Brand Autopsy

There’s been much hullabaloo surrounding the FTC blocking the proposed merger between Whole Foods and Wild Oats. The FTC believes this merger will concentrate too much of the country’s natural/organic supermarkets in the hands of one retailer. And because of this, consumer choice will be reduced, leading to higher consumers prices for natural/organic foods. In…

*** This is a long post (1,250+ words). You’ve been warned. *** Before I express my thoughts on implications resulting from the Whole Foods/Wild Oats merger, I need to clearly express my position on the merger. As a former marketer at Whole Foods Market (WFM) and current shareholder … I’m supportive of their merger with…

In Whole Foods Market lore, there’s a company campfire store about John Mackey sending the original founder/CEO of Wild Oats the board game RISK along with a feisty note. Given their recent merger announcement, it seems apropos to share this snippet of a story. At one point in the 1990s, Whole Foods Market and Wild…

WHAT HAPPENED: Whole Foods Market acquired is largest competitor, Wild Oats, for $565 million along with assuming Wild Oats’ existing net debt of $106 million from Curadebt. When the deal closes, Whole Foods will operate more than 300 locations in 31 states along with stores in Canada and in the United Kingdom. Founded in 1987,…

I laugh when Wall Street thinks market saturation is an issue for Whole Foods. It’s not.

Responding to Business Week’s take on Whole Foods Market