Whole Foods Market Integrated Communications Management Plan Book

Blueprint Creative Carmen Collins, Megan Garcia, Kate Padgitt, Yasmeen Seiba, Lauren Vasquez

Whole Foods Market

Blueprint Creative Mission Statement We the people of Blueprint Creative, in order to form a more perfect integrated communications management campaign, establish innovation and ensure team creativity.

We aim to provide our clients with the building blocks of effective marketing strategies and a firm foundation based on creativity and research to take their brand to the next level. Â

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Executive Summary The following brief will cover in detail Blueprint Creative’s solution to Whole Foods Market’s presented opportunity. First, you will find an overview of Whole Foods Market’s situation, which will offer valuable insight into the current state of the company. Second, you will find the opportunity statement Blueprint Creative has crafted that identifies the overall goal of this brief. Next, we have identified the critical factors relevant to this situation and have listed them in order of importance.

Additionally, Blueprint Creative has laid out the scope of the campaign and has identified Whole Foods Market’s target market. Using all of the information stated above, Blueprint Creative then created three alternatives and evaluated each using a pro and con format. Upon review, we identified our recommended solution and crafted a media plan and budget for this solution. Finally, evaluation methods and additional comments are provided, along with the sources of research used in this brief.

Whole Foods Market’s request for Blueprint Creative was to develop three alternative solutions that focus on in-store promotion in order to drive sales and highlight the company’s Values Matter campaign. It was suggested that each alternative focus on one of Whole Foods Market’s eight grocery store departments. We were given the freedom to choose if we wanted to implement the campaign locally, regionally, or nationally.

Blueprint Creative decided to focus on implementing our initial campaign at the Whole Foods Market flagship location on Lamar Boulevard in Austin, TX, and then expanding to other Austin locations. Our alternatives promote the specialty foods, wine, prepared foods, meat and dairy, and grocery departments. These choices allowed us to construct creative, location-specific ideas with the potential of further developing the promotions into a national campaign. After careful review, Blueprint Creative confidently recommends Alternative C, the Build a Better Lunchbox campaign, which focuses on the meat and dairy and grocery departments within Whole Foods Market.

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Leading up to this decision, Blueprint Creative first conducted online secondary research to better understand the company’s national reputation, which products would be most beneficial to feature, and the company’s current promotional activities. We then searched programs and nonprofits organizations that Whole Foods Market could become relevantly involved with, as well as information about the demographics and psychographics of the company’s current target market. In order to gain primary research, our team visited the Whole Foods Market location on Lamar Boulevard to study the company’s employees, customers, store layout, and personality.

To generate ideas for in-store promotions, Blueprint Creative used our primary research to brainstorm creative themes and events for the store. Our team first thought of popular Austin community events and then sought to merge these events with seasonal campaigns that, ultimately, highlight the value of Whole Foods Market. After weeding out irrelevant ideas that did not meet the objectives of our goals, Blueprint Creative was able to craft three alternative solutions that will both drive sales and increase awareness and understanding of the company’s Values Matter campaign.

Before selecting Alternative C, the Build a Better Lunchbox campaign, Blueprint Creative took many factors into account. First and foremost, we considered which alternative most comprehensively communicated Whole Foods Market’s value and drove sales. One component of the Build a Better Lunchbox campaign involves relaying valuable nutritional information to Whole Foods Market’s target audiences. As a team, we agreed that this alternative most clearly communicated the company’s value.

Furthermore, the profit-share aspect of this alternative allowed us to emphasize not only the monetary value of Whole Foods Market, but the social value of the company as well. Most importantly, we saw this campaign as being easily implemented nationwide should it result in notable success at the company’s flagship location. While we feel that all three alternatives successfully promote Whole Foods Market’s value to its target market, Blueprint Creative ultimately recommends Alternative C to accomplish our objectives holistically.

After selecting the best alternative to implement in all Whole Foods Market Austin locations, we developed media and budget plans for the duration of the promotion. The media timeline starts during June and lasts until back-to-school season in September. Our media efforts are mainly digital promotions through blogs, social media, and the Whole Foods Market website; however, we also chose to heavily focus on in-store promotions. The budget factors in all promotional efforts from the in-store aisle decorations to the online blogging efforts, and gives us a grand budget total of $7,200. This budget does not include the portion of sales that will be donated to the National School Lunch Program.

