What's the Deal with Whole Foods?
At the start of this research project we had no idea what we wanted to research. After weeks of initial research and deliberation we decided to research Whole Foods Markets. We really wanted to know why consumers are willing to spend more money on their meat at Whole Foods then at an average grocery store. What is it about Whole Foods that consumers find so intriguing? Is the meat really better for you? Is the butcher knowledgeable about the meat they sell and where it comes from?
As research participants we have never been to a Whole Foods market so we decided we wanted to get in the field to find out what this store is all about. We decided we would visit a Whole Foods market but first we researched the store so we knew what they were all about before our visit. We were able to learn a great deal about the store on the company website. We discovered that the Whole Foods started with one store in Austin Texas back in 1980. Today, Whole Foods markets is the world’s largest leader in natural and organic foods. There are a total of 310 stores in North America the United Kingdom. Whole Foods claims their success is due to the fact that they still honor their original core values. Whole Foods core values are:
Whole Foods goal is to sell the highest quality products they possibly can. In terms of the meat sold at Whole Foods, the store offers pages of information about their meat on the website. Whole Foods claims that meat sold in their stores was raised with care and is still great tasting. Whole Foods has partnerships with farmers and ranchers that allows them to offer high quality local and organic meats. Whole Foods wants to be able to tell their consumers how the animals were raised and where the animals came from. In order to do so, Whole Foods partnered with Global Animal Partnership and created the 5-Step Animal Welfare Rating Standards. The 5-Step Animal Welfare Rating Standards was developed so consumers could get a better understanding of the living conditions the animal was raised in. Right now the ratings are only available for pigs, chickens, and cattle. Global Animal Partnership is currently developing standards for other animals such as turkey and lamb.
Global Animal Partnership trains independent third-party certifiers/auditors to determine a meats rating. The auditors use very detailed specific criteria to evaluate the health, well-being, handling, living conditions, and transportation of the animals. It is important for consumers to understand that the ratings are not related to organic certifications. The 5-Step Animal Welfare Rating Standards are all about animal welfare only. Here is a look at all of the Steps of the Standards:
Global Animal Partnership trains independent third-party certifiers/auditors to determine a meats rating. The auditors use very detailed specific criteria to evaluate the health, well-being, handling, living conditions, and transportation of the animals. It is important for consumers to understand that the ratings are not related to organic certifications. The 5-Step Animal Welfare Rating Standards are all about animal welfare only. Here is a look at all of the Steps of the Standards:
Whole Foods in Marlton, NJ.
After a significant amount of research we were ready to get out in field. We visited the Whole Foods market in Marlton, NJ, on April 19th.
When we first entered the store we were blown away by all the displays and the set-up. Everything was organized and well advertised. We were really excited to see the meat section so we headed to the back of the store first. The meat are was very easy to find. The display of meats was amazing. Everything appeared to be so clean and fresh. All the meat was displayed in a large glass class. The meat is not pre-packaged like it is at an average grocer.
When we first entered the store we were blown away by all the displays and the set-up. Everything was organized and well advertised. We were really excited to see the meat section so we headed to the back of the store first. The meat are was very easy to find. The display of meats was amazing. Everything appeared to be so clean and fresh. All the meat was displayed in a large glass class. The meat is not pre-packaged like it is at an average grocer.
As we observed the area, we noticed that all the meat was labeled with a description and a rating. Most of the meat at this particular store ranged from a two rating to a four rating. We didn’t see many meats rated a one or a five. On the meat counter there was a picture and information about the butcher. The counter also included pamphlets for customers about the 5-Step Animal Welfare Rating Standards.Being
active research participants we asked the butcher about the ratings.
The butcher explained to us that Whole Foods partnered with Global Animal Partnership so that consumers could understand where their meat was coming from and the quality of life the animals lived. Being the prepared researchers that we are, we already knew all about the standards but it was great having the butcher confirm our research for us. We told the butcher that we noticed that this particular store offered a great deal of rating 2 and rating 4 meats and that we could not locate any rating 5 meats. The butcher informed us that the only rating 5 meat they sell thus far is a large whole chicken. The butcher told us that they are working on getting rating 5 beef in the near future. The butcher also told us that a ratings guide will be coming out shortly for turkey, lamb and sausage.
As we continued to observe all the meats we noticed there was a great price range between the ratings. The lower the ratings the cheaper the meat costs, therefore the healthier the meat is for a consumer the more expensive the meat costs. Being the active research participants that we are, we wanted to know why? The butcher was very informative in this area. He explained to us that part of our taxes goes to factory farmers. Organic Farmers do not receive any government assistance so their cost is much higher.
Before leaving Whole Foods we asked the butcher one last question: “Why do you think consumers choose to buy their meat here, spend extra money, rather then go to an average grocer?” The butcher smiled and said, “Most consumers want to know that the food they are eating is natural and healthy. If the consumers have questions about their meat, we can answer their questions. We know where our meat comes from, most retailers cannot say the same.”
Once we finished speaking to the butcher we walked around the store a bit, and left with a better understanding of why some consumers are willing to pay extra money for their meat at Whole Foods. We still felt the need to research a little deeper. We made a decision to separately visit two different grocery stores. We decided that we would both ask the butchers questions about the health, wellbeing, handling, and living conditions of the animals. Once we made our visits we would get together and collaborate.
active research participants we asked the butcher about the ratings.
The butcher explained to us that Whole Foods partnered with Global Animal Partnership so that consumers could understand where their meat was coming from and the quality of life the animals lived. Being the prepared researchers that we are, we already knew all about the standards but it was great having the butcher confirm our research for us. We told the butcher that we noticed that this particular store offered a great deal of rating 2 and rating 4 meats and that we could not locate any rating 5 meats. The butcher informed us that the only rating 5 meat they sell thus far is a large whole chicken. The butcher told us that they are working on getting rating 5 beef in the near future. The butcher also told us that a ratings guide will be coming out shortly for turkey, lamb and sausage.
