In 1978, in the capital of Texas, Austin, twenty-five year old John Mackey with his girlfriend Renee Lawson borrowed some money from parents and friends and opened a small veggie shop. They called it Safer Way, in opposition to a nearby supermarket Safe Way. The warehouses were arranged in their own rented accommodation, so that soon they found themselves without shelter and decided to move directly to the store. According to legend, which has become the pride of the future of the largest supermarket network of health food in America and a symbol of the commercialization of the movement for organic production (depending on the language it is called biological, environmental, or just natural), Mackey and his girlfriend took a shower in the dishwasher. And when in a couple of years, severe floods washed away all the equipment and warehouses of an uninsured store, neighbors and customers helped the owners, lenders also have been so lenient that Whole Foods opened in 28 days.

It has positioned itself as a network, which specializes in natural and organic products. At present there are 270 Whole foods locations. It gained enormous popularity due to its philosophy of high quality natural products and respect for customers.

Whole Food Market calls the department of baking bread the most popular destination in the store. Representatives of the network are confident that, despite cultural differences, bread is one of the main products for each person. The network ensures that each buyer gets his bread and pastries only of natural ingredients - flour of better quality, natural oils, eggs from farms, etc. The client will see a wide range - from the classic types of loaves and loaves of bread to the grain, focaccia, croissants, cakes, bagels, donuts, pizza, sandwiches, etc. Each customer can find bread for his needs, including those who adhere to a gluten-free diet. In Whole Foods locations bread is baked with a love and pastries are also competently represented to buyers.

The network operates in the premium segment, and provides customers with a truly high-quality organic food.

The high level of quality costs respectively. Goods are 20% more expensive than in other networks. Buyers are even joking: "Whole Foods - Whole Check" (For full product you have to pay the full bill). But service in the stores does not give customers the opportunity to question their desire to shop here.

All is left to chance: very comfortable layout of products, beautiful packaging. Many products are offered to bring or have a snack in the shop. To do this, there is a separate area with comfortable tables.

In stores much attention is paid to customer support. Beside each item there is its history: where it came from food, storage conditions, tips for packing and handling. "The consultants are working in Whole Foods locations for 10-15 years. Staff is really experienced and can answer the question of a pleasure, explain the difference between available products and the features of their cooking," - says the head of managers, studying the best practices of retailers in the U.S., Mr Cooper.

Quality products at Whole Foods is controlled to the minutest detail. For example, the company shares the values of the association of blue ocean, and this means that the supplier of fish products must catch fish humanely and carefully handle it, do not use any dyes, etc.

There is also a special distribution center - the largest wholesale grocery supplier in the United States. ES3 is a fully automated facility, and its main goal sees savings in time on the logistics of goods. The company is really a revolution in high-volume product, automating virtually from all processes of the discharge to the assembly and the formation of a specific set. The center is truly amazing. There are very few people. Robots just fly between the nine-shelves. All of this machine is constantly in work. The cost of the center is estimated at 400 million dollars. A main benefit is the ability to handle different vendors, many companies can make use of high-tech center.

The company also uses the energy of air mills to reduce emissions into the environment, each year is included in the list of 25 best companies in America, promoting green energy, and in 2007 it was second in the country of the purchaser of alternative energy. In 2008, the entire network of Whole Foods declined to plastic bags - buy now can be carried out only in a package of recycled paper or canvas bag.

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