Blueprint Creative sought to develop an integrated campaign that could be implemented locally and nationally that not only meets the objectives that were assigned to us, but also incorporates a call to action. The success of this campaign depends heavily on many moving parts. So while the Build a Better Lunchbox campaign is feasible, further research and third party cooperation will be required to launch the campaign nationally.

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Overview In 2008, the United States was in the midst of the worst food inflation in 17 years. Whole Foods Market was heavily impacted by these rising costs, but decided to use this economic downturn as an opportunity to share its value with customers. Whole Foods Market’s goal was to reassure customers that the grocer would continue to offer the highest quality of natural and organic food products at competitive prices.

Whole Foods Market launched The Whole Deal, a coupon and value guide that shares triedand-true ways for shoppers to cut costs when shopping for natural and organic groceries. In addition, Whole Foods Markets across the country began hosting tours in which customers were guided through the store by “Value Gurus” who informed customers how to shop the store on a budget. The Whole Foods Market public relations team took advantage of the opportunity to promote 365 Everyday Value, the company’s private label brand, to top media across the country by sending reporters samples of brand items to physically show the quality and value of food from Whole Foods Market.

The public relations team began furthering Whole Foods Market’s online and social media outreach. One of their goals was to establish Whole Story, the company’s blog, as the go-to online destination for tips and tricks to save money while grocery shopping. Value-focused blog posts and budget-focused contests were released regularly on Whole Story. In addition, individual Whole Foods Market Facebook, MySpace, and Twitter accounts were created and began sharing the company’s latest deals, events, and savings opportunities on a more local basis.

Now, the public relations team wants to continue the conversation by illustrating Whole Foods Market’s value through in-store events.

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Opportunity Statement Blueprint Creative needs to create, develop, and implement an integrated brand promotion campaign focused on one or two of Whole Foods Market’s eight departments. The goal of this campaign is to establish Whole Foods Market as the premier grocer that offers the highest quality of natural and organic food products at competitive prices in order to retain current customers and drive sales. Â

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Critical Factors §

Many adults are preparing more meals at home, using more coupons, or going out of their way to look for lower-cost items as a result of higher food costs

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Shoppers who are health conscious are more likely to shop at Whole Foods Market for their regular grocery needs since they understand the value of quality food

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Whole Foods Market recently initiated several programs showing consumers how to shop the store on a budget

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Two out of three adults prefer to buy natural and/or organic foods to conventional foods if prices are comparable

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Whole Foods Market’s current target consumer is a working parent between the ages of 30 and 50

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Whole Foods Market’s local social media accounts have seen tremendous growth as a result of increased brand engagement with consumers

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Most of Whole Foods Market’s advertising is done at the local level

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During the 2008 economic recession, food inflation was above four percent

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The average age of regular Whole Foods Market shoppers is between 18 and 30

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Whole Foods Market is sometimes negatively referred to as “Whole Paycheck” because of its high prices

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Scope The overarching focus of our alternatives is to emphasize the community aspect of Whole Foods Market and the value that the company offers its customers through in-store events. Each of our three presented alternatives focuses on a smaller, more specific segment within this broad idea. This emphasis will retain current customers, while attracting new customers. We strived to ensure that our alternatives were realistic and had the potential to result in high return on investment.

This brief was written under the assumption that these alternatives would be implemented in the flagship Whole Foods Market location on Lamar Boulevard in Austin, Texas, with the exception of Alternative C, which would take place in all three Austin Whole Foods Market locations. Upon successful implementation, the alternatives test marketed at this location could be adapted into other Whole Foods Market locations, both regionally and nationally.

Target Demographics § Professionals aged 25-45 § Married or unmarried § Have children § Live in or near urban areas § Annual household income between $60,000 and $200,000 Psychographics § Health conscious § Active lifestyle § Environmentally conscious § Care about social change § Participate in local community events

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Alternative A Whole Foods Market Presents ‘Tis the Season Specialty Foods Department/Wine Department In order to promote the quality and value of Whole Foods Market’s specialty foods department and wine department, the company will host an event entitled Whole Foods Market Presents ‘Tis the Season on the first Saturday in December. This holiday-oriented event will take place on the outside patio and rooftop of the flagship Whole Foods Market located on Lamar Boulevard in Austin, TX. Booth-like spreads displaying different types of themed holiday parties will be set up on the patio to attract customers as well as passers by. The following booth displays will be placed: Classic Christmas, Hanukkah, White Winter Wonderland, Tacky Christmas Sweater, Candyland, 12 Days of Christmas, Christmas in July, Organic Holiday, Office Potluck, Holiday Elegance. Each booth will showcase a selected cheese platter to accompany one of Whole Foods Market’s Holiday Top Ten Wines, a program the company already has in place. Customers who buy a product featured in one of the spreads will be entered to win a holiday party catered by Whole Foods Market.

