Whole Foods Will Begin Opening “Streamlined” Stores Next Year

Whole Foods Market, saddled by a reputation as being too expensive (“Whole Paycheck” or "Whole Foods Markup") and facing stiff competition from specialty grocers and big box retailers, in 2016 will begin opening smaller “streamlined” stores offering lower-priced private-label natural and organic products. The company hopes the new stores, to be called 365 by Whole Foods Market, will appeal to younger shoppers looking for more affordable fresh and locally-sourced foods. The new business unit, located in Austin, Texas, will be headed by Jeff Turnas, a 20-year Whole Foods Market employee.