sign in sign up
<<
Home , Aldi, Costco, Grocery store, Supermarket, Walmart, Whole Foods Market

A ANALYSIS OF: Whole

BY: CHLOE TYPERT-MORRISON THE ORGANIZATION is an international, organic . Their products include their actual grocery stores where they sell organic, sustainable, and high quality foods, their website that offers recipes and information about healthy eating, an app that has coupons, sales, and locations (USA only), a grocery system, and their community oriented programs and foundations.1 The organization interacts with the public through their stores, their website/app, their social media accounts (YouTube, Facebook, Twitter, and Instagram), and their foundation events.2

THE MISSION The Whole Foods mission statement explains:3 “At Whole Foods Market®, "healthy" means a whole lot more. It goes beyond good for you, to also encompass the greater good. Whether you're hungry for better, or simply -curious, we offer a place for you to shop where value is inseparable from values.”

Their mission statement shows their value of healthy eating, not only in the sense of the health benefits of the product but also in how it is made and where it comes from while staying at an affordable price. The customer is the main focus in their statement as it is ensuring they are the ones benefiting from their products in whatever way suits their needs.

The Whole Foods tagline is listed as “Whole Foods, Whole People, Whole Planet.” 4 though this is not seen around their website. After purchased Whole Foods they have since created a new section on their website explaining the merger has made many of their products more affordable and their tagline is “We’re Growing Something Good.” 5

The Whole Food model is fairly simple in the sense that they buy products from other companies and then resell them for a higher value at their stores. They also must consider where they are selling as they must be sure their target market is within

1 "Our Mission & Values," Whole Foods Market, , accessed September 15, 2017, http:// www.wholefoodsmarket.com/our-mission-values.

2 "Your Involvement Makes a Difference.," Whole Planet Foundation, , accessed September 21, 2017, https://www.wholeplanetfoundation.org/.

3 "Our Mission & Values.”

4 "Whole Foods Market." Whole Foods Market. Accessed September 18, 2017. http:// www.makingafortune.biz/list-of-companies-w/whole-foods-market.htm.

5 "Growing Something Good." Whole Foods Market. Accessed September 14, 2017. http:// www.wholefoodsmarket.com/growing-something-good.

2 the area and it has enough local vendors that they can bring into their franchise in order to keep with the local business aspect of their values.6 However, with companies like and now selling a wider variety of products and with grocery stores like and Longo’s also selling similar organic products and the same or lower prices, Whole Foods is seeing more and more competition and their sales declining.7

THE BACK STORY The history of whole foods goes back to 1980 where Safer Way Natural Foods and Clarksville Natural Grocery joined to create Whole Foods Market with 19 staff in , .8 By 1984 Whole Foods Market had already expanded enough, through acquisitions and mergers, to open a second location in . In another 4 years they had 5 stores throughout Texas and opened their first out of state store in New Orleans. In 1993 Whole Foods implemented quarterly 5% days where they would donate 5% of after-tax profits to the communities where Whole Foods were located.9 In 1997 Whole Foods Market created their first product line called “365 Everyday Value.” In 1999 Whole Foods began working towards providing sustainable seafood by joining the Marine Stewardship Council. In 2002 these regulations for increased and “enhanced meat standards” were introduced. During this year Whole Foods also went international with its first location.10 From 2004 to 2007 Whole Foods was recognized for its purchasing. In 2005 Whole Foods Market was listed on the list at No. 479. They also launched their non-profit Whole Planet Foundation “which funds micro-lending projects that empower the poor to lift themselves out of poverty.”11 In 2007 they opened their first flagship store in London, UK where they released their 5-Step Standards prototype. They also released their Local Producer Loan Program where they commit $10mill to help local producers grow their business with low-interest loans. In 2008 they became the first U.S. grocery store to eliminate disposable plastic . In 2011 they released their “Whole Foods Market Do Something Reel” film festival and their $50,000 grant program

6 Economy, . "WholeFood for Thought: WholeFoods , Whole Foods Stock & the Fight with Amazon!" Unicornomy. June 19, 2017. Accessed September 17, 2017. https://unicornomy.com/ wholefoods-business-model-whole-foods-stock-how-does-make-money/.

