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Whole Foods' commitment to consumer trust fails "whole wheat test"
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ryan
over 2 years ago about Whole Foods Market
Best-selling author Seth Godin recently wrote a blog about his experience at Whole Foods, when he asked the bakery clerk if the “whole wheat bread” that he was about to buy was 100% whole wheat. The answer – no. The conclusion – consumers are being mislead, and while this may appear like an insignificant omission of information, it clearly demonstrates that the retailer is neglecting its opportunity to proactively share information with its consumers.
Meanwhile, other retailers are setting new standards for straightforward product labeling, such as Hannaford Supermarket’s incorporation of a star system, developed by an accomplished scientific advisory panel, for the nutritional content of the food its stores sell. The system has been so effective that manufacturers of unhealthier options are complaining, so it must be working.
Whole Foods should take a more aggressive stance in sharing information about the effects of the food it sells on consumers’ health. The benefits of unlimited consumer trust are far more substantial than the additional margin earned by selling fake whole wheat bread as the real thing.
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