In 1978, two entrepreneurs, John Mackey and Renee Lawson Hardy, began a challenging venture to create a company that incorporated the values of healthy living and conscious capitalism, all with a $45,000 loan. Their efforts led them to open a small natural foods store named Safer Way Natural Foods, founded in Austin, Texas in 1980. The two founders had a difficult time beginning the company and later merged with Clarksville Natural Grocery, which culminated in the two companies becoming the world’s largest retailer of organic and natural food and personal care products. The company was called Whole Foods. Whole Foods has grown, not only domestically but also internationally, since its initial expansion in 1984.

Starting the business was no easy feat; the company has faced many challenges along the way. Less than a year after opening, a devastating flood hit central Austin, which wiped out the store’s entire inventory. The company faced more than $400,000 worth of damages. After weighing options, the employees banded together to work as a team. With the help of the community, they were able to reopen their store in four weeks. From the beginning, Mackey instilled company core values in all aspects of the organization. 

Questions for Discussion

1. How has Amazon changed the Whole Foods marketing strategy

2. What is the role of teamwork in implementing the Whole Foods marketing strategy

3. Will national brands and a centralized approach to product decisions help or harm the future success of Whole Foods