reply
One of our staff wrote this article and Whole Foods was not involved in any way to shape its
content.
Jim Walton (not verified) on Aug 25, 2012
Whole Foods is an American success story because of very intelligent corporate management
from the top. But that doesn't mean that this should be a model for other natural foods
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businesses. The American consumer still craves - and rewards - diversity. There will always be
a market segment which will discriminate between levels of authenticity, and truth in labeling.
Ironically, Whole Foods is paving the way for its higher integrity competitors.
Anonymous (not verified) on Sep 4, 2012
reply
Hello All, if you know of some company triying to expand its market in Mexico, let me know, I
m interest on investing in a business like this in Mexico.....
Anonymous (not verified) on Sep 11, 2012
reply
Our mission of providing certified organic, vegan, kosher, gluten free, allergen free, no refined
sugar and NON GMO raw chocolate to the world is one we have stuck to for 6 years. Even
though the costs of getting and staying certified is so high, we still stay credible to our
customers and our retail stores by sticking to our mission of making the purest food on the
planet. Our other important mission is taking care of our employees with free food in their
lunchroom, free health insurance, etc. We are less profitable but have an amazing crew of
employees who love their jobs and show it in their work.
Anonymous (not verified) on Sep 13, 2012
reply
Taking care of employees -free food & health insurance-excellent example being set. While I
enjoy shopping at Whole Foods unfortunately that's not their part of their mission-;(
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