Whole Foods. Just say the name and it seems to be a lightening rod for many people. I know people who shop there yet are incensed at the high prices. Others shop there feeling that at least “they” take care of their employees. Others shop there because they believe that it is the socially concious thing to do. Others because they are upwardly mobile, can afford the prices and like the quality of food there, versus, say, Jewel or Costco. I shop there because I have no choice (major autoimmune and dietary issues)
At the risk of sounding like a geezer and a fossil, I can actually say that I shopped at Whole Foods when they first entered the Chicago market, and when they still had a soul. Okay, okay, maybe that’s not all THAT long ago, but for anyone who started shopping there in the past few years, their shopping experience has not had the ‘history’ that mine has had. My mom was the one who first dragged me into Whole Foods, mostly because of their large bulk area when they opened on North Avenue. My mom used to shop at Rainbow Foods, a tiny hole in the wall grocer where bulk was king. My mom also shopped at grocery coops, did Reiki and Polarity Therapy, made her own herbal tinctures and all kinds of amazing things way back in the 1980s.
When I was working on my first graduate degree, our management class team did Whole Foods as our chosen company to profile. As amazing as it sounds, our professor hadn’t even heard of them. Considering the company’s anti union stance, and the topic of our class, you would almost think they would have been loathe to meet with us. My main contact back then was the Regional Vice President, who actually had come over from the Fresh Fields merger. The company had just gone public, so the impact of that hadn’t even trickled into the organization yet. That was good. I am purposedly leaving the names of those we met with out.
Our meeting was interesting, fun and most of all shocking in that we were not used to senior management being so forthcoming, open and easy going. In addition to the Regional Vice President, we met with the then Regional President. Because I really disliked having to wear a suit to do our B School presentations, I asked them if we could borrow the WF aprons, which at that time were a kelly green. The response? ABSOLUTELY!! Followed by, “Do you want caps to go with that, too??”
Fast forward many, many years. I’m in the second part of my program, which is an MSIMC degree. I’m taking an integrated public relations class, and I chose to revisit Whole Foods from a public relations standpoint. When I say public relations, I’m talking about the professional levels that integrate a strategic marketing plan, messaging maps, etc. and not “publicity” or the irresponsible attention getting that some companies and people engage in. A part of my analysis required media monitoring. Oh what an interesting task that was.
In today’s world we monitor not only print magazines, newspapers, and books but online everything. I was also fortunate enough to speak with the public relations firm that handled one of their regional accounts (not in the Midwest). And of course, I interviewed management here in Chicago. I can tell you that going “public” and being tied into what happens to corporations when they become publically held (versus retaining private ownership) clearly has had its impact. The easy, casual, and more relaxed mannerisms of management as I knew them before were no where to be seen. When I posed the same question about aprons (and in this case it would have only been one, mine!) I was told, “Absolutely not.”
Coincidently I have a friend who worked in the store I shopped at, so I also got plenty of inside information. I would have had more but they fired some of the guys I used to like to chat with. Apparently they were a little too positive about the idea of a union. And, as if a gift from the store itself were bestowed upon me, they had a major issue that hit the news, which was almost a text book case of how a company should not handle bad press.
Growth affects organizations in many ways. Just as the types of relationships we bring into our personal lives affects us, the types of relationships that organizations bring inside also has an impact. When a company goes public, they are no longer the ‘owners’ of their company. The stockholders now own their company. This will sound kind of way out there for anyone who can’t get beyond 3rd dimensional concepts, but the energy of the stockholders also influences and impacts a company. You can see this in Whole Foods. Ironically, if you are in Austin, where they are headquartered, their redone theatrical store goes beyond that. It’s shopping as theater there, which provides entertainment and “showtime fun” for shoppers, but it’s a nightmare for anyone with energetic sensitivities. Friends I know there have simply stopped shopping there. Ironically the solution to their bad energy is also right there in Austin – there’s a person who does business clearings to help clean up majorly bad energy so companies can get back on track again. This person would be their spiritual director, but are they ready for this type of direction?