The company’s shares have fallen 25% in the past three months as analysts worry that the brand won’t be able to attract new customers.
Supermarket chain Kroger is expected to surpass Whole Foods as the nation’s top seller of organic food, while Trader Joe’s sells twice as much per square foot.
Whole Foods made one mistake that blew the door open for competitors: not doing enough to shed its expensive, “Whole Paycheck” image.
As sales of organic food boom, consumers have figured out that they can buy it for cheaper at Whole Foods’ competitors.
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