Whole Foods is tired of its “Whole Paycheck” moniker. Though I have no hard data, it seems as though the store has made some effort in recent months to offer products that are less expensive than the top-of-the-line organic/natural/free-range/chemical-free/etc. items that also line their shelves.
Still, the “Whole Paycheck” reputation persists.
With financial results coming up short — “Whole Foods’ stock was the second-worst performer in the S&P 500 after losing 30-some percent of its value since January,” according to Slate — the company has decided it’s now become a business imperative to shake this nickname. It’s launching its first-ever branding and marketing campaign this fall.