After receiving stinging criticism from author Michael Pollen, Whole Foods is going back to its roots and
sourcing produce and meat from local suppliers. As it enjoyed incredible growth over the past two decades, Whole Foods adopted “big company practices” to streamline supply chain operations and enjoy economies of scale when dealing with suppliers.
In response to the criticism, stores will now be required to source from at least four local suppliers, is starting a loan program for local farmers who practice humane standards, and is starting local farmers markets in store parking lots of select stores.
All of these efforts are to regain credibility with customers and promote its support of local farmers, the hottest trend in food. Locally grown food is shipped shorter distances and thus reduces fuel consumption and pollution.
Whole Foods expects to nearly double in size by 2010, from 184 to 300 stores and $12 billion in revenue.
Complete story from the San Francisco Chronicle.