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Whole Foods turns to marketing

 

Wholefoods Port Chester NY copyWhole Foods Market will launch its first national marketing and brand campaign after 34 years in business.

The program, scheduled to launch in the US fall (Australia’s spring), will be centred on sustainable farming practices.

According to Whole Foods co-CEO, Walter Robb, the organic supermarket chain’s marketing budget is less than one per cent of sales.

Last week Whole Foods posted sales for the 40 weeks to July 6 of US$3.4 billion, up 10 per cent, and a comparable sales increase of 3.9 per cent. Net income came in at US$151 million.

“With fewer than 400 stores and a marketing spend of less than 1 per cent of sales, it is impressive how widely recognised the Whole Foods Market brand is,” said Robb.

“While natural and organic products are increasingly available, no one does what we do, and our brand and marketing campaign will highlight both our value and values, reinforcing our leadership around quality and transparency in the marketplace.”

The marketing campaign will focus on responsible growing standards, including pest management, farm worker welfare, and pollinator production for both its produce and fresh cut flowers.

Other initiatives to be rolled out across the Whole Foods network include the launch of a new mobile app, and the digital extension of its home delivery and customer pick up initiatives.

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