24 Apr 2008


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Whole Foods Market: "We're here for keeps"


Whole Foods Market

Whole Foods Market is poised to expand in the UK and take on the leading supermarkets, according to marketing team leader Ben Woodgate.

Whole Foods Market

Speaking today at the Real Food Festival at Earls Court, a speciality food fair supported by Whole Foods Market, Woodgate told Talking Retail: "Our plans are aggressive to rival the big four – we are here for keeps."

Whole Foods Market opened its first UK store in Kensington High Street on 6 June 2007.

Despite a slow start at this flagship branch, Whole Foods Market claims to have turned a corner.

Woodgate, who joined the retailer from Ikea seven months ago, said: "It's going really well. We have seen a significant increase in numbers over the last few months.

"People are learning how to shop us – it's a different kind of store. It's not like your average grocery store – you can't find some of your favourite brands but there are good alternatives in there."

Woodgate added sales uplifts had been "across the board" and there was a polarisation in peoples' shopping habits.

"They ski in the Three Valleys but buy their clothes from TK Maxx," said Woodgate.

In terms of food choices that meant buying both quality products but also shopping across the store's private label range for more value oriented lines.

Woodgate said the store's 100% satisfaction guarantee – consumers can return products if they don't like them with no questions asked – and its "try before you buy" facility were further incentives for Whole Foods Market consumers.

The store's 350-seat eating area was winning appeal, said Woodgate.

It is attracting different "communities" of shopper – families, girlfriends meeting ahead of a night out plus diners who can purchase wine from the store's wine department to drink along with a meal in-store – Whole Foods does not charge for corkage.

A new Mummies Morning on Mondays is also proving popular, said Woodgate.

Prior to its launch the store was quiet on Monday mornings. Now, there are 60 or so mums in store and Whole Foods hosts sessions on children's supplements, baby food sampling and shaping up for summer etc.

There is also a Kids' Club on Monday afternoons where children can enjoy activities such as decorating bags for life.

Other in-store events include a fortnightly wine club, a weekly chef school and a newly introduced meet the producer session.

By Fiona Briggs

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