7 Mourdoukoutas, Panos. "Two Problems With Whole Foods' Business Model." . February 12, 2017. Accessed September 17, 2017. https://www.forbes.com/sites/panosmourdoukoutas/2017/02/12/two- problems-with-whole-foods-business-model/#2385a1ca4839.

8 "Newsroom." History - Whole Foods Market Newsroom. Accessed September 18, 2017. http:// media.wholefoodsmarket.com/history/.

9 History - Whole Foods Market Newsroom.

10 History - Whole Foods Market Newsroom.

11 History - Whole Foods Market Newsroom.

3 for film makers working in the green film genre. In 2012 they release an online magazine “Dark Rye” for food, art, health, and sustainable living which in 2014 became a TV series on the Pivot network12 and has since merged into their other online platforms.13

Over the years Whole Foods has had many awards and first, some of which are below: • FORTUNE’s “100 Best Companies to • Fast Company’s “Customers First” Work For” award • First retailer to introduce • PETA’s “Best Animal-Friendly Retailer” as a primary lighting source • Green Power Partner of the Year • America’s First National Certified • Health Magazine’s “America’s Organic Grocer Healthiest Grocery Store” • John Mackey (co-founder) Ernst & • One of Scientific American’s “Top 25 Young’s “Entrepreneur of the Year” and Green Energy Leaders” Vanity Fair’s “Best Provider” in “Best of • Recognized on Ethisphere Institutes’ the Best 2004” “World’s Most Ethical Companies • First-ever silver LEED-certified • Ranked No. 30 on FORTUNE’s list of 50 companies that “Change the World”

From their creation until now Whole Foods has been able to grow in a large part because of their mergers and acquisitions of other companies along the way. These companies include:14 • Whole Foods Market • Allegro • Whole Food Company • WholePeople.com (e-commerce • Wellspring Grocery ) • Circus • Nature’s Heartland • Mrs. Gooch’s • Food for Thought • Fresh Fields • Harry’s Farmers Market • Bread of Life • Fresh & Wild • Marion • Wild Oats© Markets • Merchant of Vino

12 History - Whole Foods Market Newsroom.

13 "Dark Rye." Darkrye.com. Accessed September 20, 2017. http://www.darkrye.com/.

14 "Whole Foods Market History." Whole Foods Market. Accessed September 15, 2017. http:// www.wholefoodsmarket.com/company-info/whole-foods-market-history#wholefoodsmarket.

4 CURRENT IDENTITY Whole Foods Market is compromised of its main brand as well as multiple sub-, all of which have their own unique brand styles. (Refer to the appendix for image citations.)

FIG 1. STANDARD WHOLE FOODS LOGO FIG 2. LOGO USED FOR WEB AND BAGS

These are the two standard brands for Whole Foods. Fig 1 also has a horizontal option that is used on areas like their storefronts. Fig 2. is the more commonly seen logo as it is all around the Whole Foods website, is on their grocery bags, and is on most of their social media profiles15 16 (excluding YouTube17). For their standard brand Whole Foods is a little confusing. There is seemingly no reasoning behind when they use fig 1. or when they use fig 2. It is confusing that the leaf imagery over the “o” would be different between the two logos, it makes one just seem more outdated than the other. There are also instances when they substitute either logo with their secondary light green version instead, again with no apparent reasoning. This lack of brand standard becomes more apparent when you begin looking at all of the sub-brands.

Whole Foods has 3 product sub-brands: 365® Everyday Value, Engine 2® Plant-Strong®, and Whole Trade® Guarantee products.18

15 "Whole Foods Market." Facebook. Accessed September 18, 2017. https://www.facebook.com/ WholeFoods/.

16 Account, Whole Foods MarketVerified. "Whole Foods Market (@WholeFoods)." Twitter. June 2008. Accessed September 18, 2017. https://twitter.com/wholefoods/.

