Whole Foods

  The key word that comes to mind when I walked into Whole Foods is fresh. They pride themselves on having fresh ingredients and fresh products. In Whole Foods, you don’t buy jars of dried herbs, you buy only the amount you need for what you are cooking and you get it fresh, not in a jar that has been sitting around for a while. Everywhere you turn inside you will see fresh items, from the huge produce area, to the freshly baked breads, and wonderful desserts.  Also, inside Whole Foods, everything seems to be on a grand scale. The bread, cheese, wine, dessert, and produce sections are all much larger than you would find at a normal grocery store. This means there are more choices so that you can choose exactly what you want to eat.   The prices are also “grander” in Whole Foods. Having all the specialty items and choices means that you will pay more for the special, and unique items they carry. This means that there is a certain type of costumer that is able to shop there. I saw several different ages shopping. Parents with young families are very concerned with feeding their children healthy products that don’t have extra preservatives or chemicals in them. I saw many parents shopping with their kids.        I think that the argument that Whole Foods is trying to make throughout their store is that their products are worth it. They want you to feel that going out of your way to go to a Whole Foods and paying higher prices is worth it to get “healthier” or “organic” products.  I think that I was most impressed with all of the choices and colors. When you walk in the door you immediately see all of the colors of food and produce and all of the choices that you have to shop from.  Here is a video that a man in Dallas took of the Whole Foods market there. It is not in Austin, but it gives you the same feel of how big it is, and the colors you seen in a Whole Foods Market.