A Simple Trip At The Grocery Store

The organic food industry has seen a huge spike in growth that is expected to continue into the future due to an increase in consumption. This will provide Whole Foods Market with huge opportunities. In addition, a wave of ethical and responsible consumption has swept across America. Whole Foods’ decision to pursue sustainable activities will certainly give consumers an added incentive to purchase its organic products.

Over the last few years, awareness of organic food has risen. Due to this, the demand for organic food is a factor which is influencing the farmers to switch to use this technique, and it is being sold in specialty stores and conventional supermarkets. Organic products contain numerous marketing claims that it is healthier, it offers more value, and the farming is more environmentally friendly than traditional foods, so, how does one determine if organic is the way to go? Some argue that there is evidence that supports and demonstrates why organic foods and farming are better overall, while others insist that conventional foods and agriculture can offer the same benefits as going organic. There is no right or wrong answer. Within this

Sales of organic food have risen steadily over the past couple of years, reaching nearly $30 billion in 2011, or 4.2% of all U.S. food and beverage sales, (Adams). Many people believe that organic foods are ultimately the better choice when it comes to health due to the absence of pesticides and hormones. But other people—especially those whose food budgets may be more defined—wonder if organic food is really worth the inflated price tag. Despite the price, Organic foods are worth producing and consuming rather than conventional foods due to the immense benefits they provide.

Today an increasing desire from consumers is to have healthy and organic product offerings. While

Consumers have become increasingly detached from their food as America’s food system grows larger and continues to ruin the environment. The main problem is that most consumers do not know how their consumption habits affect the ecosystem around them. Nor do they know about how their food was produced. Information about how and where the food is being produced and wasted is essential, so people can shop responsibly. Short of legislation, Americans make choices at the grocery store. It is essential for all Americans to cast in a vote with their dollars to change the way that food is produced in the United States resulting in more sustainable food being more accessible in the aisles of the grocery store for all Americans.

Organic farming began just as the effects of the Great Depression waned in the United States, and has seen a dramatic increase in popularity most recently (AG). The sales of organic food increased by about twenty percent a year throughout the nineteen nineties (Marcus). That is over ten times the rate of increase that conventional food experienced during the same period of time (Harris). As recently as twenty eleven, about seventy-eight percent of American families admitted to routinely purchasing organic food (Organic). Organic food sales jumped from three point five million in nineteen ninety-seven, to thirty-one million in twenty eleven (Organic). However, while organic food may seem better than conventional food, numerous studies have shown that it is not distinguishably more healthful, nutritious, palatable, or safe.

Author, Steven Shapin, in his essay, “What Are You Buying When You Buy Organic,” presents controversy reasons to buying organic food. Shapin’s purpose includes defending his point that organic food proves not always having the best results. He justifies his approach to buying organic foods with an argumentative appeal to the necessity of buying these products. Shapin questions the value of organic foods in larger organizations by targeting the industry, health, and the virtue.

Since organic products have grown in popularity, it is believed that many grocery stores have begun “green-washing” their produce in order to call it organic. In response to this, SmartMart developed “Organics 2.0,” a new set of standards for its produce suppliers to follow. Based on this information, we were asked to decide if SmartMart should continue to pursue this new development. Because organics standards currently seem lax, I chose to move forward with this by implementing the new standards throughout the entire supply chain. After I presented my decision, Terri Phillips, a buyer for SmartMart, stated that our suppliers are excited about these new changes but question the risks of changing practices and ask that they be able to sell to other stores.

The food industry allows consumers to choose from a wide variety of products. However, most food corporations fail to tell the story behind their food. Is this secrecy due to their methods in creating their products? Conventional farming is America’s leading source of food production. Yet, the controversial practices used in conventional farming, may lead American’s to question if this is the only farming source that can feed our nation. Since 1972, organic farming has been creeping up the success ladder and demonstrating the methods involved can withstand the food demands of our nation. With the rising popularity of organic farming, U.S. citizens now have the option to purchase wholesome food. Consumers curious about purchasing organic goods should be aware of the notable differences between organic and conventional practices. The significant differences between organic and conventional farming include; animal welfare, health, and environmental. With the given information, consumers will be able to make informed decisions about their food purchases.

