whole foods research project text 2022

'Whole Foods Market Research' Secret Shopper Email Is a Scam

The u.s. federal trade commission first warned about this scam in 2020., jordan liles, published oct. 21, 2022.

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In October 2022, we received reader mail about a "Whole Foods Market Research" scam. The scam arrives in the form of an email, text, or mailed letter, and claims that the recipient has been chosen to be a secret shopper for Whole Foods Market.

The goal of the scammer is to get the recipient to deposit a check into the recipient's bank account. However, unbeknownst to the recipient, the check is fake. The scammer is to quickly task the recipient to buy gift cards and then provide the identifying details on the front and back. Alternatively, the scammer might ask the recipient to initiate a wire transfer or money order to send back a partial amount of the funds from the check. The scammer claims that the recipient can keep a portion of the funds for the work. However, again, the check is fake, so recipients are spending their own money to buy gift cards for the scammers.

We reviewed one example of this scam that arrived as an email. It came from [email protected], which was not an official Whole Foods email address. It claimed to come from a person named Jerry A. Wallace, a purported human resources (HR) representative. A previous version of this scam named Wallace as a "project manager," according to scampulse.com . We found no evidence of a person with this name being a real employee for Whole Foods.

The original email, which contained several store name misspellings, read as follows:

[email protected] wrote: Attn: (name removed) You submitted your information to one of our recruitment agencies to work as a Whole Foods Market Research representative. Your details have been verified and you have been shortlisted as one of our representatives. Here is your unique I.D. number MS6953, your details have been stored in our database. Our company has recently been contracted to do a quality survey on Target, King Soopers, Walmart Stores, Best Buy, Post Office, CVS, Rite Aid, Ebay, Kmart, Pizza Hut, Kroger, Walgreen, Dillons OR 7Eleven e.t.c. We have shortlisted a few representatives from various states and cities to visit any of the stores listed above randomly, to buy merchandise and share their experience via our feedback Checklist/Assessment form. You will receive an envelope containing a Cashier's Check and the Instructions Letter. The Checklist/Assessment Form will be sent/attached to your mail. Please signify your interest with a Yes, I'm Ready. Thank you. Best Regards, Whole Foods Market Research© HR Personnel :- Jerry A. Wallace Cell :- (216) 239-2582

We called the phone number listed in the email. After several rings, a voice message was played that said, "The TextNow subscriber you are trying to reach is not available. Please leave your message after the tone."

The U.S. Federal Trade Commission (FTC) previously published a full report on this scam back in 2020:

People spotted signs of a fake check scam in the bogus Whole Foods secret shopper offer (which was from a scammer, not really Whole Foods). That’s when someone sends you a check and convinces you to deposit it and quickly send them money. In this scam, the recruiter would send shoppers a check for more than $2,000 and they would: 1. Cash or deposit the check immediately. 2. Buy gift cards with most of the money. 3. Keep about $450 as their pay. 4. Scratch the coating off the gift cards to show the PIN codes. 5. Send pictures of the cards’ front and back (with the codes) to the recruiter. If anyone ever tells you to deposit a check, withdraw money, and send it to someone, that’s a scam. When the check later turns out to be fake, the bank will want the money back. And if anyone tells you to go buy gift cards and share the PIN numbers, that’s a scam, too. Once the scammer has the PIN, they also have all the money from the cards.

The FTC said this scam can be reported at ReportFraud.ftc.gov . They also added, "If you already cashed a fake check and sent money to a scammer, find out how to report to gift card, wire transfer, and money order businesses."

In sum, both we and the FTC advise consumers to not respond to any emails, texts, or mailed letters that invite recipients to work as a secret shopper for "Whole Foods Market Research."

“How To Spot, Avoid, and Report Fake Check Scams.” U.S. Federal Trade Commission Consumer Advice , 29 Jan. 2020, https://consumer.ftc.gov/articles/how-spot-avoid-report-fake-check-scams.

