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Selling the highest quality natural and organic products www.wholefoodsmarket.com


Table of Contents Fact Sheet Biography Local Press Release National Press Release 30 Second Broadcast 60 Second Broadcast Photo Captions Position Paper Pitch Letter


Nov. 15, 2008 FACT SHEET- Whole Foods Market premiere an in-house catering service to NYC’s Tribeca store WHO Whole Foods Market will debut its in-house catering service. WHAT An event to showcase the foods and others specialities available through Whole Foods catering services. WHEN Whole Foods catering service will begin serving customers all over on the nation on Nov. 15, 2008 for this holiday season. WHERE NYC’s Tribeca, one of Whole Foods biggest markets. WHY Whole Foods Markets is premiering a in-house hoilday catering serivce that will help people’s holiday season’s be a little easier. BENEFITS Besides being able to place your catering order in the store for this Thanksgiving or Christmas, customers can place their order online and then pick it up in their local market. Also Whole Foods catering includes the opportunity to order centerpieces, décor and any last minute item one might have forgotten. QUOTE “When founded many years ago, we stood firm on the idea of satisfying and delighting our customers. Today we strive to do the same with the new holiday catering services to make your holiday season a little easier,” said John Mackey, Whole Foods Market CEO. BACKGROUND ON WHOLE FOODS MARKET On Sept. 20, 1980, Mackey, Renee Lawson and partners Craig Weller and Mark Skiles created a natural grocery store, at 12,500 ft. and 19 staff. Now Whole Foods has grown to 276 stores across not only the nation but the world; 41,500 employees and $6.6 in revenue. INFORMATION CONTACT Cathy Cochran-Lewis; national media contact Cathy.CochranLewis@wholefoods.com 512-542-0380


Whole Foods Market, Inc. 550 Bowie Street Austin, TX 78703 Contact: Cathy Cochran-Lewis Cathy.CochranLewis@wholefoods.com 512-542-0380

Immediate Release

Whole Foods roller coaster success Whole Foods Market was created with the concept that our nation was ready for the natural food industry to invade the grocery store world. In 1978, John Mackey and his girlfriend Renee Lawson borrowed $45,000 from family and friends to start their own natural grocery store called Saferway in Austin, Texas. Two years later, Mackey and Lawson partnered with Craig Weller and Mark Skiles to merge Saferway with Clarksville Natural Grocery officially creating Whole Foods Market. On Sept. 20, 1980, Whole Foods opened its first store in Austin with 12,500 square feet and only 19 staff. Since then, Whole Foods has grown astronomically. First, in 1980 with one store in Austin, to today 270 stores in North America and the United Kingdom. Now they have stores in Atlanta, Detroit, Seattle, Hawaii and even West London, etc. Secondly, Whole Foods has grown from 19 employees to now 54,000 employees all over. Fortune Magazine ranked Whole Foods the number 16th of 50 “Best Companies to Work For� in 2007. -more-


p.2 Whole Foods Market Whole Foods provides professional training, 100 percent heathcare coverage, subsidized gym membership, a compressed workweek and even telecommuting. (http://money.cnn.com/magazines/fortune/bestcompanies/2008/snapshots/16. html) Additionally, Whole Foods has merged and acquired over 16 companies since their creation in 1980. These include Whole Food Company, Wellspring Grocery, Bread and Circus, Mrs. Gooch’s, Fresh Fields, Bread of Life, Wild Oats Markets, etc. Wild Oats is a vegetarian natural foods store that orignated in Boulder, CO. They operated 109 stores in 23 states, British Columbia and Canada. Whole Foods merged with Wild Oats in 2007 because of their similar values, mission and vision for the future. In 1980, Whole Foods was created on six values that still ring true today. First, to sell the highest quality natural and organic products avaliable. This includes a passion for food and quality standards. Second, to satisfy and delight their customers. Whole Foods main concern is their customers and they achieve this through customer service, education, retail innovation or inviting store environments.Thirdly, to support team members excellence and happiness. -more-


