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Strategic Plan Part 1: Proposal of a New Division
The year is 2017, and there is a lot of emphasis in the United States regarding health and how it is related to food. There are many of studies out there that talk about the western diet. According to CNN, the Western diet is spreading across the world. It’s characterized by a high intake of red meat, refined sugars and saturated fat with little fiber (Senthilingam, 2015). The grocery chain Whole Foods Market strives to have the highest quality of natural and organic products available. In hopes that their consumers eat and live healthier lifestyles. (“Whole Foods Market,” 2017).
Whole Foods Markets mission is that Value Matter. At Whole Foods Market “healthy” means a whole lot more. It goes beyond good for you, to also encompass the greater good. Whether you’re hungry for better, or simply food curious, we offer a place for you to shop where the value is inseparable from values.  (“Whole Foods Market,” 2017).
Whole Foods Market is a place where you can go to shop where all products have already had its ingredients prescreened for their consumers. Quality is determined by the ingredients, freshness, safety, taste, and nutritional value. Whole Foods states that “they are buying agents for their customers rather than selling agents for their manufacturers.” (“Whole Foods Market,” 2017). 
In the United States today there are many different types of food allergies and or sensitivities. Some of which are dairy, peanut and gluten allergies. Food allergies are not the only people who are starting to adopt certain food lifestyles. There are other groups out there that are just choosing to live healthier. This can be cutting out processed foods or clean eating, animal products, or just wanting to incorporate more fruits and vegetables into their diets. This includes groups that like whole plant-based, vegetarians, vegans, etc. When individuals are wanting to adopt one of these many of lifestyles it can sometimes be difficult to know where to start or what products they should or should not be using. Whole Foods has recognized this problem and wanted to help these individuals. Therefore, we have decided to expand and add a new addition to our company.
Health is Wealth Center
So here at Whole Foods, we are going to take it one step future. We are going to be introducing a nutritional center called Health is Wealth Center. Customers will have access to this center and its benefits both in the stores and or online. Whole Foods Market will employee certified nutritionist that is familiar and educated with these various types of food lifestyles. Customers will be able to make an appointment with one of our educated nutritionist. At this appointment, the customers and one of our nutritionist will be able to discuss what their food goals are. With this information, the nutritionist and the customer will come up with the best game plan to achieve their goals. Once their profile has been created the customer will be privileged with different tools to help them stay on target. This will include personalized shopping lists, recipes, and an online profile with access from an app that they can download.
This new division will be not only beneficial to our customers but our company as well. For our customers, they are going to have everything that they need and be able to have all of their questions answered right there in the store. We are one of the only health food stores that are taking the time and providing our customers with the tools that they need to maintain their food lifestyle.
By doing this, we are creating loyalty and long-term customers. Our customers will know that we truly care about them as well as their health. We will be their one-stop shop. Even after they are educated about their food and health choices, they will know that if they ever do have a question that there is an educated person there in the store that they can count on.
As for the company, again we are creating loyal customers. This will ensure that we are keeping our customers coming back for more. And because our customers are going to be the healthiest customers, we will be able to enjoy them coming back a lot longer than the average consumer that continues to eat the western diet.
Vision for the Health is Wealth Center
The vision of our new department is that Whole Foods Market is committed to continuing health and education of our customers. We want to grow with our customers, starting with the thing that matters most; our health.
Business Plan
Here at Whole Foods Market, we want to go one step further for our customers. We have already created a loyal customer base by implementing quality standards to give our customers the best experience and products. By having an additional area that they can go to truly customize their health needs while continuing to build lasting relationships with them. By creating this new division, we can continue growing our clientele with a new innovative approach to health. This will also grow our sales with our existing customers. In time we will be able to create long-lasting customers that will be happy and healthy.
Here at Whole Foods Market, we have eight core values. We sell the highest quality natural and organic products available, we satisfy delight and nourish our customers, we support team member excellence and happiness, we create wealth through profits and growth, we serve and support our local and global communities, we practice and advance environmental stewardship, we create ongoing win-win partnerships with our suppliers, and we promote the health of our stakeholders through healthy eating education.  (“Whole Foods Market,” 2017).
As you can see each one of these values falls into line with our new service and new vision. We are confident that we are going to be able to guide our customers to not only the highest quality of products, but we are going to be able to sell them the right products for their lifestyles. While doing this, we are going to be able to nourish them while keeping them satisfied with appropriate recipes. By doing this, we are going to be able to create profitable growth for both our team members as well as our stakeholders.
In conclusion, we are striving to create a new innovative service that will help to create both customer loyalty and health which will help to create financial growth for the company and shareholders.
Senthilingam, M. (2015). Step away from the burger: Why a ‘Western’ diet is bad to your health. Retrieved from
Whole Foods Market. (2017). Retrieved from

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