Who Is Whole Foods?
Craving an atmosphere free from hydrogenated fats, artificial flavors, and preservatives, her name is Sunnie. Sunnie grew up in a conservative upper-middle-class home, though she stands out from the crowd as she decided to rebel and move to a bigger city that aligned more with her progressive values. She works as a freelance yoga instructor and lives by the motto of “live, laugh, love” as she spreads the joy that can be found in soft meditation. She currently lives in the outskirts of Larchmont, LA, and adores animals, free will, and saving the planet. When she’s not in class at UCLA studying the mind-body wellness program, she likes to spend her free time foraging for mushrooms and crystal bonding with friends.
Sunnie starts her day like any other bright-spirited young 22-year-old female at 7:00 am. Her morning routine consists of wholesome awareness and a mind-body connection through simple stretches. After her well-needed session of mindfulness is complete, she continues her routine by eating some overnight oats fresh out of a mason jar with an organic bamboo spoon she bought from a local store in her hometown. She has taken the initiative to ensure that all her meals are eaten and stored in reusable containers, as she aims to lower her overall carbon footprint. After eating a hardy bowl of oats, Sunnie brushes her teeth with her all-natural, vegan, fluoride-free toothpaste, and biodegradable eco-friendly toothbrush. Her routine is followed by an all-natural locally sourced all-purpose bar of soap that she uses as face wash, body wash, shampoo, and conditioner. In an effort to protect the planet from ozone layer depletion, Sunnie has completely forgone the use of aerosol cans, so she usually sports her, henna-dyed, auburn hair in a semi-frizzy messy bun.
She is a big supporter of sustainable fashion so many, if not all, of her clothing has been sourced from her neighborhood thrift store. Her go-to outfit is an oversized thrifted tee, dad jeans, Birkenstocks with socks, and a variety of handmade jewelry. Sunnie believes that all individuals should free and comfortable in their skin. So, a few years ago, she, herself, decided to omit all undergarments and shaving, as she believes that the natural body should be embraced, rather than hidden or manipulated.
After completing her rigorous morning routine, Sunnie decides to take a trip to her favorite grocery store, Whole Foods. Most days, she rides a Lime bike or commutes by e-scooter, but when shopping for the week, she decides to take her used 2012 Prius C. She loves driving to Whole Foods, in particular, because it gives her the opportunity to charge her car while shopping!
Sunnie is vegan, gluten, and BPA-free. Her friends joke around and say that she is solely “grass-fed!” Though that is far from the truth. Shopping at Whole Foods allows Sunnie to buy all kinds of nourishing products that fit within her dietary needs. She doesn’t feel as though she’s different when she’s at Whole Foods, as she is able to pick up any product with almost 100% certainty that it is free from any GMOs. Not only does Whole Foods provide the organic products that Sunnie needs and wants to buy, but she also admires the atmosphere. Sunnie appreciates that Whole Foods goes beyond selling organic and all-natural products, by banning all artificial colors, flavors, and preservatives. They also have strict animal welfare standards in addition to their greater attention to environmental impact, ambiance, and customer service.
After a successful day of shopping for organic locally grown food, Sunnie drives home and feels as though she has made a better decision by shopping at Whole Foods. Shopping at Whole Foods not only provides people with the opportunity to eat better food but also allows individuals to shop in a carefree, high-energy, positive environment!
To learn more about Whole Foods’ market segment and how they have made efforts to further tailor their target market, read Whole Foods Market, Marketing Strategies and Programs Analysis by Mounica Vennamaneni!
Note: This article is a class assignment for BUS 465 — Integrated Brand Promotion and Advertising at NCSU Poole College of Management.
