After a period of great expansion, the company now operates more than 456 stores in the U.S., Canada and the United Kingdom. In its latest annual report 2016, Whole Foods Market stated net sales amounting to about 15.7 billion U.S. dollars. Most of their sales are generated within the United States.
Whole Foods Market was listed as one of the most valuable global retail brands in 2016. Despite this fact, the company has become subject of a controversial debate during the last couple of months. In its early years, the food retailer was especially known for its high food standards and even the brand name was used synonymously with ‘health’ and ‘organic’. Lately, Whole Foods Market was mostly accused of high prices and overcharging.
In order to restore its key reputation of being natural and reliable in consumer’s heads and to differentiate from its stronger up-and-coming competitors, Whole Foods Market recently started a huge national branding campaign. The New York Times estimated the budget for this campaign between 15 and 20 million U.S. dollars. In 2016, Whole Foods Market spent about 96 million U.S. dollars on advertising worldwide.