p.3 Whole Foods Market To excel in this area, Whole Foods creates empowering work environments, gives employees self-responsibility, shares through incremental progress and even shared fate through a salary cap. Next, to create wealth through profits and growth. Fifth, to care about our community and environment through sustainable agriculture, wise environmental practices and community citizenship, etc. And lastly, to create an ongoing win-win partnerships with our suppliers. Whole Foods achieves this through transparency, education and innovation. (http://www.wholefoodsmarket.com/company/corevalues.php) Whole Foods Market found itself with an increased revenue of $6.6 billion at the end of 2007. In recent revenue and investment changes, on Nov. 7, 2008, Leonard Green and Partners invested $425 million in Whole Foods Markets. Green is one of the most experienced and successful investors in the retail industry. According to Mackey’s online blog, “We view this as a strong vote of confidence in our business model and our long-term growth prospects, despite the tough current economic environment.” ( http://www2.wholefoodsmarket.com/blogs/jmackey/ ) Whole Foods Markets was founded on the idea that our nation was ready for a natural and organic grocery store, the company still believes this is true. And today that need is becoming evident all of the world. -endWhole Foods Market, Inc.


550 Bowie Street Austin, TX 78703 Contact: Cathy Cochran-Lewis Cathy.CochranLewis@wholefoods.com 512-542-0380

Immediate Release

Tribeca first to welcome Whole Food’s in-house catering department NEW YORK CITY (Nov.13)- On Saturday, Nov. 13th, NYC Tribeca’s Whole Foods Market will host the grand opening of the in-house catering department. This new department will give customers the opportunity to order their holiday meals online or in the store and pick them up at their designated time and at the store of their choice. They can order items for their Thanksgiving meals such as cooked herb-rubbed turkeys, rosemary chesnut stuffing and sweet potato pie and for Christmas spicy vegetable fritters, red pepper hummus or classic pot roast. But what makes this catering department quite unique? Whole Foods gives its customers the opportunity to order décor and holiday greenery. They can order rosemary cones, a Thanksgiving wheat centerpiece and even their own Christmas tree. At Tribeca’s catering grand opening, each customer will get a taste test of all of the current foods available in the catering department. Also throughout the store, there will be guest chiefs, informational sessions on ‘reduce, reuse, recycle’, organic food options and biodegradable food packaging and all the board of directors will be present to meet and greet customers.

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p.2 Tribeca opening Whole Foods Market was created in 1980 by John Mackey, Renee Lawson, Craig Weller and Mark Skiles. Whole Foods Market began with only 19 employees and its competition consisted of only six other natural supermarkets. Over the last 28 years, Whole Foods has grown enormously. Whole Foods Market have merged and acquisted with over 16 companies making them what who they are today. -end-


Whole Foods Market, Inc. 550 Bowie Street Austin, TX 78703 Contact: Cathy Cochran-Lewis Cathy.CochranLewis@wholefoods.com 512-542-0380

Immediate Release

Whole Foods Market will open 30 stores in 2009 AUSTIN, Texas (Dec. 1)- Whole Foods Market announced on Monday, Dec. 1, 2008 of its big plans for the upcoming year. In 2009, Whole Foods plans to open 30 new stores not only in the United States, but also to continue to spread across the globe. According to John Mackey, Whole Foods CEO, “We plan to spread across the globe throughout 2009. Our goal is for every person to have a chance to experience natrual and organic foods.” From one story in its early years to now 270 across the United States, Canada and the United Kingdom. The year 2009 has the potential to take Whole Foods to a record breaking 300 stores. Whole Foods Market’s first priority is to open stores in the states they are currently not located, which is in 11 states. These include states such as Mississippi, Delaware, Idaho and even Alaska. Whole Foods initial plan is to open a store in the surrounding captial city of each of these states. Next, Whole Foods plans on reaching further into Canada. Currently, Ontario is the only location with a store located in the Western Canada providence. But in 2009, they hope to spread to Nova Scotia in the Maritime providence. -more-


p.2 New stores And lastly, Whole Foods plans to open more locations in the United Kingdom. Currently, it has five stores in London in the towns of Camden, Clapham Junction, Kensington, Soho and Stoke Newington. In the next 365 days, Whole Foods hopes to open stores in Northern Ireland and also Wales. In Wales, they desire to opened a store in Cardiff, the captial, and also Newport. “We know this is an ambitious goal for 2009, but we believe it is possible. The Whole Foods Family would like to see people with a passion for food and quality standards all across our country,� said Mackey. Whole Foods Market was founded in Austin, Texas, when four local businesspeople decided the natural foods industry was ready for a supermarket format. The founders were John Mackey and Renee Lawson Hardy, owners of Safer Way Natural Foods, and Craig Weller and Mark Skiles, owners of Clarksville Natural Grocery. The original Whole Foods Market opened in 1980 with a staff of only 19 people. It was an immediate success. At the time, there were less than half a dozen natural food supermarkets in the United States. Whole Foods has grown by leaps and bounds since its first store opened. -end-


