Sunday, March 22, 2015

Whole Foods’ Mobile Branding

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:  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 participationdifferentiation and individualization or you can learn more at Johnson, or

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