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(NaturalNews) Whole Foods is in a public relations crisis. After its CEO John Mackey posted a widely-read opinion piece that insisted Americans have no intrinsic right to health care, it was slammed with angry liberal customers who picketed stores and organized a national Whole Foods boycott at a Facebook page now numbering over 26,000 members (http://www.facebook.com/group.php?g...).
Whole Foods customers are angry at the upscale retailer over the position of its CEO on health care reform, but I can think of a much better reason to avoid shopping at Whole Foods: The store sells a whole lot of junk products.
Those aren't my words; they're the words of CEO John Mackey, who admitted this during a discussion about how Whole Foods might improve its product offerings ((http://www.guardian.co.uk/business/...)).
The last time I was in the U.S., I shopped at Whole Foods because it was the best option for convenient health food. But even then, I noticed a whole lot of "junk" being sold by the store: Foods made with yeast extract (a hidden form of MSG), loads of processed pastries, fried snack chips and all sorts of other products I wouldn't dare let touch my lips. Let's face it: If you walk around Whole Foods and read the ingredients, you'll be more than a little shocked to find out how much unhealthy stuff the store actually offers.
But even this isn't the No. 1 reason to stop shopping at Whole Foods. The real reason is because Whole Foods takes most of the profit on the products it sells, leaving vendors frustrated and often just barely scraping by. I know this because I have personal behind-the-scenes conversations with the owners of many companies who sell products through Whole Foods, and most of them quietly tell me behind closed doors that they are extremely frustrated with Whole Foods purchasing and payment policies. The markups are often quite ridiculous, requiring a health product manufacturer to cheapen their ingredients and water down their formulas just to be able to get their products into Whole Foods at a retail price (after the W.F. markup) that consumers can tolerate.
Superfoods: Buy direct!That's why many of the very best superfood products available today aren't available in Whole Foods stores and never will be. Living Fuel, one of my favorite superfood products (www.LivingFuel.com) will probably never be seen on a Whole Foods shelf. Why? Because the ingredients are premium, and that means premium cost for the raw materials. There simply isn't enough room in the pricing on Living Fuel to squeeze out 50% (or so) for Whole Foods to mark it up.
Boku Superfood is a similar story (www.BokuSuperfood.com). It's only sold directly to customers through the Boku website. (They may even have a few free samples of Boku newly available at www.FreeBoku.com if you want to check that out...) Because of the quality and cost of the ingredients in this formula, there's simply no room for an additional 50% markup unless the retail prices are raised to compensate.
In all, if you look at superfood products at Whole Foods, they simply do not represent the best value for your dollar. The Whole Foods overhead adds a lot of cost to the final price, and that money isn't going to the vendor.
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Monday, August 24, 2009
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