17 WholeFoodsMarket. "WholeFoodsMarket." YouTube. September 18, 2006. Accessed September 18, 2017. https://www.youtube.com/wholefoods.

18 "Our Brands." Whole Foods Market. Accessed September 16, 2017. http://www.wholefoodsmarket.com/ about-our-products/our-product-lines.

5 FIG 3 - 5. PRODUCT IDENTITIES OF WHOLE FOODS BRANDS: 365 EVERY DAY VALUE, ENGINE 2® PLANT- STRONG®, AND WHOLE TRADE® PRODUCTS.

Quite obviously the first two products do not look anything like the Whole Foods identity. There is no reasoning given behind the choice to design these as off-brand but if Whole Foods wishes to have these products be known as their own then these two brands must change to adhere to their other styles. Whole Trade, on the other hand, is the complete opposite where it is so much on brand that it takes a second to distinguish it from their current logo. For their current identity this is a good design as it is similar to a seal or a stamp and visually alludes to a “stamp of approval.”

FIG 6 - 8. LOGOS OF THE WHOLE FOODS SUB-BRANDS: WHOLE PLANET FOUNDATION, WHOLE KIDS FOUNDATION, AND WHOLE CITIES.

These are the three logos for Whole Food’s foundations: Whole Planet Foundation, Whole Kids Foundation, and Whole Cities. Whole Planet is a nice blend of their current brand while still standing apart as its own identity. They use the tertiary brand colour of the Whole Foods orange while still using the same type treatment as they Whole Foods Market logo. The website itself uses softer, more earthy tones of browns and beiges19 instead of stark whites and greens which gives it a personable feeling.

Whole Kids is one of their best done variations as they stay on brand with the layout and treatment of “Whole” but it has a different textured style and the “Kids” gives a playful feeling to the brand that is not seen in other areas. They make use of majority of their brand colours with this which is nice to see them as a more vibrant and

19 "Media Kit." Whole Planet Foundation. Accessed September 16, 2017. https:// www.wholeplanetfoundation.org/about/media-kit/.

6 friendly version of Whole Foods. The website uses the vibrant light-green of the brand and sticks with the illustrative style in their logo with imagery in the background and stylized buttons.20

In contrast to Whole Kids, Whole Cities leaves something to be desired. The logo only somewhat refers to the original brand with the colours and the turning the “o” into an illustration with a leaf. Had the type been closer to the original, or had the green be used instead then this could have worked much better. The website itself continues using the illustrated leaf as well as the icon as a whole.21 The brown background does not initially read as a city, it seems more like a dirt smudge. Had this imagery be refined a little more it could have been a stronger visual identity.

FIG 9. WHOLE FOODS SAVINGS APP ICON

Lastly there is the “WF” icon used for the Whole Foods app. It is the only instance where the acronym WF is used.22 Had the leaf icon not been there the logo itself could have been for anything, especially with it being in the light green and not the dark one the company uses more often. Aside from that this logo has potential to develop into something further and move Whole Foods from their local market feel to something updated and forward thinking. This app, however, is currently not available in and is likely only made for the states. With the franchise being international this is a big problem as the app is for coupons and saving methods which, any company known for their high prices, should have available to all their customers. The app also has potential to completely change the experience. Offer grocery purchases in app, offer recipes and new available foods. Apps are incredibly versatile and widely used, Whole Foods needs to capitalize on this. This is an area where they may benefit from the added forward thinking and tech advances that Amazon could bring.23

20 "Whole Kids Foundation." Whole Kids Foundation. Accessed September 16, 2017. https:// www.wholekidsfoundation.org/.

21 "What We Do." Whole Cities Foundation. Accessed September 16, 2017. https:// www.wholecitiesfoundation.org/what-we-do.

22 Services, Inc. Whole Foods Market. "Whole Foods Market on the App Store." App Store. July 26, 2017. Accessed September 17, 2017. https://itunes.apple.com/us/app/whole-foods-market/id320029256?mt=8.