Aside from adults participating in the complimentary wine and cheese tasting on the patio, the Whole Foods Market rooftop will be converted into Santa’s Workshop allowing children to participate in the event. There will be a station for children to get their picture taken with Santa Claus, as well as Whole Foods Market’s existing ice skating rink.

This holiday event will be promoted on the Austin Whole Foods Market social media accounts, website, in-store banners and flyers, and WiFi access page. The company will also send an evite to their Austin customer database inviting them to the event. In addition, press releases will be sent out to local news and media outlets to generate buzz for the event.

Pros Cons § § §

Aligns with Whole Foods Market’s Holiday Top Ten Wines program and its existing ice skating rink season Allows participation from both adults and children Encourages customers to pay for the value of Whole Foods Market food and drink during such a high-spending season

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One day duration Difficult to implement in smaller Whole Foods Market locations Expensive event set up and décor Alienating customers by focusing on wine and cheese

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Alternative B Pick Your Picnic Prepared Foods Department For customers to recognize the quality of Whole Foods Market’s prepared foods department, the company will launch the Pick Your Picnic campaign. Events will take place every other Wednesday during June and July in line with Austin radio station 93.3 KGSR’s Blues of the Green concert.

Shoppers will be encouraged to put together a basket from the prepared foods department to take to Zilker Park for a picnic at the concert.

Whole Foods Market will set up an in-store picnic station where customers will receive a complimentary, reusable picnic basket to fill with preselected Pick Your Picnic items. Three basket sizes will be available (see below for details). Shelving will be set up displaying all of the preselected options customers can choose from with which to fill their picnic baskets.

Date Night Basket § $25 § Serves two § One entrée § One side § One bottle of wine or sweet tea pack

Family Time Basket § $40 § Serves four § Two entrées § Two sides § Four drinks

Friends Night Out Basket § $55 § Serves six § Four sides § Two bottles of wine, a six pack of beer, or sweet tea pack

In order to directly communicate the value of prepared foods from Whole Foods Market to its customers, chalkboards will be placed next to the Pick Your Picnic shelving highlighting the story behind one of the preselected foods. Each week the chalkboards will feature a story about a different food or ingredient and the farms or individuals behind it. This will provide an emotional connection between customer and company that further emphasizes the value of Whole Foods Market.

To further increase sales and assuage any costs, Whole Foods Market will cross merchandise its products by placing sunblock, blankets, and other Blues on the Green necessities near the Pick Your Picnic shelving.

Seasonal promotion for this in-store event will center on a partnership with 93.3 KGSR’s Blues on the Green. Whole Foods Market brand ambassadors will distribute punch cards every week at the concert, which will serve as promotional flyers and offer punch card users a deal. For every three picnic baskets customers fill at Whole Foods Market before Blues on the Green, they will receive the fourth filled basket free of charge. This will serves as a double promotion by encouraging concert attendees to continuously visit Whole Foods Market and attend Blues on the Green. In addition, 93.3 KGSR will promote the Pick Your Picnic campaign through radio spots on its station. Press releases will also be sent out to other local news and media outlets informing them of the upcoming events. Whole Foods Market itself will promote the Pick Your Picnic campaign on all of their Austin social media accounts, website, in-store banners and flyers, and WiFi access page.

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Pros Cons § § § § §

Positions Whole Foods as an essential component in local community events Reusable picnic baskets align with Austin’s shopping bag ban Blues on the Green is less restrictive than other festivals giving Whole Foods Market room to expand the promotion Potential to transition well to other outdoor festivals and events Picnic baskets serve as free advertising and have the potential to elicit outside interest from festival attendees and friends of buyers

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Festivals in other cities may have different regulations resulting in difficulty implementing nationwide Blues on the Green can be disrupted by rain Must consider all food and gluten allergies Potential negative experiences with picnic meals could tarnish excitement around the promotion

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Alternative C Build a Better Lunchbox Meat and Dairy Department/Grocery Department In an effort to further position Whole Foods Market as a valuable part of the community, Blueprint Creative suggests a back-to-school campaign entitled Build a Better Lunchbox. Whole Foods Market will identify specific products that contribute to a well-balanced lunch for children, and promote the items to customers through the use of eye-catching, themed stickers placed on the products’ packaging. A percentage of the sales from these select items will be donated to the National School Lunch Program through United Way. A blog series will be implemented on Whole Foods Market’s blog, Whole Story, to promote this campaign and deliver informational content to consumers. The participating items will be highlighted along with information about the products’ value and nutritional facts. Furthermore, Whole Story will feature basic nutrition facts for children, lunch combination ideas, and recipes that include the products participating in the campaign.