Holiday Catering Black

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ARE YOU HOSTING A HOLIDAY PARTY AND DON’T HAVE ANYTHING READY? USE WHOLE FOODS MARKETS AS YOUR HOLIDAY CATERING RESOURCE. ALL YOU HAVE TO DO IS GO TO W-W-W-DOT-WHOLE-FOODSMARKET-DOT-COM AND PLACE YOUR ORDER AND THEN PICK IT UP AT YOUR LOCAL WHOLE FOODS. FOR THIS THANKSGIVING, DELIGHT YOUR FAMILY AND FRIENDS WITH A COOKED HERB-RUBBED TURKEY, CORNBREAD DRESSING, SQUASH CASSEROLE AND HONEY BAKED MASHED SWEET POTATOES. LET WHOLE FOODS DO THE WORK FOR YOU! ( END )

Holiday Catering

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WHOLE FOODS IS RESCUING YOU FROM ALL YOUR HOLIDAY STRESS AND WORRY WITH TWO SIMPLE WORDS: ONLINE CATERING. ALL YOU HAVE TO DO IS PLACE YOUR ORDER ONLINE AT W-W-W-DOTWHOLE-FOODS-MARKET-COM AND THEN PICK IT UP IN YOUR LOCAL STORE. BUT THIS HOLIDAY SEASON, WE ARE MAKING THINGS EVEN EASIER. WE ARE NOW OFFERING SEASONAL DECORATING. YOU CAN ORDER A VARIETY OF CHRISTMAS CENTERPIECES, THANKSGIVING CENTERPIECES AND EVEN ROSEMARY CONES. SO ALONG WITH YOUR TURKEY, GREEN BEAN CASSEROLE, APPLE PIE AND PRESTO PROSECCO, YOU CAN DECORATE YOUR HOME FOR THE HOLIDAYS AS WELL. ( MORE )


SO WHEN YOU ARE BECOMING STRESSED ABOUT THIS HOLIDAY SEASON, VISIT THE WHOLE FOODS WEBSITE TO FUFILL ALL YOUR NEEDS. WHETHER IT BE FOOD OR DÉCOR, ANYTHING YOU NEED IS THERE! ( END )


Whole Foods Market is headquartered in Austin, Texas. Whole Foods was originally established in Austin in 1980 by John Mackey and Renee Lawson and partners Craig Weller and Mark Skiles.


Whole Foods Market’s chocolate fountain is just one of the delicious options available. The in-house catering department offers this to its customers for this upcoming Thanksgiving or Christmas.


Coconut ambrosia, green beans with shallots and almonds, fall harvest couscous and spiced cranberry sauce are all available at WholeFoods.com. This holiday season use Whole Foods and serve these delectable dishes.


