Colle Farmers Market Responds to Whole Foods' Using Cheaper Organic Foods in a Re-branding Attempt

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Whole Foods Market, the popular high-end natural and organic foods supermarket chain, is trying to offer less expensive organic food in order to narrow down their price margins. Colle Farmers Market responds to the change and comments on how it will affect the organic farming industry.

On March 7, Colle Farmers Market issues a response to a recent video from the Wall Street Journal about the natural and organic food supermarket chain Whole Foods Market. According to the video, Whole Foods is trying to narrow their price gap by introducing less expensive organic food.

After successfully lowering the prices on their food, Whole Foods is now facing lower earnings. “The problem that they face now is that it’s hurting their profit margins,” said Annie Gasparro in the video. “They actually said that they didn’t meet their goal of attracting new customers.”

Gasparro added that it is really hard to change your brand once you become a well-known company. “Another issue they have is the competition for fresh and organic food is really increasing,” she said.

Colle Farmers Market responds, saying that Whole Foods’ image might be suffering during the branding transition, but that the company seems robust enough to pull through it. Colle suggests that Whole Foods will potentially see a turnaround due to the increasing popularity of affordable organic food. The company added that by having another widespread chain carry organic products, the organic farming industry will benefit as well.

A representative from Colle comments that regardless of how Whole Foods ultimately performs, the trend in favor of reasonably-priced organic food is here to stay, and it's up to members of the industry to keep up. “The benefits of organic food are now well-established, and people know that organic production processes are the way to a healthy, sustainable future for all of us. Companies that commit to that path will reap the benefits in the long run.”

In the video, Gasparro added that Whole Foods only has about 400 stores but they are looking to increase that number to 1,000. She said that it is important for the company to maintain their reputation as a high-end grocer. Whole Foods was able to be successful during the recession by selling food to the upper class that wasn’t as affected by the slow economy.

Colle is an E-Commerce enabled farmers market community that is passionate about sustainable consumption and responsible conservation. The Colle movement is dedicated to connecting natural product vendors, organic farmers and all people who are living an organic and natural lifestyle.


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Scott Darrohn
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