Megalomaniacs are in charge of Whole Foods. They have now branded Whole Foods "365" on EVERYTHING in the store. What happened to consumer choice?
I understand that the logic to branding grocery items. Whole Foods did not start the trend.
Branding gives the chain power over suppliers. Whole Foods would also argue, branding is a stamp of quality assurance for organic produce.
But the visible imposition of the 365 brand is a turn off. I started shopping at Whole Foods because I wanted healthy, organic choices instead of industrialized food.
A more sensitive approach would have been to limit the 365 brand, not spread it throughout the store like a weed.
Consumers like a diversity of choice, and especially with brands they can identify as independent of Dow Chemical or ADM or Monsanto.
What Whole Foods is doing is with its branding is opening the market for smaller vendors of organic produce. Yes, Whole Foods has tremendous economies of scale, but it is losing sight of what made the store a major success in the first place and is eroding the confidence of consumers, without any outside interference.
I continue to shop at Whole Foods and have been a loyal customers, but when and where I have the opportunity to have more choices, I take it. The 365 branding is going to prove a colossal marketing blunder.