As we continued to observe all the meats we noticed there was a great price range between the ratings. The lower the ratings the cheaper the meat costs, therefore the healthier the meat is for a consumer the more expensive the meat costs. Being the active research participants that we are, we wanted to know why? The butcher was very informative in this area. He explained to us that part of our taxes goes to factory farmers. Organic Farmers do not receive any government assistance so their cost is much higher.
Before leaving Whole Foods we asked the butcher one last question: “Why do you think consumers choose to buy their meat here, spend extra money, rather then go to an average grocer?” The butcher smiled and said, “Most consumers want to know that the food they are eating is natural and healthy. If the consumers have questions about their meat, we can answer their questions. We know where our meat comes from, most retailers cannot say the same.”
Once we finished speaking to the butcher we walked around the store a bit, and left with a better understanding of why some consumers are willing to pay extra money for their meat at Whole Foods. We still felt the need to research a little deeper. We made a decision to separately visit two different grocery stores. We decided that we would both ask the butchers questions about the health, wellbeing, handling, and living conditions of the animals. Once we made our visits we would get together and collaborate.
Our findings were unbelieveable. First, the meat is all pre-packaged at average grocers. It is not displayed in cases. The labels on the meat do not tell you anything about where the meat came from or the welfare of the animals. The butchers at both grocers were unable to answer either of our questions. One of the grocers kept talking around the questions and explained how they guarantee that there is not pink slime in their meat. They were unable to inform us where their meat came from, how the animals were raised, or how they were transported to the store. We were both amazed at how little these butcher’s knew and almost felt embarrassed for them. It definitely had an impact on the two of us. If the butchers doesn’t know anything about the meat that they sell how could they ensure that the meat is safe to consume?
Doing some more of our own research, we came to the conclusion that the meat from the supermarkets we visited that we have shopped at and bought meat for our families most likely came from a factory farm. Factory farming is when livestock is raised in a place (“farm”) that operates like a factory. The living conditions are not anything anyone would want to live in and the animals are only seen as a profit. The more animals the more money. Therefore, space is limited. Animals are packed into confined spaces often with not much room to release their feces. These animals are also pumped full of antibiotics and hormones so they can grow without the need of exercise, natural light, and time. Animals on factory farms live in unnatural, inhumane, and unhealthy conditions. Butchers at these supermarkets may know this and may not disclose this to their consumers. Whole Foods is proud to tell their customers where their meat is coming from and how the animals are raised.
It is clear to us now why consumers are willing to spend more money on their meat at Whole Foods then at an average grocery store. If you want to know what you’re eating and understand the quality of your food then Whole Foods is the place to shop. There is a better guarantee that you’re getting healthier meats at Whole Foods because you know that the animals were raised in better conditions. In our opinions, the better living conditions for the animals the healthier meat we will be consuming. Neither of us have ever been to a Whole Foods market, but after this experience we will both be making regular visits to Whole Foods for our meat purchases. It is important to us that we are feeding our family and friends the healthiest and safest meats available.
The way in which Whole Foods prides themselves on their honest business is why many people shop there. Between their core values and dedicated employees, the environment in a Whole Foods store is unlike any other. They are always finding inovative ways to reach their consumers like their website blog, facebook, Flickr and Twitter! Many stores, like Marlton, have their own Twitter page where they will post daily deals and new products. Find your local Whole Foods twitter page here.
Whether it is Whole Foods dedication to providing their customers with the top organic meat possible, their dedicated hardworking employees, or their means of communicating with their customers, it is clear to see why consumers shop at Whole Foods and do not mind spending extra money for knowledge of where their meat comes from. After this project, Whole Foods has at least two new customers!
Doing some more of our own research, we came to the conclusion that the meat from the supermarkets we visited that we have shopped at and bought meat for our families most likely came from a factory farm. Factory farming is when livestock is raised in a place (“farm”) that operates like a factory. The living conditions are not anything anyone would want to live in and the animals are only seen as a profit. The more animals the more money. Therefore, space is limited. Animals are packed into confined spaces often with not much room to release their feces. These animals are also pumped full of antibiotics and hormones so they can grow without the need of exercise, natural light, and time. Animals on factory farms live in unnatural, inhumane, and unhealthy conditions. Butchers at these supermarkets may know this and may not disclose this to their consumers. Whole Foods is proud to tell their customers where their meat is coming from and how the animals are raised.
It is clear to us now why consumers are willing to spend more money on their meat at Whole Foods then at an average grocery store. If you want to know what you’re eating and understand the quality of your food then Whole Foods is the place to shop. There is a better guarantee that you’re getting healthier meats at Whole Foods because you know that the animals were raised in better conditions. In our opinions, the better living conditions for the animals the healthier meat we will be consuming. Neither of us have ever been to a Whole Foods market, but after this experience we will both be making regular visits to Whole Foods for our meat purchases. It is important to us that we are feeding our family and friends the healthiest and safest meats available.
The way in which Whole Foods prides themselves on their honest business is why many people shop there. Between their core values and dedicated employees, the environment in a Whole Foods store is unlike any other. They are always finding inovative ways to reach their consumers like their website blog, facebook, Flickr and Twitter! Many stores, like Marlton, have their own Twitter page where they will post daily deals and new products. Find your local Whole Foods twitter page here.
Whether it is Whole Foods dedication to providing their customers with the top organic meat possible, their dedicated hardworking employees, or their means of communicating with their customers, it is clear to see why consumers shop at Whole Foods and do not mind spending extra money for knowledge of where their meat comes from. After this project, Whole Foods has at least two new customers!