23 Acton, Annabel. "The Future Of Grocery Shopping: What The Amazon And Whole Foods Merger Means For ." Forbes. July 06, 2017. Accessed September 15, 2017. https://www.forbes.com/sites/ annabelacton/2017/07/06/the-future-of-grocery-shopping-what-the-amazon-wholefoods-merger-means- for-supermarkets/#34434f98591c.

7 Whole Foods Market is a grocer in the food and drug story .24 Within this market Whole Foods is specifically an organic grocer that focuses on local and international sustainable products.25 However, with their merge with Amazon this has incredible potential to change. Amazon being an ecommerce company is known for its wide variety of products.26 With this there are endless opportunities for change in the Whole Foods market from grocer with a wider variety of produce to something more akin to Walmart and Costco where they sell everything from apples to Xbox, or something entirely new and never seen before.

THE COMPETITION In Canada Whole Foods has a number of grocery stores as competition, most notably Loblaws, but also Sobey’s and Longo’s. These companies all have accessible organic sections, have lower prices, and offer a wider variety of food as they do not specialize in organic items. Loblaws stores also offer access, household items, and .27 The main difference between Loblaws and Whole Foods that Whole Foods has a stand on is their ethically sourced food, ties to the community, and their pledge to sustainability. Costco and Walmart are big contenders with the fact that they offer a wide selection of food along with most other products that a person could need, however they are lacking in organic products.

Loblaws has changed a lot over the past few years. With their introduction of the “ Canadian Superstore” and their rebrand of many President’s Choice products they have become an excellent competitor to Whole Foods.28 The companies tagline of “big on fresh, low on price.” is accurate to the prices they offer for their food, including the organic ones. They have been bringing out more and more organic produce as well. Publicly the rating for Loblaws are generally positive. The identities themselves are nothing special. The icon is an L that is repeated and the superstore logo uses blue

24 "Whole Foods Market."

25 "Our Mission & Values.”

26 Blodget, Henry. "Just The Latest Example Of Why Amazon Is One Of The Most Successful Companies In The World." . December 09, 2012. Accessed September 15, 2017. http:// www.businessinsider.com/why-amazon-is-one-of-the-most-successful-companies-in-the-world-2012-12.

27 Mark Hamstra 1 | Jan 20, 2017. "Whole Foods faces Canadian challenges, opportunities." Supermarket News. January 20, 2017. Accessed September 16, 2017. http://www.supermarketnews.com/retail- financial/whole-foods-faces-canadian-challenges-opportunities.

28 Grant Surridge. September 28, 2012. "Brands of the Year: Rediscovering the Loblaw story." Strategy. October 02, 2012. Accessed September 20, 2017. http://strategyonline.ca/2012/09/28/brands-of-the- year-rediscovering-the-loblaw-story/.

8 dashes and a maple leaf. Anything could be written in these logos and they would not change much. However, this does not seem to affect the company.

FIG 10-11. LOBLAWS LOGO AND LOGO

In comparison to Loblaws being a grocery store first that added in options like a pharmacy, clothing, and house products, Walmart is a store that started with general goods and then branched into the world of produce. With their target markets beginning to become aware of how their purchasing effects the environment and starting to buy organic and fair-trade items instead, Walmart made the shift to offering organic products.29 Their fresh produce aisles are limited and still generally not organic but it changed the game for many grocery competitors as now people can do all of their shopping in one location. People view Walmart as cheap and easy shopping which is something they have over Whole Foods’ specialty and expensive shopping experience. However, again they do not have the amount of organic options, the variety of them, or the sustainable and ethically sourced products that can stand behind the Whole Foods name.

The Walmart logo is one that everyone in Canada and America could identify from the colours alone. It is bright, vibrant, and cheerful. Their brand has a high-consistency standard that is not ever changing depending on where it is viewed like Whole Foods. The rebrand feels approachable but has the ability to be timeless with its stylized, sans serif typeface. Their slogan also refers back to their image of being inexpensive and easy for their customers.

