Whole Foods Market's Growth Strategies and Future Prospects


Whole Foods Market's Growth Strategies and Future Prospects
Case Code: BSTR244
Case Length: 22 Pages
Period: 1978-2006
Pub Date: 2007
Teaching Note: Available
Price: Rs.400
Organization: Whole Foods Market
Industry: Retail
Countries: The US
Themes: Growth Strategy
Whole Foods Market's Growth Strategies and Future Prospects
Abstract Case Intro 1 Case Intro 2 Excerpts

Background

The history of WFM goes back to 1978, when John Mackey (Mackey), a college dropout from Texas, and his friend Renee Lawson Hardy (Hardy), started an organic foods store in Austin, Texas. The store was called Safer Way Natural Foods (after Safeway Inc.), and the partners opened it with a capital of $45,00011 borrowed from their friends and families.

Safer Way was a 3,000 square foot store, which primarily sold organic food and groceries. The store also contained a small restaurant. The store and the restaurant were strictly vegetarian, and the partners sourced their supplies from local communities.

This was around the time when consumers had started becoming concerned about the use of chemicals and additives in food products, and it wasn't long before Safer Way had found a loyal clientele. But Mackey and his partner had had no business training, and found it difficult to run the business. By the end of the first year, the store had lost $23,000....

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