By SmartBlog Tuesday, March 4, 2014

Whole Foods takes fwhole foods down scale marketresh to the middle market

Whole Foods Co-CEO Walter Robb said recently that the chain plans to grow in part through high-grade conventional produce offerings, a move that goes well beyond recognizing that organic is now mainstream and no longer a viable way to differentiate itself. Robb highlighted produce in particular — an excellent place to reach shoppers in the less educated/affluent zip codes where it is now expanding.

Like most natural/specialty grocers, Whole Foods no doubts wants to increase the number of people who regularly fill carts, not just baskets, at its stores. Its successful 365 private-label program has helped in that endeavor, offering lower-cost commodities that still uphold the brand’s natural, less processed promise — but that is mostly happening in the center store.

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