Whole Foods Market Brand Analysis

Janessa Brickman, Molly Burns, Christine Gaab, Emily Mastroianni, Morgan Osheka
John Carroll University

Description of the Company

 Whole Foods Market was founded with a whole lot of wholesome love on

September 20, 1980 as a small store in Austin, Texas. Founders, John Mackey, Renee

Lawson Hardy, owners of Safer Way Natural Foods, and Craig Weller and Mark Skiles,

owners of Clarksville Natural Grocery, decided the natural foods industry specifically

needed a supermarket experience with an enhanced customer environment. In 1978, John

Mackey and Renee Lawson both dropped out of college and borrowed a loan of $45,000

from family and friends that allowed them to open the small natural foods store called

SaferWay in Austin, Texas. Two years after creating SaferWay, John and Renee partnered

with Craig Weller and Mark Skiles to merge SaferWay with their Clarksville Natural

Grocery, establishing the original Whole Foods Market. Whole Foods Market eventually

became very successful with developing and integrating multiple notable companies,

both nationally and abroad into one successful vision of a company. Whole Foods

Market began initial public offering on January 23, 1992 at a price of 2.13 per share split

(Whole Foods Market, 2016).

The company is highly recognized for the core values and strengths carried by its

employees and customers. Whole Foods Market believes in selling the highest quality

natural and organic products available for all customers. The Whole Foods Market is

continuing to grow as a brand with the ability to provide great products and promote

health and wellness.

Description of the Brand

The Whole Foods brand identity is conveyed through both tangible and

intangible means. Beginning with the tangibles, the name Whole Foods Market

suggests its brand identity to consumers. The name both informs the consumer of their
place in the food marketplace, as well as differentiates themselves to consumers by

communicating that their focus is on healthy, whole products. Visually, the Whole

Foods logo can be found in several shades of green with white or beige writing. As Reis

& Reis (2002) explain in The 22 Immutable Laws of Branding, when selecting a color

for a brand or logo, managers usually focus on the mood they want to establish rather

than the unique identity they want to create (pg. 87). Reis & Reis (2002) also state that,

green is the color of the environment and health, so it is no surprise that Whole Foods

Market chose green to communicate this natural mood, reflective of nature (pg. 87). The

typeface on the logo is very legible, and creatively forms the image of a fruit within the

letter O, again emphasizing their natural products. Whole Foods Market also stays

consistent with their copy tone, always conveying a message that is customer-focused,

health-focused, and most importantly, value-driven.

The manner in which Whole Foods Market presents its brand image tangibly,

through its logo and outward appearance, coincides with its internal brand personality

and identity. Within the store, similar colors are used as in the logo, such as green and

beige, and natural materials are used in the construction and displays, bringing the

natural, outdoor environment, indoors. Along with the natural feel, Whole Foods is a

friendly place mostly because of its humble and passionate employees. In fact, according

to Business Insider (2016), Whole Foods co-CEO, Walter Robb, stated that he would

never hire someone with a lack of humility and over sense of promotion. Therefore,

these employees are top-notch, and are not just people working to work; rather, they are

people who are passionate about the company and share the same mission and values.

Whole Foods employees bring the inviting and friendly personality to the company, and
offer the consumer a positive, dependable shopping experience and sense of community.

In our class activity, we concluded that Whole Foods Market aligns mostly with

the competent and sophisticated categories of personalities. The competence of the store

is reflected in Whole Foods Markets focus on providing the best product for you, while

also making sure that it is produced in the most environmentally friendly and ethical

manner. It is very obvious that the company is knowledgeable and honest about the

products that they offer, and the process that goes into providing these products to

consumers. The sophisticated side of the brand personality is seen in their higher prices,

and also the events that are offered within the store that go beyond just the grocery store

experience. From private cooking classes, to beer and wine tastings, they differentiate

themselves by offering these exclusive experiences to consumers, making Whole Foods

Market somewhere you can shop, dine, and have fun, all in one place.

Communication of the Brand

The social media and publicity about Whole Foods is mostly positive and

revolves around their brand image of healthy eating and the experience shoppers receive

in the store. The only bad press found online about the company is regarding their high

prices, which is something most customers expect from the brand. From examining a few

pieces of advertising and publicity, the consistency shows the image that the company

strives to exhibit.

