Whole Foods Tests Private Brand Loyalty Program

Whole Foods Market Inc., facing intensifying competition from organic and natural-food chains, is testing a loyalty program that gives customers a 10% discount on its “365” private-label line of groceries.

Whole Foods 365

America’s largest natural and organic grocer, Whole Foods is testing a new loyalty scheme centered on their Private Brand 365 Everyday Value. The program called “Hello 365” gives the retailers customers a 10% discount on 365. Everyday Value SKUs. The test is currently being conducted in eight stores in Florida, Indiana and Illinois, Indiana and Florida.

“If it’s successful, we’ll look at rolling it out into some other markets,” Liz Burkhart, a spokeswoman for Whole Foods said in an interview with Bloomberg. She later said there are no current plans to take the program beyond the test markets.

The  Hello 365 Program allows cardholders to take 10% off of 365 Everyday Value brand products at the following Whole Foods Market stores during the dates specified below.

October 20 – January 31, 2014
Whole Foods Market Tallahassee, FL
Whole Foods Market Wheaton, IL
Whole Foods Market Lakeview, IL
Whole Foods Market Sauganash, IL
Whole Foods Market South Evanston, IL
Whole Foods Market North Evanston, IL
Whole Foods Market South Loop, IL
Whole Foods Market Carmel, IN


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Christopher Durham
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.