VMSD - September 2011 - (Page 32)
Two Halves Make a
WHOLE
By Steve Kaufman, Editor at Large
32 SEPTEMBER 2011 | vmsd.com
DAVI D WA KE LY, SAN F RAN CI SCO
Whole Foods Market has ridden through the recession, keeping its ideals without lowering its standards. That’s why it’s the 2011 VMSD/Peter Glen Retailer of the Year.
Which is the real Whole Foods Market? For a long time, the specialty retailer has been juggling two images for two polar opposites of the food marketplace. One Whole Foods is the principled purveyor of organic, nutritious, carefully selected foods, an unbending retail philosophy that has won it fierce loyalty among its base: naturalists at the most ascetic corner of the market. The other Whole Foods is known for the high prices that have earned it the nickname “Whole Paycheck.” Its glamour food items, such as heirloom tomatoes and artisanal cheeses, appeal to its base: foodies at the most upscale corner of the market. For 30 years, Whole Foods made this schizophrenia work by driving the mindset that nutrition and quality are worth paying extra for. Then came the recession, and that mind-
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Table of Contents for the Digital Edition of VMSD - September 2011
VMSD - September 2011
Contents
From the Editor
VMSD Editorial Advisory Board
The Goods
Kids Play
Fresh Starts
Two Halves Make a Whole
History Lesson
The New Convenience
Showroom
Showroom
Ad Index
Checking Out
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