INDUSTRY/MARKETING NEWS: Whole Foods Launches Healthy Eating Initiative

Whole Foods has launched a Healthy Eating campaign that will launch company-wide in both Canadian, UK and US stores. The campaign, Health Starts Here, aims to deepen the Company's commitment to inspiring individuals to follow a healthy lifestyle in addition to educating and informing them of health and nutrition far beyond label-reading.
According to global vice president of quality standards and leader of Health Starts Here at Whole Foods Market, “We opened our first store 30 years ago to provide natural foods as a delicious and healthy alternative to the increasing amounts of highly processed foods with artificial ingredients. Over the years, we realized that providing the healthiest foods available is simply not enough. We are now deepening our commitment to healthy eating by providing education and support tools to inspire interest in foods that help improve and maintain health and vitality.”
This type of large-scale marketing campaign can be used as an example for a smaller-scale campaign, challenge or idea for your customers. Find out what their concerns are - network with them, get feedback, share your own views. Creating a conversation outside a point-of-sale can ensure return business, will give you a better idea of what your customer base is looking for, and keep you one step ahead.

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Excerpted from full press release:

"HEALTH STARTS HERE" LAUNCHES AT WHOLE FOODS MARKET

Companywide Healthy Eating Initiative Features Educational Tools, Recipes & Programs to Improve Health;
Team Member Support & Additional Store Discounts Provide Incentives for Optimum Employee Health

AUSTIN, Texas. — To help shoppers and Team Members who want to improve their health easily and naturally, Whole Foods Market, a leader in natural and organic foods, announced today that it has launched its “Health Starts Here” initiative at all 289 locations in Canada, the United Kingdom and the United States.

Health Starts Here is the first major program to be launched since Whole Foods Market added a new core value to its mission in October 2009: “Promoting the health of our stakeholders through healthy eating education.” The new program is based on the following simple principles for everyday healthy eating:

* Plant-based – Focus on fresh vegetables, fruits, legumes, whole grains, nuts and seeds. Get healthy fats in moderation from fresh plant sources such as nuts and avocados.
* Nutrient-dense – Eat foods with high nutrient content in comparison to total calories. Build menus around plant-based foods to emphasize nutrient-rich meals containing a variety of vitamins, minerals, phytonutrients and antioxidants. These foods are naturally lower in fat.
* Whole foods – Choose foods that are real, fresh and natural. When possible, opt for food that is organic, local and seasonal. Avoid highly processed and refined foods, and those with artificial ingredients.

“These commonsense criteria offer great health benefits, no matter what dietary path you follow,” said Wittenberg. “We are excited to promote wellness and encourage healthier lifestyles by emphasizing the value of eating nutrient-rich foods and showing people how simple it can be. I like to think of it as ‘Take charge, eat well, feel great,’ as eating for health can truly be delicious, nutritious and enjoyable.”

Healthy Eating Partners

Whole Foods Market is featuring two unique third-party healthy eating partner programs to provide easy-to-follow guidance for shoppers and Team Members. Both offer 28-day “getting started” plans while providing plenty of room for personal choices to help those who are interested in starting on their own journey down the road to optimum health.

In-Store Education

Whole Foods Market will feature free information, recipes, in-store lectures, events and support groups. A selection of supporting educational books and cookbooks will also be for sale alongside the “Engine 2 Diet” book and “Eat Right America” program materials.

“Through in-store signage and education about nutrient-dense foods, including information about how to prepare and incorporate them into your everyday life, we want to help our communities attain optimum health and well-being,” says Wittenberg.


Team Member Support and Incentives

To reiterate the company’s commitment to its newest core value and its long-time “Supporting Team Member happiness and excellence” core value, Whole Foods Market’s Health Starts Here initiative also includes two internal programs for Team Members.

Source: Whole Foods Market press release