Whole Foods Market is an U.S. - based grocery retailer with an emphasis on organic and natural food products. The firm’s roots date back to September 20, 1980, when the retailer opened its first store in Austin, Texas. The company’s headquarters still remains in this Texan city.
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.
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