FIG 12. WALMART LOGO

29 "Organic consumers hungry for more local products." The organic question. April 10, 2015. Accessed September 20, 2017. http://capitalnews.ca/organic-food/organic-consumers-hungry-for-more-local- products/.

9 THE CULTURE The core values of Whole Foods is explicitly stated on their website and are as follows:30 • We sell the highest quality natural and organic products available • We satisfy, delight and nourish our customers • We support team member excellence and happiness • We create wealth through profits and growth • We serve and support our local and global communities • We practice and advance environmental stewardship • We create ongoing win-win partnerships with our suppliers • We promote the health of our stakeholders through healthy eating This statement clearly shows that the driving force behind Whole Foods is their commitment to their customers, their suppliers, and the environment. They focus on healthy eating and food education as well as using food that comes from sustainable31 and humane practices.32 Whole Foods continues to present itself as a fresh, local market even though it is now a fortune 500 company. They do this through chalkboard signs in their stores, small aisles with wood finishes, and clean and basic web styles that focus on food images, white space, and recipes.33

THE AUDIENCE The typical Whole Foods consumer is a woman. She is likely between the ages 25 and 39, she is at least college educated, and has more than $1,000 discretionary monthly income. She is concerned for the environment, does not mind paying extra for organic products, and tries to buy fair-trade products.34 In a broader sense their target market are people (mostly women) 22-40, they must care about the earth and prefer all-natural products, they have at least a college degree, and they are within the upper-middle class. These people see whole foods as a lifestyle and not just a brand.35 The audience

30 "Our Core Values." Whole Foods Market. Accessed September 15, 2017. http:// www.wholefoodsmarket.com/mission-values/core-values.

31 "Sustainable Seafood." Whole Foods Market. Accessed September 15, 2017. http:// www.wholefoodsmarket.com/sustainable-seafood.

32 "Animal Welfare." Whole Foods Market. Accessed September 15, 2017. http:// www.wholefoodsmarket.com/animal-welfare.

33 "Whole Foods Market." Whole Foods Market | America's Healthiest Grocery Store. Accessed September 10, 2017. http://www.wholefoodsmarket.com/.

34 Peterson, Hayley. "These are the major differences between people who shop at Whole Foods and ." Business Insider. May 31, 2015. Accessed September 18, 2017. http://www.businessinsider.com/whole- foods-customers-vs-aldi-2015-5.

35 2016 Annual Report. PDF. Whole Foods Market, 2016.

10 interacts with Whole Foods through their employees at their physical stores, their website, their app, and their social media. They may also interact through any one of the Whole Foods foundations or programs. As a company that is invested in the happiness of its customers and employees, Whole Foods has gotten quite a bad reputation for being overpriced, not worth the money, and having unhappy employees. A common tagline the public associated with Whole Foods is “Whole Paycheck.”36 Whole Foods also recently irritated their main clientele but announcing their shift to millennial focused stores where prices are less, the aisles are spacious and easy to maneuver, and everything is easier to find. The problem their current clientele has with this is that they would prefer all that too, why give it just to the millennials?37 Should Whole Foods wish to make their customers happy again while also diversifying their clientele like they had hoped with the millennial campaign, they will need to slash their prices even more and find a new way to stand out from all the other grocery stores.

BRAND CHALLENGES Though Whole Foods has earned a reputation for it eco-friendliness, care for animals, sustainable food, client and employee satisfaction, business savviness, and more, in recent years the brand has been overshadowed by their high-prices and has begun to fall behind cheaper stores that offer similar items such as Walmart and Costco in Canada and and Trader Joe’s in the U.S. With Amazon buying Whole Foods there is a potential to bridge the gap of how people view Whole Foods and how they see themselves with price cuts, an upgrade to their tech applications, and possibly moving away from the dated farm stand persona to entice a wider audience with different needs.

36 Button, Kimberly. "7 Reasons Why I Hate Whole Foods." Get Green Be Well. August 28, 2017. Accessed September 15, 2017. http://www.getgreenbewell.com/7-reasons-why-i-hate-whole-foods/.