The video states that “The demand is great and the supply is small,” and also that “there are not enough organic farmers in this country to supply organic food”. Now Whole Foods has to source their organic food through imports from countries such as China. That can create a problem for food regulation, because every country has different policies and Whole Foods can be violating their values by providing food for consumers without a trustworthy source that might not hold the same accountability for how their food is processed and treated. It is also said that Whole Food’s has around 300 stores nationwide, with the population growing and as previously mentioned, “the demand is great and the supply is small”. Whole Food’s will be in a tough situation where their expenses are greater through importing food to satisfy consumer demand. “Local organic food only amasses to about 15 percent of the produce, that number continues to grow”. This does result in Whole Food’s market model of selling high quality food and being socially responsible is limiting for their growth. I don’t think Whole Food’s market will appeal to a bigger demographic since the recession is behind us. Millennials seem to have a bigger concern for the environment, health, and a more liberal free spirited approach to most if not all policies. That being said, having a high standard for how their food is processed and the overall quality of it makes it a high interest topic for the millennial consumer. That can have them prefer to go to a private local produce market that has 100 percent of their food from local organic farms, rather than to Whole Foods. Just to be safe that the animals were treated properly and make sure that they’re getting exactly what they wish for, a completely organic

concern for the environment may also drive consumers’ attitudes toward organic food (Kareklas, Carlson, and Muehling

Not all aspects of the grocery store mislead customers, as they do promote healthier lifestyles free of harmful chemical additives and organic food options. The question now is, will there ever really be a “healthy” grocery store provided to Americans? Or, will there need to be a shift in the way our society thinks about food and our access to it? The answer is yes, to both. The American culture prides itself upon individualiam and competiveness, but, as can be seen, only harms the overall “health” of our society. Perhaps, a new era is upon us that ensures sustainability and equal opportunity for

1.2 Executive Summary Whole Foods Market, Inc. is been respected as a pioneering company for their quality values, a commitment to community and eco-friendly awareness, a healthy growing model and widely admired employment performs. Nevertheless, the business has confronted current problems as a consequence of the economic recession, growing competition, and difficulties from acquisitions. To renew the company from past lows in its hardest year in history, Whole Foods Market must reconsider its expenses, relocate its development strategies, and encourage its brand to participate for the falling customer spending dollar. Throughout the fluctuations in strategic initiatives it’s imperative for the business to preserve Whole Foods Market’s core values and its brand image integral.

These factors represent the culture of the society in which the organization operates with in. Change in social values towards healthy livings has adjusted purchasing behaviour and now people are more focusing towards organic produce. For this reason organic domestic retail sales have increased by more than 50% in the last two years from 623 million to 947 million (Keith, 2012). Availability and distribution of this healthy food have increase rapidly. Woolworths, Coles and Aldi all over Australia stock a range of private label goods.

Inside the front doors of a grocery store, customers are presented with a diverse, vibrant display of fresh fruits and vegetables. With its inviting rainbow of bright colors, the produce section leads past the wafting, sweets smells of bread and pastries in the bakery and through winding aisles stocked with an assortment of goods. Linings the aisles and fillings shelves are rows and rows of boxes of pasta, pre-made meals, processed foods, and more snacks and sweets than one would know what to do with. Grocery stores present shoppers with a myriad of choices. The shelves and displays are filled with a variety of different brands and options to choose from, which offers customers a tough and potentially stressful decision when shopping. However, before a customer decides upon a specific brand or item, whether that happens to be a name-brand product, competitor, or store-brand, they are faced with an even more important choice; they must first make a decision on whether they want to buy whole foods and produce, such as fruits, vegetables, whole grains, and other healthy choices, or more processed “junk” foods like sugary drinks and snacks or enriched breads and pasta. Not only must costumers decide between specific brands and deals, but they must also choose which of these types of food is best for them and their interests. Consumers must constantly weigh the different factors that are presented when comparing foods; between price, ingredients, health, availability, and overall