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TRANSCRIPT
Whole Foods Market: Plant-‐Strong™ RDs in Ac;on
Whole Foods Market Core Values
• As a company we are guided by core values
– Reflect what is truly important to us as an organiza;on
• Values that do not change from ;me to ;me
– They are the underpinning of company culture
Our Healthy Ea;ng Core Value
Promo;ng the health of our stakeholders through healthy
ea;ng educa;on
Health Starts Here
• How the core value lives and breathes • Logo represents guidelines • Four Pillars – Whole Food – Plant-‐Strong ™ – Nutrient Dense – Healthy Fats
Healthy Ea;ng Specialists
• They teach the HOW • Focus on cooking with the four pillars • Shoppers, team members & community
Team Member Wellness
• Immersion Programs – 4 programs offered twice a year – Week long intensive educa;on
• Biometric Screening – Once a year free tes;ng – Discount incen;ves
Engine 2 Partnership • 2009 John Mackey—Whole Foods Market Co-‐CEO read the book The Engine 2 Diet
• John invited Rip to be a healthy ea;ng ambassador
• Rip tours the country mo;va;ng team members and communi;es to ignite their health
E2 Plant-‐Strong Guidelines
• Zero animal products • No added oils…ever! • 100% whole grains • Minimal added sugar, IF at all! • Less than 25% total calories from fat • 1:1 ra;o milligrams sodium to calories
Engine 2 Plant-‐Strong™ Products
• 7 SKUs launched October 2012 • 7 new SKUs November/December 2012 • 4 new SKUs March 2013 • 4 new SKUs July 2013 • Covering 7 categories
Growth Metrics • All products promoted in January – Promo lie between 40% and 100% for all items
• Monthly sales more than doubled in January – Promo;onal ac;vity – Increased distribu;on
• Baseline sales s;ll to be established – To compare growth across ;me periods
Engine 2 and Core Value
Engine 2 is Whole Foods Market’s Healthy Ea;ng Brand
