“Company values are everything. As global marketing director for Whole Foods Market Scott Simons puts it, ‘Values and value are inseparable.’ They comprise the very DNA of an organization and set the bar for what customers can expect from a brand,” (DM News, 2014). 

Whole Foods Market understands this as well as any company. Their commitment to quality, standards and taste has lead to the creation of “Values Matter” – a national brand campaign launched to help distinguish Whole Foods Market as a leader in the grocery industry. Although the company has been telling their story to consumers for years, this new campaign adds stories from suppliers and employees to edify and entertain those consumers looking to make educated food choices for themselves and their families.

The campaign has even impacted the company’s mission, which reads “Values Matter Anthem: The world is wide and wondrous. We all approach it and its gifts in different ways. When it comes to what we put in and on our bodies, Whole Foods Market believes the full story of those products is important as we make our choices. And we are thankful that hundreds of thousands of you believe that too. Join us as we encourage others to celebrate what the Earth gives us with respect, purpose and joy.”

The “Values Matter” campaign is authentic and organic in nature. Using a variety of marketing tools and channels, Whole Foods Market is building trust with its customers as well as brand loyalty.

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