In-store displays will be integral to promoting this campaign. Blueprint Creative suggests placing participating products on the ends of aisles to easily catch customers’ eyes. School-themed chalkboard signage will be placed above the products promoting the products, the campaign, and the charity initiative. In addition, informational pamphlets on the Build a Better Lunchbox campaign as well as National School Lunch Program will be present throughout the store.

In order to further promote the campaign and increase interaction with the Austin community, the Build a Better Lunchbox campaign will be pitched to various news and media outlets around Austin. Because the campaign will be implemented during the back-to-school season, the story will hold interest, value, and relevance. We aim to gain opportunities for product demonstrations and features on local news shows.

Pros Cons § § § § §

Use of a call to action angle has the potential for heightened community participation High probability of media attention Creates content for public consumption that establishes Whole Foods Market as a credible source Targets a large demographic of Whole Foods Market shoppers Campaign could attract attention of working adults interested in healthy lunches

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Difficulty selecting the right products to participate in the campaign May alienate shoppers without children Media coverage not guaranteed Difficult to track campaign success as some shoppers may already buy campaign products regularly

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Recommended Solution In conclusion, Blueprint Creative recommends implementing Alternative C, the Build a Better Lunchbox campaign, in order to best accomplish the objective of positioning Whole Foods Market as the premier grocer offering the highest quality of natural and organic food products at competitive prices, thereby retaining current customers and driving sales.

This campaign incorporates easily digestible material that directly communicates Whole Foods Market’s value to its customers, specifically those with young children. By utilizing public relations strategies, informational pamphlets, in-store signage, and a blog series, Whole Foods Market shoppers will be increasingly aware of the everyday value of the company’s products and offerings.

The Build a Better Lunchbox campaign will appeal to a majority of Whole Foods Market’s current customers - from the health-conscious mother who shops solely at Whole Foods Market, to the budget-conscious father who pinches pennies whenever possible. Furthermore, this campaign has the potential to reach adults in the workforce who desire healthy and balanced lunches.

Out of the three alternatives we have created, the Build a Better Lunchbox campaign is the only alternative that incorporates a profit-share model. We are confident that this socially conscious aspect will engage the local community and reinforce the social value of Whole Foods Market. The Build a Better Lunchbox campaign will not only promote the value of Whole Foods Market products, but also position the company as a caring and community centered entity through its charity involvement.

While Blueprint Creative has planned this campaign for the three Whole Foods Market locations in Austin, TX, the Build a Better Lunchbox campaign is easily adaptable for company locations nationwide. We firmly believe this alternative will position Whole Foods Market as the premier grocer that not only offers incredible value to its customers, but also holds incredible values itself.

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Creative Brief What are we trying to accomplish?

We are trying to communicate the quality and value of Whole Foods Market products.

Through the Build a Better Lunchbox campaign, we are focusing specifically on the value of the meat and dairy department and the grocery department. We are also trying to involve the Austin community in a call for social change by tying our campaign to the National School Lunch Program.

Whom are we talking to?

We are talking to young professionals between the ages of 25 and 45. These men and women are either married or unmarried, but do have children. They live in or near urban areas and earn household incomes between $60,000 and $200,000. Our targets are health-conscious people who are willing to pay a premium for natural and wholesome food. They live active lifestyles and encourage their children to do the same. They care about the environment and are interested in social change so they enjoy spending a little extra money on things that they know are going to make a difference.

What place does Whole Foods Market currently hold in the grocery category? What do consumers currently think of the company?

Whole Foods Market was the first nationally certified organic grocer in the United States. The company’s tagline reads “America’s healthiest grocery store.” However, some consumers think that Whole Foods Market’s product pricing is too high and negatively refer to the company as “Whole Paycheck.”

What would we like them to think?