A traditional piece of paid advertising that Whole Foods Market released is their

Values Matter campaign commercial, which can be found online (See Appendix A). It

features images of the outdoors and fresh food, while a voiceover talks about how the
source of consumers food is important. The main point of this advertisement is that it is

vital for consumers to know Whole Foods is a trusted source and that their products are

both healthy and eco-friendly. In this advertisement, the company is trying to drive home

the point that the source of their products is something they value heavily, which ties in

with the intangibles of their brand. The video uses images of nature and the outdoors

which visually represents the all-natural feel of the brand. The commercial also reiterates

the slogan, Americas Healthiest Grocery Store, which reinforces the brands copy

tone.

The next piece of communication important to the image of the brand is a tweet

from a Whole Foods follower in Denver (See Appendix A). This follower tweeted a photo

of a display of the Thistle Farms brand in a local store. Thistle Farms is a brand whose

products are made by survivors of trafficking, violence, and addiction. This piece of

communication demonstrates that the Whole Foods Market brand supports causes in

need. In fact, annually, they are committed to donating at least five percent of their

annual net profits to charitable causes (Whole Foods Market, 2016). This is consistent

with the brands value of serving and supporting local and global communities. By

supporting small businesses, such as Thistle Farms, Whole Foods creates a story and

forms a connections with the local community through creating a connection between the

consumer and the product.

Finally, the last piece of communication important to analyzing the brand of

Whole Foods is an article posted on Forbes regarding the brands high prices (See

Appendix A- change to citation). The article discusses a recent overcharging problem that

the store faced as well as their revenue and stocks dropping because of their price
problems. Recently, the company has taken measures to combat this problem in order to

stay consistent with their product pricing. Because their brand is so elite and these high

prices are necessary to keep their sophisticated status, they decided to create a completely

new brand and store- 365 By Whole Foods. This new brand idea is cheaper and is sold at

lower prices than the Whole Foods brand. In all, Whole Foods successfully

communicates both the brand tangibles and intangibles and is able to communicate the

brands identity through advertising, publicity, and social media.

Positioning & Competitive Arena of the Brand

Whole Foods Market combines its brand identity and personality to create a

strong position in the natural grocery store competitive market. As Americas Healthiest

Grocery Store, Whole Foods Market uses a specific set of brand strategies to

differentiate itself from other competitors and to create a specific position in the mind of

consumers. Whole Foods Market provides high quality goods by creating a strict standard

that focuses on natural, organic ingredients, fresh produce, and reliable, local providers

and vendors (Quality Standards, 2016). This standard is seen through their

collaboration with local communities and partnerships with local traders. In addition,

Whole Foods Market promotes ethical food retail through the creation of the Whole

Trade Guarantee. Whole Foods Market visually shows its core values through the Whole

Trade Guarantee seal printed on various store items. It ensures that Whole Foods

Markets products meet product quality standards are environmentally friendly, and

ensure ethical working conditions and appropriate wages for workers (What is the

Whole Trade Guarantee?, 2012).The Whole Trade Guarantee creates a strong peace of
mind for consumers shopping at Whole Foods Market, whose values extend beyond the

store itself.

Whole Foods Markets brand strategies ensure a brand promise to consumers that

is trustworthy and well-established. The store carries products that consumers will trust

and purchase knowing that the products label and ingredients are effective, organic, and

natural. Consumers can also guarantee that they will receive the best products that local

and national connections can offer because of their strong reputation. Unlike other local

businesses, organic and natural brands, premium supermarkets, and even farmers

markets, Whole Foods Market offers a holistic, friendly, and strategic approach to

connect the brand experience with the consumer.

Whole Foods Markets mission is that they are highly selective about what they

sell, dedicated to strict, high quality standards, and committed to sustainable agriculture

and environmental practices (Declaration of Interdependence, 2016). Specifically, Whole

Foods Market targets an audience that consists of healthy, nutritional, and

environmentally conscious people who look to purchase healthy, organic, and natural

goods and products. Aside from competitors, primarily Trader Joes and Wild Oats

Natural Marketplace which are similar natural grocery markets, Whole Foods Market is

strategic about its goods, products, and services and provides more than just a grocery

store for consumers. Overall, Whole Foods Market has successfully been able to position

its brand high among competitors and in the forefront of consumers minds as a primary

choice for natural, organic shopping.

