Whole Foods Market, Inc., a subsidiary of Amazon, is an American multinational supermarket chain headquartered in Austin, Texas, which sells products free from hydrogenated fats and artificial colors, flavors, and preservatives. A USDA Certified Organic grocer in the United States, the chain is popularly known for its organic selections. As of March 4, 2019, Whole Foods has more than 500 stores in North America and seven in the United Kingdom.

Whole Foods Market Inc. (WFM) is a grocery store chain that focuses on offering organic and natural foods. By creating a high-quality customer experience and focusing on its product niche, the company has established an economic moat through brand strength.

The company has established itself as the leader in the organic and natural food segment and has invested heavily in store quality and customer service. These factors differentiate it from other grocers and they have fostered a relatively loyal customer base.

Whole Foods Market sells only products that meet its self-created quality standards for being “natural,” which the store defines as minimally processed foods that are free of hydrogenated fats as well as artificial flavors, colors, sweeteners, preservatives, and many others as listed on their online “Unacceptable Food Ingredients” list. Whole Foods Market has also announced that it does not intend to sell meat or milk from cloned animals or their offspring, even though the U.S. Food and Drug Administration (FDA) has ruled them safe to eat.

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