Austin AMA Power Luncheon - Whole Foods deck

1. Growing Big by Staying Small

2. Whole Foods Market Founded in 1980

3. 30 Years Later World Headquarters &
Four Blocks South Landmark Store

4. 300+ Stores. 3 Countries. 12 Autonomous Regions.

5. who are we?
• 60,000 team members: every one has their own voice
• 667,000 facebook friends: every store has it’s own page
• 1.9 million twitter followers: every store has their own account
• 2.1 million monthly web views: every store has their own site
• 250,000 unique blog readers: every team member can contribute
• 750,000 enews subscribers: every region can send emails

6. Marketing Team
400 MARKETERS
• 300 Store Team Members
• 90 Regional Team Members
• 10 Global Team Members

7. Clear is Important when Everyone Has a Vision.

8. CORE VALUES
* Selling the highest quality
natural and organic products
available.
*Satisfying & delighting our
Stakeholder Balance
customers.
*Supporting team member
happiness & excellence.
Customer
Team Members
* Creating wealth through
profits & growth. Shareholders
* Caring about our Vendors
communities & our
environment. Community & Environment
*Creating ongoing win-win
partnerships with our
suppliers.
*Promoting the health of our
stakeholders through healthy
eating education.

9. Differentiate or die.

10. Experience + Curated Selection = Value.

11. QUALITY STANDARDS
* We carefully evaluate each
and every product we sell.
*We feature foods that are
free of artificial
preservatives, colors,
flavors, sweeteners and
hydrogenated fats.
* We are passionate about
great tasting food and the
pleasure of sharing it with
others.
* We are committed to foods
that are fresh, wholesome and
safe to eat.
*We seek out and promote
organically grown foods.
* We provide food & and
nutritional products that
support health and well-being.

12. ???
Not Sold $2.78

13. Reading the label...
High Fructose Corn Syrup.

14. $2.49 $2.78
.29 cheaper

15. Unacceptable Ingredients
acesulfame-K (acesulfame potassium * acetylated esters of mono- and diglycerides * ammonium
chloride * artificial colors * artificial flavors * aspartame * azodicarbonamide * benzoates in
food * benzoyl peroxide * BHA (butylated hydroxyanisole) * BHT (butylated hydroxytoluene) *
bleached flour * bromated flour * brominated vegetable oil (BVO) * calcium bromate * calcium
disodium EDTA * calcium peroxide * calcium propionate * calcium saccharin * calcium sorbate *
calcium stearoyl-2-lactylate * caprocaprylobehenin * certified colors * cyclamates * cysteine (l-
cysteine), as an additive for bread products * DATEM (Diacetyl tartaric and fatty acid esters of mono
and diglycerides) * dimethylpolysiloxane * dioctyl sodium sulfosuccinate (DSS) * disodium calcium
EDTA * disodium dihydrogen EDTA * disodium guanylate * disodium inosinate * EDTA * ethyl vanillin *
ethylene oxide * ethyoxyquin * FD & C colors * foie gras * GMP (disodium guanylate) * hexa-,
hepta- and octa-esters of sucrose * hydrogenated fats * IMP (disodium inosinate) * irradiated
foods * lactylated esters of mono- and diglycerides * lead soldered cans * methyl silicon *
methylparaben * microparticularized whey protein derived fat substitute * monosodium
glutamate (MSG) * natamyacin * nitrates/nitrites * partially hydrogenated oil *
polydextrose * potassium benzoate * potassium bisulfite * potassium bromate * potassium
metabisulfite * potassium sorbate * propionates * propyl gallate * propylparaben * saccharin * sodium
aluminum phosphate * sodium aluminum sulfate * sodium benzoate * sodium bisulfite * sodium
diacetate * sodium glutamate * sodium nitrate/nitrite * sodium propionate * sodium stearoyl-2-
lactylate * sodium sulfite * solvent extracted oils, as standalone single-ingredient oils (except
grapeseed oil) * sorbic acid * sucralose * sucroglycerides * sucrose polyester * sulfites (sulfur dioxide)
* TBHQ (tertiary butylhydroquinone * tetrasodium EDTA * vanillin

16. Clear is Important when Everyone Has a Vision.

17. Ownership + Purpose = Drive

18. Customer
Team Members
Shareholders
Vendors
Community & Environment

19. Customer Value Proposition
Trust.
Peace of Mind.
Confidence.
Escape.
Education.
Time.
Fun.

20. Evolution...
Stop Telling Our Story.
Get Customers Involved in the Story.
Inviting them to Shape the Next Chapter.
Engage the Next Generation.
Speak their Language.
Deepen every relationship.

21. Moving the needle...

22. Back to School 2010
Goals...
* Improve Food in Schools
* Education shoppers about the
importance of small choices for
the entire family.
* Inspire trial among new healthy
foods groups.

23. Back to School 2010
Collaboration Case Study
3 Regional Thot Leaders
+
1 Global Project Leader
+
1 Global Designer
+
Store Based Feedback
=
$1,400,000
for salad bars in school

28. Supporting schools & inspiring families to
improve children’s nutrition.
*Salad Bars in Schools: 800 --> 6000
*School Gardens: 1000
*Nutrition & Cooking Education for Teachers
www.facebook.com/wholekidsfoundation

30. we are...
• 60,000 team members
• 667,000 facebook friends
• 1.9 million twitter followers
• 2.1 million monthly web views
• 250,000 unique blog readers
• 750,000 enews subscribers
• 4 million weekly guests...

31. ...and they all want to feel like the only one.

32. The path forward comes from the source
closest to the customer.

33. Minimum Standards
+
Freedom
to Personalize the Brand

34. “They may not remember what you said, but they
will remember how you made them feel.”
Carl Buechner, American Scholar and Author