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Don't you mean, "Whole Paycheck?"

We've all heard it before. But if you think the expensive groceries are Whole Foods' biggest turnoff, think again.

Whole Foods boasts gorgeous industrial design, knowledgeable staff and abundant organic offerings, but their produce department is a mess. We spent a week hand-planogramming it to help us understand the problem. It turns out Whole Foods doesn't use a planogram. Which explains a lot about how long it took to make this one:


What's the problem?

The availability of exotic produce (what the hell is a rutabaga, anyway?) is intimidating enough. But take away the planogram, and your already-intimidated shoppers are lost in the lettuce.

Why does it matter?

The produce department is the #1 point of conversion for grocery shoppers. If we lose them in the lettuce, we risk losing their business altogether.

How can we solve it?

Help Whole Foods shoppers establish efficient produce patterns so they have more time for food exploration. 

Communications Strategy

Position Whole Foods as the educational shopping destination, implementing the following in-store tactics:


  • Planogram national & regional inventory items, introducing consistent linear feet of fruits and vegetables regardless of their brand or country of origin.
  • Introduce a standalone "Local Produce" section to continue offering a robust selection of local produce without interrupting the pattern of the planogram.
  • Implement a loyalty program and use it to connect with shoppers through email, as well as to track and understand the variations in produce shopping by store to improve its planogram.


Abbey Birsch, Creative Brand Manager

Mike Razim, Creative Brand Manager

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