Whole Foods 2013 Annual Report Download - page 11

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Our Purpose and Core Values
We believe that much of our success to date is because we remain a uniquely mission-driven company. The purpose of our
business is not only to generate profits but to create value for all of our major stakeholders, each of which is linked interdependently.
Our higher purpose statement reflects the heart of what we do: “With great courage, integrity and love, we embrace our
responsibility to co-create a world where each of us, our communities and our planet can flourish - all the while, celebrating
the sheer love and joy of food.” Our Core Values succinctly express this purpose:
• We sell the highest quality natural and organic products available.
• We satisfy, delight and nourish our customers.
• We support team member happiness and excellence.
• We create wealth through profits and growth.
• We serve and support our local and global communities.
• We practice and advance environmental stewardship.
• We create ongoing win-win partnerships with our suppliers.
• We promote the health of our stakeholders through healthy eating education.
Differentiated Product Offering
We offer a broad and differentiated selection of high-quality natural and organic products with a strong emphasis on perishable
foods. Our product selection includes, but is not limited to: produce and floral, grocery, meat, seafood, bakery, prepared foods
and catering, coffee, tea, beer, wine, cheese, nutritional supplements, vitamins, body care, and lifestyle products including books,
pet products, and household products. We estimate our stores carry on average approximately 21,000 SKUs, and we estimate
that approximately 30% of our sales, outside of prepared foods and bakery, were organic in fiscal year 2013. The following is
a summary of annual percentage sales by product category for the fiscal years indicated:
2013 2012 2011
Perishables:
Prepared foods and bakery 19.0% 18.9% 18.8%
Other perishables 47.2 47.0 46.8
Total perishables 66.2 65.9 65.6
Non-perishables 33.8 34.1 34.4
Total sales 100.0% 100.0% 100.0%
Organic foods are foods grown through methods that emphasize the use of renewable resources and the conservation of soil and
water to enhance environmental quality. All products labeled as organic and sold within a retail store or used within the production
of foods labeled as organic must be verified by an accredited certifying agency. Organic equivalency arrangements in the U.S.,
Canada, and the European Union help protect organic standards, enhance cooperation, and facilitate trade in organic products.
Furthermore, all retailers that handle, store and sell organic products must implement measures to protect organic integrity. In
the U.S., under the U.S. Department of Agriculture’s (“USDA”) Organic Rule, which was implemented into federal law in 2002,
organic food products are produced using:
• agricultural management practices that promote healthy ecosystems and prohibit the use of genetically modified seeds
or crops, sewage sludge, long-lasting pesticides, herbicides or fungicides;
• livestock management practices that promote healthy, humanely treated animals by providing organically grown feed,
fresh air and outdoor access while using no antibiotics or growth hormones; and
• food-processing practices that protect the integrity of the organic product and disallow irradiation, genetically modified
organisms (“GMOs”) or synthetic preservatives.
Our Quality Standards
We aspire to become an international brand synonymous with not just natural and organic foods, but also with being the highest
quality food retailer in every community in which we are located. We believe our strict quality standards differentiate our stores
from other supermarkets and enable us to attract and maintain a broad base of loyal customers.
• We carefully evaluate each and every product we sell.
• We feature foods that are free of artificial preservatives, colors, flavors, sweeteners and hydrogenated fats.
• We are passionate about great tasting food and the pleasure of sharing it with others.
• We are committed to foods that are fresh, wholesome and safe to eat.
• We seek out and promote organically grown foods.
• We provide food and nutritional products that support health and well-being.