A discussion as when customers reconcile their perception & beliefs about the brand with reality. (Whole Foods in the news)
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When thinking about the Whole Foods brand what comes to mind? Organic, natural, fresh, good-for-you, locally grown, responsible food? Now, picture its target market or regular Whole Foods shopper. How would you describe them? Conscious food eaters, health/nutrition valuers, responsible, image strivers. Many of these shoppers like to frequent farmer’s markets, as well. I believe I am making a safe assumption when I state that most Whole Foods shoppers understand that they are paying a premium for the goods served at the store; yet, that does not deter them—they shop at Whole Food for a reason.
Recently, a local TV news item has hit the Internet regarding specific Whole Foods products. It has become viral. Quite simply it shows that some of Whole Foods’ store brand frozen foods, 365 Organic, are from China. It has become viral as it has shocked people. It raises concerns—how are they assured these products are organic? (Different governments may set different regulations, etc.). It raises doubt about the brand. It leaves customers reconciling their perception and beliefs about the brand with reality.
At the core of Whole Foods’ brand is its product: food. As a society, we trust that our food is safe. At Whole Foods’, we trust even more…that the 365 Organic food line is free from pesticides, grown environmentally responsibly, and possibly is as fresh (i.e. local) as possible. Like the farmer’s markets, we believe the small, independent farmers are being patronized. Realizing that this food is grown in China conjures up different images (for right or wrong) such as not-fresh (it traveled over thousands of miles, over many days), unsafe (how can the USDA really regulate these farms, what are China’s food supply laws?), and not local. For some, it goes against the Organic food principles that they have established in their own mind. Thus, has Whole Food’s diverted from its core positioning or core brand that the consumers hold…the one that has created fanatics, loyalists, believers, and shoppers?
Whole Foods states their organic commitment as
“Some things are just no brainers, like knowing you can always find a lot of organic food at our stores. We offer you the biggest and best choice we possibly can because it’s an important part — perhaps the most important part — of our commitment to you and the planet. Choosing organic supports farmers and producers who believe in good health, quality foods and earth-friendly sustainable agricultural practices. And that’s good for everyone, from the farm worker to the planet to your family – and future generations too.”
Yet, as I questioned family and friends in a discussion regarding this, again the aspirations of this statement become fallible with the “Product of China” label. Concerns raised were the fossil fuels and pollution created during the trans-continent journey of the food; do I truly trust that it is organic; and why isn’t Whole Foods impacting and helping the organic farmers in this country. (Note this was non-scientific discussion; thus the concerns cannot be applied to American or target market; yet provide a starting point for discussion.)
Right or wrong, Whole Foods’ customers and the public at large have placed expectations on the retailer. Most of these expectations result from the company’s positioning in the marketplace. Consumers feel misled and disappointed (the opposite of a delighted customer) when these expectations are not met. Fanatics, loyalists and even sporadic shoppers may become disappointed when their Whole Foods’ brand perception nor image is not met.
Positioning and imaging is much more than copy on a website, a slick advertising campaign, and the experience at the store…it gets to the heart and soul of everything you do and provide to your customers and society-at-large. An image reflects how you treat your employees, how and where you source materials from, and the products you stock for purchase. When you lose sight of this or cut corners, you have broken that promise with your fanatics, loyalists, and shoppers. It then depends how your customers feel and react to this.
I would love to hear your opinion…has Whole Foods broken its “marketing promise” or perception? Do customers have a right to create their own image/perception of Whole Foods and hold Whole Foods (or any company) responsible for it? Is this a non-issue?
