Private Brand Saves the Day at Whole Foods.

Whole Foods Market
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A fascinating bit of analysis comes today from a Market Watch commentary by

Whole Foods looks healthy Angela Moore, who declares:

After a rough stretch, it looks like Whole Foods Market Inc. is back.

The natural-foods grocer’s (WFMI 41.93, -0.57, -1.34%) quarterly profit more than doubled and it raised its profit and sales target for the fiscal year.

This is a far cry from where the company was in the not too distant past.

In the good old days, shoppers mobbed Whole Foods stores, happy to snap up beautiful produce and meats; chemical-free beauty and cleaning products; and deliciously prepared foods. Sales were on a tear and customers seemed almost powerless against the siren call of the store, which was dubbed “Whole Paycheck.”

Judging from the latest results, Whole Foods looks healthy again.

“It is a turnaround,” said Keith Jelinek, director in Alix Partners’ global retail practice. “During the recession they realized they needed to change the game, and they did.”

Austin, Texas-based Whole Foods had success with keeping its loyal (albeit financially strapped) customers by showcasing value and investing in the private-label brand. Jelinek said consumers are still worried about their finances, but they’re “emotionally” ready to splurge a little bit.

So Private Brand saves the day at the nations largest premium organic retailer.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.