Success of the Brand

 Kellers Consumer-Based Brand Equity model pyramid offers insight into the

different aspects of the Whole Foods Market brand that tell of the salience, performance,

imagery, judgments, feelings, and resonance of the brand. Brand salience or identity

offers the awareness of the brand and how often people think of it within a category or

situation (Keller, 2009). Whole Foods Markets brand stands for the best-quality, organic

foods. When you think about the category of healthy, organic food, Whole Foods Market

is one of the top choices that comes to mind next to Trader Joes. The depth of the brand

is large because we are able to recall it when thinking of the healthy, organic food

category. When thinking about brand identity and the breadth, or the number of different

situations you think of the brand, Whole Foods Market also ranks high. Not only does it

sell healthy, organic foods, but they also offer cooking classes/demonstrations, Foodie

Fridays, free tours around the store for customers with food allergies, and other

opportunities that allow the Whole Foods brand to achieve brand recognition in a variety

of ways. Although this may not help the consistency of the brand, it does help to expand

their overall market and audience.

The second level on Kellers pyramid is brand meaning, which is broken down

into two categories: performance and imagery. When looking at the Whole Foods

Markets performance, we think of what the brand does and what functional needs it

meets (Keller, 2009). When thinking of utilitarian performance, Whole Foods Market is

simply made up of healthy, organic products and services. Its main features and

attributes include products that better the individual person through high quality service

and locally grown and organic foods. In terms of the service of the brand, Whole Foods

Market offers their customers a 100% product satisfaction or their money will be
refunded (Declaration of Interdependence, 2016). This allows the brand to satisfy their

customers and helps to fix solutions in the instance that a customer dislikes a product or

service they offer. Both of these aspects work to strengthen the identity of the brand to the

consumer.

In terms of economic performance of the Whole Foods brand, they claim to sell

high-quality products at value pricing. However, in the mind of the consumers the brand

is seen as one that is overpriced and expensive. As previously mentioned in the

communication of the brand, Whole Foods Market received bad publicity about how they

were overcharging for their products. In an investigation, New York officials found that

80 different types of pre-packaged products did not have correct weights, meaning that

the brand was overcharging individuals for the amount they were receiving (Isidore,

2015). Despite these claims, Whole Foods Market continually promotes that the value of

the product is worth the high cost.

Finally, in terms of brand performance, aesthetic is something that Whole Foods

strives to build its brand on. The brand offers an aesthetically pleasing shopping

experience through its open-air rural market. The labels, signage, and product

information is straightforward and easy to read allowing an overall better customer

experience because customers know exactly what to expect in the packaging. The in-store

environment offers the use of green and natural colors such as beige, which is consistent

with the overall mission and vision of Whole Foods Market. This same theme resonates

in the brand logo through the green color and turning the O into an apple. Not only

does the food stand on displays inside, but also outside the store where displays of fresh

produce and flowers make the look of the store more appealing.
 Whole Foods Market has established itself as a brand that stands for

environmental awareness and sustainability through support of recycling, long-term

sustainable agriculture, and healthy organically grown and raised food (Quality

Standards, 2016). As a brand they work to maintain their brand image by providing great

customer service, education on healthy foods, well-kept interiors/exteriors, and

environmental care. Whole Foods Market is credited as a grocery store that supports

healthy, organic, and natural lifestyles. It is recognized nationwide in middle to upper

class neighborhoods in suburban and urban areas. Their average customer is likely 18-30

years old and looking for a well-rounded shopping experience, which provides the

customer with all of his or her needs in one stop (Gaille, 2015). Additionally, their target

market is people who are already living a healthy, organic lifestyle or are interested in

doing so. Their target market, although not limited to this age group, can range to a

variety of individuals who are looking for that well-rounded healthy and organic

experience.

Although the consumer of the Whole Foods Market brand varies and can

encompass a vast majority of healthy individuals, the consumer judgments and feelings

about the products remain strong and positive. Customers know when they buy products

from Whole Foods that they are receiving a quality product because of the companys

commitment to their mission of offering the best products available. This establishes

credibility to the brand because consumers look to Whole Foods Market as a source of

expertise when it comes to the best healthy and organic foods. This increases the

likability and trust of the brand because they deliver quality products that consumers can

count on. Additionally, Whole Foods is seen as superior to other companies because of
the high ranking they receive in a variety of categories. For example, Whole Foods

Market ranked No. 3 on the list of Americas most reputable retailers in 2015, showcasing

the brands credibility and superiority over the rest (Whole Foods Market, 2016).

