The halo of ‘better for you’ food continues to resonate with
consumers. When you combine the halo of
‘better for you’ food with millennials quest for discovery in the case of Whole
Foods what you end up with is a brand garnering favor with a new set of
customers.
In a Pop-up grocery store test program by Whole
Foods Market,
a mobile pop-up grocery is rolling out in the Portland, Oregon area. It will be in different sections of the city
at designated time and locations. It is
a refurbished classic trolley car, nick named Molly, turned into a mini Whole
Foods.
The concept developed by Amelia
Pape,
current food access coordinator for Whole Foods in Portland, founded “My Street
Grocery in 2011. The business and Pape joined Whole Foods in 2013. The trolley
launched in May 2014 with on-board freezers, refrigerators, and an indoor
shopping space.”
Pape
stated, that “the latest expansion follows the grocery's mission: bringing
people together and building community through food. And not just any kind of
food: healthy, fresh ingredients that can be cooked at home.” Pate continued, “We
really focus on and feature fresh produce,” … “We’ve been told by our customers
that that tends to be the most scarce when they try and get food.”
Molly
the trolley offers” seasonal local produce, as well as nonlocal basics like
bananas. A refrigerated section offers milk, eggs, cheeses, and fresh meats.
Frozen fruits, vegetables, and meats are also available. On the dry shelves are
beans, rice, pasta, soups, oil, flour, vinegar, and other ingredients for
cooking and baking.”
The hell with footprint malaise, what are you doing? Whole Food’s is standing out by rolling out
Molly. Success does leave clues and
Whole Foods is expanding the value of its brand, products, and messaging. Another reason that we applaud them!
Visit: www.FoodserviceSolutions.us if you are interested in learning how
Foodservice Solutions® 5P’s of Food Marketing can edify your retail food brand
while creating a platform for consumer convenient meal participation, differentiation
and individualization or you can learn more at Facebook.com/Steven Johnson,
Linkedin.com/in/grocerant or twitter.com/grocerant
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