BY PETER CLOUTIER, CAMPAIGN US
With the news that Whole Foods will change the way they buy and merchandise local brands, an opportunity has emerged for bigger national brands already on store shelves. Namely, they should begin increasing their attention to Whole Foods, to help fill the void with their own nationally branded natural and organic offerings.
As the Wall Street Journal reported, Whole Foods locations will soon stop allowing brand representatives to promote products or check on stock and displays. Ouch. This essentially means that paid brand advocates brought in to promote local products (a well-known mainstay at Whole Foods’ 470 stores across the U.S.) will no longer have direct access to individual stores.