We want the desired impact of this campaign to emphasize the value offered by Whole Foods Market. We want customers to see that they are not only recipients of great value when they shop at Whole Foods Market, but that they are shopping at a company that also embodies strong values.

Through the Build a Better Lunchbox campaign, we want customers to see that Whole Foods Market offers nutritional lunch options and cares about the community in which it is located.

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What is the single most persuasive idea we can convey?

The most persuasive message Whole Foods Market can convey is that they embody the highest value in terms of both the products they offer and the values they uphold.

Why should they believe it?

Whole Foods Market is the leading retailer for organic and natural foods with a strong reputation as America’s healthiest grocery store. When it comes to where their food comes from and what is in it, Whole Foods Market is energetic to be transparent and share this information with its customers.

Are there any creative guidelines?

The creative aspects of this campaign should be realistically executable keeping in mind the season in which the campaign will be implemented and the focus on in-store displays and signage. It should appeal to frequent Whole Foods Market customers by aligning well with current marketing strategies.

What do we have to deliver and when?

The campaign will run for seven weeks, starting in the second week of August and wrapping up at the end of September. A few key dates include: § Research (June and July) § Installation of in-store displays and signage (second week of August) § Placement of stickers on participating products’ packaging (second week of August) § Published blog posts (throughout the seven weeks)

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Months: Weeks: Medium Blog

June July August September 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 Det ails

Whole Story Mommy Bloggers

Display In-Store Banners Pamphlets Stickers Blackboards with Decor

Online Wi-Fi Login Page Website

Public Relations Media Kit Pitch Letters Press Release Communications Director

Social Media Facebook Twitter Instagram

Research Brands to Feature Program Information

Media Plan For a successful implementation of the Build a Better Lunchbox campaign, Blueprint Creative suggests a mixture of digital promotions, public relations, and display signage efforts supported by extensive research. The media objective of this mixture is to increase campaign awareness. We will achieve this by spreading promotions across various outlets in order to frequently reach a diverse audience of Whole Foods Market consumers as well as the general public. While our location objective is specific to the Austin area, there will be some national coverage to generate buzz about the campaign before it launches nationwide. Â

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The first medium we have decided to use is blogs. There will be features on Whole Foods Market’s own blog, Whole Story. The blog series will begin two weeks before the official start of the campaign to build awareness, and continue with fifteen posts throughout the duration of the campaign.

Two strategy meetings will be held in June and July to discuss the content, timing, and placing of the blog posts. The content of the Whole Story blog posts will be written by Whole Foods Market writers who are already on payroll, as well as freelance “mommy bloggers.” We hope to get five “mommy bloggers” to participate in the campaign. This will give the blog posts extra authenticity and allow for further promotion. The benefit of the blog is that it allows Whole Foods Market to provide detailed information on a controlled platform.

The second medium we decided to focus on is in-store display and signage. To promote the Build a Better Lunchbox campaign, banners, pamphlets, and stickers will be present throughout the store providing product information and highlighting the campaign’s profit-share aspect. Using chalkboards will also us to create advertisements that can be seamlessly integrated into Whole Foods Market’s existing marketing efforts.

The online media efforts will take place on Whole Foods Market’s owned digital platforms. An advertisement announcing the upcoming campaign will be displayed on the WiFi access page at the Austin Whole Foods Market locations. This effort will allow our message to reach those who may not immediately notice our signage; instead, they will see our message every time they connect digitally. In addition, digital banners will be presented on the Whole Foods Market website home page.

A big promotional push will also come from public relations efforts. We plan to train an existing communications or marketing department employee to be the communications director and spokesperson for the Build a Better Lunchbox campaign. Throughout the summer prior to the launch of the campaign, we will be working to book the communications director on Austin news programs, for interviews with local newspapers, and reach out to Austin magazines to increase awareness. The communications director will help put a face behind the campaign and distribute a linear message across all media platforms.

Whole Foods Market social media platforms will also be used to feature information about the Build a Better Lunchbox campaign. Each platform will post different but related content to keep followers engaged with our messages. This will be our quickest and most easily accessed promotional effort. In order to generate more buzz, we plan to use national Whole Foods Market social media accounts in addition to Austin Whole Foods Market social media accounts to spread the word about the campaign. For instance, the Twitter account @WholeFoodsATX will provide more localized information than @Whole Foods, @WholeRecipes, and @WholeFoodsPR. All of these efforts will be based on research conducted before the campaign launch. Our established research team will focus on identifying which brands to feature in the Build a Better Lunchbox campaign and how to best support the National School Lunch Program. The primary and secondary research we analyze will be integral to the success of the media efforts and campaign implementation.