37 Bolton, Robyn. "Whole Foods' Misguided Play for Millennials." Harvard Business Review. July 24, 2015. Accessed September 15, 2017. https://hbr.org/2015/05/whole-foods-misguided-play-for-millennials.

11 WORKS CITED • 2016 Annual Report. PDF. Whole Foods Market, 2016.

• Account, Whole Foods MarketVerified. "Whole Foods Market (@WholeFoods)." Twitter. June 2008. Accessed September 18, 2017. https://twitter.com/wholefoods/.

• Acton, Annabel. "The Future Of Grocery Shopping: What The Amazon And Whole Foods Merger Means For Supermarkets." Forbes. July 06, 2017. Accessed September 15, 2017. https://www.forbes.com/sites/annabelacton/2017/07/06/the-future-of-grocery-shopping- what-the-amazon-wholefoods-merger-means-for-supermarkets/#34434f98591c.

• "Animal Welfare." Whole Foods Market. Accessed September 15, 2017. http:// www.wholefoodsmarket.com/animal-welfare.

• Blodget, Henry. "Just The Latest Example Of Why Amazon Is One Of The Most Successful Companies In The World." Business Insider. December 09, 2012. Accessed September 15, 2017. http://www.businessinsider.com/why-amazon-is-one-of-the-most-successful- companies-in-the-world-2012-12.

• Bolton, Robyn. "Whole Foods' Misguided Play for Millennials." Harvard Business Review. July 24, 2015. Accessed September 15, 2017. https://hbr.org/2015/05/whole-foods-misguided- play-for-millennials.

• "Dark Rye." Darkrye.com. Accessed September 20, 2017. http://www.darkrye.com/.

• Economy, Unicorn. "WholeFood for Thought: WholeFoods Business Model, Whole Foods Stock & the Fight with Amazon!" Unicornomy. June 19, 2017. Accessed September 17, 2017. https://unicornomy.com/wholefoods-business-model-whole-foods-stock-how-does-make- money/.

• Grant Surridge. September 28, 2012. "Brands of the Year: Rediscovering the Loblaw story." Strategy. October 02, 2012. Accessed September 20, 2017. http://strategyonline.ca/ 2012/09/28/brands-of-the-year-rediscovering-the-loblaw-story/.

• "Growing Something Good." Whole Foods Market. Accessed September 14, 2017. http:// www.wholefoodsmarket.com/growing-something-good.

• Mark Hamstra 1 | Jan 20, 2017. "Whole Foods faces Canadian challenges, opportunities." Supermarket News. January 20, 2017. Accessed September 16, 2017. http:// www.supermarketnews.com/retail-financial/whole-foods-faces-canadian-challenges- opportunities.

• Mourdoukoutas, Panos. "Two Problems With Whole Foods' Business Model." Forbes. February 12, 2017. Accessed September 17, 2017. https://www.forbes.com/sites/ panosmourdoukoutas/2017/02/12/two-problems-with-whole-foods-business-model/ #2385a1ca4839.

• "Newsroom." History - Whole Foods Market Newsroom. Accessed September 18, 2017. http:// media.wholefoodsmarket.com/history/.

12 • "Newsroom." Whole Foods Market Brand Campaign FAQ - Whole Foods Market Newsroom. Accessed September 20, 2017. http://media.wholefoodsmarket.com/news/whole-foods- market-brand-campaign-faq.

• "Organic consumers hungry for more local products." The organic question. April 10, 2015. Accessed September 20, 2017. http://capitalnews.ca/organic-food/organic-consumers- hungry-for-more-local-products/.

• "Our Brands." Whole Foods Market. Accessed September 16, 2017. http:// www.wholefoodsmarket.com/about-our-products/our-product-lines.

• "Our Core Values." Whole Foods Market. Accessed September 15, 2017. http:// www.wholefoodsmarket.com/mission-values/core-values.

• "Our Mission & Values," Whole Foods Market, , accessed September 15, 2017, http:// www.wholefoodsmarket.com/our-mission-values.