These judgments all make up customers personal opinions and evaluations

specifically of the Whole Foods Market brand (Keller, 2009). Additionally, the brand

creates emotional feelings and responses within customers. Customers are able to

experience security as they are assured of the quality products they are receiving. The

layout and look of the store creates warm and fun feelings allowing the consumer to have

a well-rounded experience both inside and outside the store. Additionally, customers feel

self-respect because they are treating themselves to the best quality products that will in

turn increase their respect for themselves and their bodies.

The final tip of the pyramid is brand resonance, which is broken down into

loyalty, attitude attachment, community, and active engagement (Keller, 2009). In terms

of loyalty, customers need groceries frequently creating a demand for the products that

Whole Foods offers. If the customer enjoys the experience of shopping at Whole Foods

then they will continue to shop there to meet their weekly needs. When a brand can create

a need for a product as well as showcase how their brand offers the best way to meet that

need, then customers will remain loyal to the product because they are able to be satisfied

while also enjoying their experience. People also become attached to the brand because

they connect with it on a personal level. Whether they connect because of the value of

ethical standards or quality customer service that the brand stands for, customers create

those bonds with the brand, which increases their love for the brand. For example, if

someone is very connected to the treatment of grass fed animals and strongly believes
that is how our animals should be raised, then they will have attitude attachment toward

the Whole Foods because they have the same attitude about that issue. Not only does

Whole Foods provide locally grown foods in stores and have a hand in local charity

work, but it also creates community through their additional events they offer. When

people come together for a yoga class or Foodie Fridays they are building a community

of individuals who have similar values and whose lifestyles align with what the Whole

Foods brand is trying to achieve.

When looking at the positioning of the Whole Foods brand, it does measure up in

terms of favorability, credibility, and differentiation. All of the factors that were described

previously really allow Whole Foods to showcase their differentiation, which is defined

as being perceived as different from other competitors (Fuchs, 2009). Whole Foods

prides itself on offering out of the grocery store experiences that still coincide with their

values but also separates them from competitors. Their overall healthy take on food

separates them and allows them to accomplish favorability. Whole Foods is known as a

top brand in the healthy food category as described before by their rankings among

competitors. This proves the companys favorability and how the Whole Foods brand has

a positive image in consumers minds. Finally, credibility of the brand is looked at in

terms of believability and how well a company can deliver what they promise (Fuchs,

2009). Despite the one instance described above over the investigation about the amount

of food in packages, Whole Foods Market has practiced what they preach through their

commitment to healthy and organic products and following through to ensure that is the

case.
 All of these components work very well together in order to create a successful

brand. The foundation of the pyramid is strong allowing each step of the pyramid to build

up higher to create more success. Whole Foods brand has created a strong meaning in

the mind of the consumer that is not only favorable for all those who participate but also

is very unique from other grocery stores.

Entrepreneurism & Innovation

The Whole Foods Market did change the marketplace for the health care, natural

foods and retail supermarket industries. Whole Foods Market has the largest selection of

organic, healthy, locally grown foods of any supermarket worldwide, which makes them

attractive to customers. Previously, health food retail stores were small, expensive, and

didnt carry a large variety of products, but Whole Foods Market changed the industry by

providing more variety of organic products and by having the ability to promote health

awareness through the resources available.

The Whole Foods Market continued to grow as the company progressed

throughout the years. They have been able to progress as they received support from

complementary industries such as the health industry, health insurance companies, health

care specialists, fitness centers and wellness programs. Allergies have become a huge

issue over the years and the Whole Foods Market identified issues such as gluten-free and

peanut-butter free options prior to most retailers. The company was ranked among the

most socially responsible businesses and has received the Green Power Partner award,

consecutively three years in a row (Whole Foods Market, 2010).

Each individual store participates in donating 5% of the companys net sales to a

local or regional non-profit or educationational program (Whole Foods Market, 2016).

They have always cared about their communities and environment, which has been

shown through specifically the three foundations such as Whole Planet Foundation,

Whole Kids Foundation and Whole Cities Foundation, which focus on enhancing

healthcare education and entrepreneurship for those impoverished throughout the world.

The Whole Planet Foundation helps provide grants to microfinance institutions in Asia,

Africa, the Americas and the Middle East. In 2015, they partnered with various

institutions by providing $65 million in grants to 132 projects in 66 of the countries

where they source products (Whole Foods Market Annual Report, 2015). Another

foundation within the company is the Whole Kids Foundation, which supports schools

and inspires families to improve childrens nutrition and wellness. They have been

successful with over 3,000 schools receiving school garden grants and 4,100 have

receiving salad bars (Whole Foods Market Annual Report, 2015). The Whole Cities

Foundation helps improve individual and community health through programming with

healthcare education and partnerships.