CALL TO ACTION WHOLE FOODS MARKET’S ENCOURAGES CONSUMERS TO GO ORGANIC AND NATURAL IN THEIR FOOD CHOICES We, Whole Foods Market, Inc., believe that eating natural and organic food is the most healthy and smart choice consumers can make. We feel that the consumer should be informed on their options for natural eating and the effects of the alternative. Whole Foods was created on Sept. 18, 1980 in Austin, TX by four business people who felt it was time for a natural and organic grocery store. John Mackey and Renee Lawson from Saferway Natural Foods and Craig Weller and Mark Skiles owners of Clarksville Natural Grocery came together with 19 employees and $45,000. First, Whole Foods provides foods that are organic. These are foods that are grown without the use of certain pesticides and artificial fertilizers, free from contamination by human or industrial waste and processed without radiation or food additives. Whole Foods cheese department sells from 250 to 10,000 of the best cheeses from all over the world. Many of these cheeses are organic and also free from rBST (recombinant bovine growth hormone) that are picked by Whole Foods employees visiting farms across the nation. Second, Whole Foods provides foods that are natural. These are foods that have been subjected to only mild processing. According to its website, “When you shop with us, you won’t find artificial flavors, colors, sweeteners, preservatives or those nasty transfats. We just offer real food, pure and simple.” (www.wholefoods.com/products/grocery.php) Consumers can find natural products in the bread, cheese and grocery sections. Even cleaning agents and paper products are natural and eco-friendly providing your family with the best quality available. Since 1980, Whole Foods has grow to 270 stores all across the United States, Canada and even the United Kingdom; seven in Arizona, 52 in California and 9 in Virginia. Any consumer can get to a Whole Foods and purchase natural and organic foods at their convenience. But many consumers view Whole Foods as expensive and say there are similar options at such groceries as Kroger and Publix. Whole Foods prints The Whole Deal for its customers to inform them of values at their local store with over $40 of coupons, 15 budget receipes and many other money saving tips. According to its website,“There's no denying that quality costs, but when we get a deal, you do, too. And when something is worth a few extra cents, we can tell you exactly why. ‘The Whole Deal’ is all about giving you the whole story, so you'll know just how to get the most bang for your buck without sacrificing the benefits of natural and organic foods.” (www.wholefoods.com/products/wholedeal/index.php) When looking at consumer’s alternatives, Kroger offers natural and organic groceries. But to have as many options and the consumer will have to search online through hundreds of brands and speciality grocery products including international/regional, health and wellness, organic, kosher and special


collections. And then place your order online and Kroger will deliver it to your home or office (www.kroger.com/services/Pages/specialty_grocery.aspx) Because of the growing concern with what people eat, Publix has created the Greenwise Market. Greenwise products include applesauce, bagged salads, beef, canned tomatoes and vegetables, chicken, pork, juices, etc. On Publix’s Greenwise website, they offer customers a natural foods glossary. This glossary includes words like antioxidants, fiber, saturated fat or vegetarian. According to its website, “More and more people today are paying close attention to what they eat. They're looking for options that are more natural and less processed. They're trying to avoid additives and chemicals, and seeking products raised in a way they can feel good about. To meet these growing needs, Publix has created Publix Greenwise Market.” (www.publix.com/wellness/greenwise/Home.do) Through eating naturally and organically our nation has the chance to improve their health in an overwhelmingly obese culture. “We do the research to stay on top of food and health issues and work hard to maintain the highest quality standards of any grocer in the country.” (www.wholefoodsmarket.com/nutrition/index.php) Whole Foods proposes consumers beginning to eat healthy and becoming aware of the options out there. Whole Foods can assist them with knowledge about natural and organic foods through choices and unique opportunities. They offer in-house catering, locally grown food and beverages, an online cooking show and even community blogging. Whole Foods Market gives our nation, Canada and the United Kingdom the chance to experience natural and organic foods at our convenience and with the opportunity to improve our health.


Whole Foods Market, Inc. 550 Bowie Street Austin, TX 78703 Mr. John Marzulli Staff Writer NY Daily News 450 W. 33rd Street New York, New York 10001 November 5, 2008 Dear Mr. Marzulli: Whole Foods Market is a natural and organic food grocery store that has grown exponetially since its opening in 1980. We sell pioneered items such as glutenfree bread, unique array of coffee across the roasting spectrum, organic meats raised humanely and even plant-based ingredients for whole body products. To expand our clientele even further, Whole Foods is now offering an in-house catering department. Clients will be able to place their order for a holiday meal online and pick it up at their closest store whether it be on the east coast, west coast, Canada or the United Kingdom. On November 13th, 2008 customers will be able to visit the New York City Tribeca store and receive many perks through the introduction of the in-house catering department. They will get a taste test of all of the current foods available in the catering department. Also throughout the store, there will be guest chiefs, informational sessions on ‘reduce, reuse, recycle’, organic food options and biodegradable food packaging, and all the board of directors will be present to meet and greet customers. Through this grand opening, we hope Whole Foods customers will see the convenience of the catering department and all of the options they have. From sinful scalloped potatoes to apple cranberry pie to even Thanksgiving or Christmas centerpieces. We would be willing to offer the NY Daily News readers special coupons for our market or even a guest cooking class. I think this would be a great story to showcase the stress-free holiday season possible through Whole Foods Markets. Sincerely, Cathy Cochran- Lewis Media Relations; Whole Foods Markets, Inc.


Whole Foods Market Press Kit