The United States' largest natural and organic retailer announced on Monday, Oct. 20 its plans to develop a national ad campaign focusing on values to offset slow sales growth and tough competition.
"Values Matter"-that's the core of Whole Foods Market campaign, implying that the store offers produce that are fair and reasonably priced based on the quality they offer.
On the other hand, "values" mean social and ethical values that the retailer uses in its system-a take on social responsibility, for that matter.
Whole Foods has experienced tough competition, and lost valuable market because of its reputation of selling pricey produce.
Fierce rival Walmart has also stepped in the game of the organics, selling organic produce in April, which proved to be detrimental for the high end grocery chain.
The campaign is priced at around $20 million and will be seen on TV, print and online ads and will reportedly revive the brand confidence and will bank on the quality of the produce in the retailer.
The theme of the ad originates from Whole Food's founder John Mackey's favorite catchphrase, "conscious capitalism"-which means making money while still being mindful of others at the same time.
"We want people, and animals, and the places our food comes from to be treated fairly," the ad further reiterates.
Meanwhile, in lieu of the direction the retailer is going, Whole Foods Market developed a ratings program for different produce they sell like vegetables fruits and even flowers to inform its customers about the environmental impact of the products they intend to buy.
The program, aptly named "Responsibly Grown," will rate the produce of different suppliers who are willing to join the program as "good," "better," or "best" based on several factors like whether they provide conservation areas to foster bees, butterflies or other pollinators, how the farmworkers treat the produce, waste management practices they follow and the amount of pesticide they use in the produce, among others.
