Rafi Mohammed

Whole Foods Market Needs More Than Price Tinkering

Posted on May 22nd, 2014 (0 Comments)

Life isn’t all that grand for Whole Foods these days. The organic and all-natural food purveyor recently had to lower its revenue and earnings estimates – for the third time in six months! As a result, its stock slide by 19%.


Whole Foods admits that it has a pricing problem – but I find its actions are so tepid. Its key problem is that it has a poor pricing brand image (“Whole Paycheck”). Please check out my latest piece for the Harvard Business Review which describes what Whole Foods needs to do to turn around its pricing situation.

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