Whole Foods Pushes Their Low Prices?
A few people told me about an article in today’s New York Times about Whole Foods’s new ad campaign. The new ads paint the upscale chain as…a source for values and deals.
It’s not hard to see the impetus: The chain wants to counter Wal-Mart’s moves into the organic marketplace. Whole Foods claimed earlier this week that they weren’t too worried about the competition, but even a giant company like Whole Foods must flinch when Wal-Mart’s Eye of Sauron turns in a new direction.
As the New York Times article mentions, the new Whole Foods campaign could backfire. The chain’s devoted shoppers may not like the way the new “value” image cuts into the elitist experience they’ve reserved for themselves. On the other hand, it may convince more shoppers to explore the chain’s options. Even if Whole Foods worships the false god of organic food grafted onto an industrial model, the products are better for the environment than conventional supermarket fare.