• Peterson, Hayley. "These are the major differences between people who shop at Whole Foods and Aldi." Business Insider. May 31, 2015. Accessed September 18, 2017. http:// www.businessinsider.com/whole-foods-customers-vs-aldi-2015-5.

• Services, Inc. Whole Foods Market. "Whole Foods Market on the App Store." App Store. July 26, 2017. Accessed September 17, 2017. https://itunes.apple.com/us/app/whole-foods-market/ id320029256?mt=8.

• "Sustainable Seafood." Whole Foods Market. Accessed September 15, 2017. http:// www.wholefoodsmarket.com/sustainable-seafood.

• "What We Do." Whole Cities Foundation. Accessed September 16, 2017. https:// www.wholecitiesfoundation.org/what-we-do.

• "Whole Foods Market." Facebook. Accessed September 18, 2017. https://www.facebook.com/ WholeFoods/.

• "Whole Foods Market." Whole Foods Market. Accessed September 18, 2017. http:// www.makingafortune.biz/list-of-companies-w/whole-foods-market.htm.

• Whole Foods Market. "WholeFoodsMarket." YouTube. September 18, 2006. Accessed September 18, 2017. https://www.youtube.com/wholefoods.

• "Whole Foods Market History." Whole Foods Market. Accessed September 15, 2017. http:// www.wholefoodsmarket.com/company-info/whole-foods-market-history#wholefoodsmarket.

• "Whole Kids Foundation." Whole Kids Foundation. Accessed September 16, 2017. https:// www.wholekidsfoundation.org/.

• "Your Involvement Makes a Difference.," Whole Planet Foundation, , accessed September 21, 2017, https://www.wholeplanetfoundation.org/.

13 APPENDIX Fig 1: "File:Whole Foods Market logo.svg." File:Whole Foods Market logo.svg - Wikimedia Commons. Accessed September 16, 2017. https://commons.wikimedia.org/ wiki/File:Whole_Foods_Market_logo.svg.

Fig 2: "File:Whole Foods Market 201x logo.svg." File:Whole Foods Market 201x logo.svg - Wikimedia Commons. Accessed September 16, 2017. https:// commons.wikimedia.org/wiki/File:Whole_Foods_Market_201x_logo.svg.

Fig 3: "Our Brands." Whole Foods Market. Accessed September 16, 2017. http:// www.wholefoodsmarket.com/about-our-products/our-product-lines.

Fig 4: "Our Brands." Whole Foods Market. Accessed September 16, 2017. http:// www.wholefoodsmarket.com/about-our-products/our-product-lines.

Fig 5: "Our Brands." Whole Foods Market. Accessed September 16, 2017. http:// www.wholefoodsmarket.com/about-our-products/our-product-lines.

Fig 6: "Media Kit." Whole Planet Foundation. Accessed September 16, 2017. https:// www.wholeplanetfoundation.org/about/media-kit/.

Fig 7: "Whole Kids Foundation." Whole Kids Foundation. Accessed September 16, 2017. https://www.wholekidsfoundation.org/.

Fig 8: "What We Do." Whole Cities Foundation. Accessed September 16, 2017. https:// www.wholecitiesfoundation.org/what-we-do.

Fig 9: Services, Inc. Whole Foods Market. "Whole Foods Market on the App Store." App Store. July 26, 2017. Accessed September 17, 2017. https://itunes.apple.com/us/app/ whole-foods-market/id320029256?mt=8.

Fig 10: "Sign up and Save!" Heartland Town Centre - Loblaws. Accessed September 20, 2017. https://www.heartlandtown.com/stores/htc-loblaws.

Fig 11: "Lansdowne Place - Real Canadian Superstore." Visit Peterborough's Shopping Destination. Accessed September 20, 2017. http:// www.lansdowneplace.com/stores/lansdowne-real-canadian-superstore.

Fig 12: "Walmart logo." Logok. May 05, 2014. Accessed September 20, 2017. http:// logok.org/walmart-logo/.

14