Young entrepreneurs are beginning to model themselves after Whole Foods

Markets brand image. Zady is a start-up fashion company whose founder believes the

Whole Foods Market has been successful due to transparency and sustainability. Our

society is moving towards these characteristics in order to thrive in a competitive

business environment such as the health and wellness industry (Bedat & Darabi, 2014).

The Whole Foods Market has been able to create personal brand success by telling a

personal story, staying focused, living the mission, and being in the business for the right

passions.
 This year the Whole Foods Market sales increased $3.7 billion in the second

quarter, which clearly shows the increase of interest with the customers expectations and

need for healthy food (Pofedlt, 2016). In the United States every year, about $45 billion is

spent on organic food in the United States (Hudson, 2012). The natural foods industry

continues to grow throughout the United States and retailers are trying to understand

what the consumers want. According to Tech Sci Research, organic products are

available across America in more than 20,000 food stores and nearly 3 out of 4 grocery

stores (Burnaby, 2015) In addition, Tech Sci Research reported the compounded annual

rate will grow around 16 percent through 2020 (Burnaby, 2015). Consumers will be at

least consuming some type of natural food product by 2020.

Whole Foods Market has always been able to evolve through the help of strong

leadership with the influence of collaborative ideas. They continue to be leaders in the

industry as well as entrepreneurs because they are able to contribute new innovative ideas

in the business industry, local communities, and in health care.

Predictions & Ideas for the Brand

Although Whole Foods Market is already a successful, natural grocery retail store,

there are many improvements and additional opportunities that the company can adapt in

the future. Consumers already establish a strong connection between natural, local,

organic foods and the Whole Foods Market. However, due to heavy competition, Whole

Foods Market can further strengthen its success by being thorough about its products and

goods. By making consumers more aware of what Whole Foods Market carries and

providing informative product knowledge for its customers, Whole Foods Market can

further strengthen its brand and create a more reliable relationship with consumers.
 As more consumers are becoming aware of the importance of eating healthy,

Whole Foods Market needs to take necessary measures to broaden the targeted audiences

while maintaining a strong relationship with returning, loyal customers. Although at first

glance consumers would argue that Whole Foods Markets prices are too expensive, the

quality of the products and goods offered are comparable to its competitors and are

reasonable for what is available for consumers. Whole Foods Market needs to find a

marketing strategy to change the attitude of consumers who perceive their prices as too

expensive. By showing that their prices are reasonable for healthy, natural goods and

products, Whole Foods Market can further promote its brand identity so that consumers

will instantly connect Whole Foods Market with anything labeled as organic.

The natural grocery store can go one step further to show appreciation to

consistent, loyal customers by creating a free rewards program or loyalty card. Other

grocery stores, such as Giant Eagle, have free rewards programs and loyalty cards that

benefit customers in multiple ways, whether through additional discounts or lower priced

products. A rewards program could create an incentive for returning customers to remain

consistent shoppers at Whole Foods Market and give newer shoppers the desire to shop at

Whole Foods Market. This free rewards program or loyalty card could reward points to

customers for purchasing the eco-friendly, natural, organic products that Whole Foods

Market sells. In addition to the rewards program or loyalty card, members could reap

bonus benefits from seasonal offerings and limited-time specials that only reward

members or loyalty card holders could receive at Whole Foods Market.

Lastly, Whole Foods Market can build stronger relationships with local ties and

organizations by reaching out to partner with local celebrity chefs, local charities, and
local, organic produce federations to put on events that will draw in more Whole Foods

Market consumers while spreading the brand image and name to more audiences in

various ways. These relationships could create greater opportunities for the Whole Foods

Market brand in the future and provide additional venues to promote the Whole Foods

Market brand.

Overall, Whole Foods Markets brand remains strong in the mind of the

consumer. Their communication and overall consistent message of their brand reinforces

their mission and core values. WHole Foods Market is a top brand among its competitors

that thrives within the healthy, organic food category.

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Appendix A

(https://www.youtube.com/watch?v=5DCow4J-pDE)
(https://twitter.com/RevBeccaStevens/status/792116303108640768).
(http://www.forbes.com/sites/laurengensler/2015/07/30/whole-foods-third-quarter-
earnings/#21e26a803de0).