THE EVOLUTION OF THE WHOLE FOOD INDUSTRY AND THE SUSTAINABILITY OF THE ORGANIC FOOD SECTOR REVOLUTION

Steven Beins, Baker Douglas

Abstract


Eventhough the organic or whole food market has existed for a considerable period of time; it has gained significant attention over the last couple of years due to the aggressive marketing promotions and strategies adopted by its leading advocates and companies. Whole Foods is the largest dealer of whole or organic foods in the world and was founded by John Mackey and his colleague. According to John Mackey, the world is on a brink of collapse if consumption values do not change from the pure economic centric consumption behavior to one he calls sustainable and healthy eating behavior. These observations are made in his latest book entitled “Conscious Capitalism”. This paper examines some of the issues affecting the food industry in general and its implication for World Foods and other organic retailers in the future    


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