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Costs In-store Promotion for Three Stores Banners Pamphlets Blackboards Stickers Back-to-School DĂŠcor Digital Promotion Blogging Efforts Communications Director Total Budget

Quantity

Cost Per Item 6 4500 30 4000 30

Total Cost

$41.24/Banner $63.74/Box of 100 $16.99/Board $135/Roll $3/Package

8 Posts $150/Post 15 Hours/Week $7.25/Hour

$247.48 $2,869 $510 $540 $90

$1,200 $1,740 $7,196.48

Budget Blueprint Creative plans to meet with the Whole Foods Market financial department to develop a pro forma financial statement. This will help us decide what portion of our revenue from the sales of campaign participating products will be donated to the National School Lunch Program. As of now, we have decided not to factor the donation into our budget, as it is dependent solely on sales. Â

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Research, Evaluation, and Measurement A large portion of our initial research centered around the demographics and psychographics of Whole Foods Market’s target audience and their perceptions of the company. According to many articles, Whole Foods Market shoppers are primarily young professionals with above average incomes.

We also found that the sentiment around Whole Foods Market was negative in some cases, as some individuals feel that the grocery store is exclusive and overpriced. Next, we researched potential organizations to partner with and decided on the National School Lunch Program because its scope will allow for the best national coverage in the future. Finally, in order to construct an accurate budget, we sought research on blog reach and evaluated popular “mommy bloggers.”

To evaluate the success of the Build a Better Lunchbox campaign, Whole Foods Market should review research recorded before, during, and after the duration of the campaign. Before the campaign, the focus of research is to accurately identify the right target market and charity partner.

During the campaign, we encourage Whole Foods Market to follow online analytics to track campaign success. We also plan to distribute an in-store survey to shoppers in order to gain insight into campaign effectiveness. After the campaign, we plan to hold a focus group of random Whole Foods Market shoppers to gauge the customers’ sentiments towards the overall campaign and receive advice for improvements.

Below are some sample questions we have created to analyze the success of the Build a Better Lunchbox campaign. The answers to these questions will provide accurate benchmarks for us to build upon. § § § § § § § § §

How many page views did our Whole Story blog get during the duration of the campaign?

How many of the “mommy bloggers” that we reached out to actually wrote about our campaign?

How many page views did each “mommy blogger” get for their Build a Better Lunchbox story?

What feedback did each “mommy blogger” get from her following?

How many products with promotional stickers remained unsold after the campaign ended?

What is the sentiment around this campaign across social media?

What was the success (in sales dollars) of the products sold with promotional stickers?

How much earned media did we garner from this campaign?

What was the reach of the pamphlets that were handed out at the three Austin Whole Foods Market locations?

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Additional Comments While Blueprint Creative believes that Alternative C, the Build a Better Lunchbox campaign, poses the best opportunity to promote the value of Whole Foods Market nationally, some additional factors must be considered. This campaign relies heavily on third party involvement. It is important to keep in mind that some “mommy bloggers” and the National School Lunch Program may not be interested in partnering with Whole Foods Market for this campaign. Two Austin-based “mommy bloggers” that we plan to reach out to are Genie in a Blog and Great Moments in Parenting.

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Sources "Blues On The Green 2014 Schedule & Line-Up." 365 Things to Do in Austin TX. N.p., 11 May 2014. Web. 30 Nov. 2014.

"Food & Beverage | Statista." Statista. N.p., n.d. Web. 30 Nov. 2014.

Gaille, Brandon. "17 Incredible Whole Foods Customer Demographics."BrandonGaillecom. N.p., 25 Sept. 2014. Web. 30 Nov. 2014.

"Http://greatmomentsinparenting.com/." Web log post. Great Moments In Parenting. N.p., n.d. Web. 30 Nov. 2014.

Leigh Ann. "Http://genieinablog.com/." Web log post. Genie In A Blog. Leigh Ann, n.d. Web. 30 Nov. 2014.

"National School Lunch Program (NSLP)." Food and Nutrition Service. N.p., n.d. Web. 30 Nov. 2014.

Stock, Kyle. "Whole Foods Profits By Cutting 'Whole Paycheck' Reputation."Bloomberg Business Week. Bloomberg, 08 May 2013. Web. 30 Nov. 2014. Â

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