“Imposter H-SON LIMITED Reports & Reviews.” Scampulse.com , 6 Oct. 2021, https://www.scampulse.com/imposter-h-son-limited-reviews.

Small, Bridget. “Fake Offers for Secret Shopper Jobs.” U.S. Federal Trade Commission Consumer Advice , 3 Mar. 2020, https://consumer.ftc.gov/consumer-alerts/2020/03/fake-offers-secret-shopper-jobs.

Tressler, Colleen. “Anatomy of a Fake Check Scam.” U.S. Federal Trade Commission Consumer Advice , 5 Sept. 2018, https://consumer.ftc.gov/consumer-alerts/2018/09/anatomy-fake-check-scam.

By Jordan Liles

Jordan Liles is a Senior Reporter who has been with Snopes since 2016.

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7 On Your Side

A text and offer of easy money lures victims into secret shopper scams.

SAN FRANCISCO (KGO) -- Ellen Sakoloff says she might have been feeling bored when she got a text message supposedly from Whole Foods. The text came with the chain's logo.

Sakoloff frequents the organic food grocer up to two times a week. So she clicked on the link.

It asked her for some basic information and said she could earn up to $400 by being a secret shopper.

"No credit card. No bank information. Nothing. So I just filled it out and sent it," Sakoloff recalls.

RELATED: Beware of COVID-19 vaccine phone scams

Sid Patel is Assistant Special Agent in Charge of the FBI. He say Sakoloff is being set up for the secret shopper scam.

"When we get that opportunity for the big win, that free money. It is a little bit of greed, but it's also vulnerability," Patel said.

Soon after replying, Sakoloff received a FedEx envelope with two items.

"What was inside the envelope was this flimsy little piece of paper and this nice little check here. The check is for $1,050.52," she said.

The letter asked Sakoloff to deposit the check and use the money to purchase some $500 in Nike gift cards from any store that sold them.

She was told to evaluate the store she purchased them from, and then scratch off the back of each gift card and send images of the front and back.

"I thought, 'Oh, my God. What is this?' You know immediately I thought this is not real. This is ridiculous," Sakoloff said.

RELATED: Debt collection scams on the rise during COVID-19 pandemic

Unfortunately many have fallen for it. The FBI received 705 complaints about this last year, with losses totaling $764,000.

"Whenever they're giving you a check and want money back from that check, that's a scam," he warned.

The check you deposit will bounce -- but not before you made your purchase and sent your purchase to the scammer.

Sakoloff can't help but think how she almost fell for it.

"The amount of money they were offering sounded like a lot of money to do a survey," Sakoloff said.

If you've been victimized or know of any scams, please contact the FBI through this online portal or call the San Francisco division of the FBI at 415-553-7400.

Take a look at more stories and videos by Michael Finney and 7 On Your Side.

Have a question for Michael and the 7 On Your Side team? Fill out the form HERE ! 7OYS's consumer hotline is a free consumer mediation service for those in the San Francisco Bay Area. We assist individuals with consumer-related issues; we cannot assist on cases between businesses, or cases involving family law, criminal matters, landlord/tenant disputes, labor issues, or medical issues. Please review our FAQ here . As a part of our process in assisting you, it is necessary that we contact the company / agency you are writing about. If you do not wish us to contact them, please let us know right away, as it will affect our ability to work on your case. Due to the high volume of emails we receive, please allow 3-5 business days for a response.

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Whole Foods Market Unveils Latest Impact Report on Nourishing a More Sustainable Global Food System 

AUSTIN, Texas (July 25, 2023) – Whole Foods Market released its annual Impact Report available here , which highlights the grocer’s efforts to be a force for good in the global food system. The report provides a 360-degree view of the company’s strategic approach to combatting food waste, reducing its carbon footprint, consciously sourcing products, and supporting Team Members’ growth and wellbeing.

“Our Impact Report marks another exciting milestone as we demonstrate the progress we’ve made to drive forward our purpose to nourish people and the planet,” said Jason Buechel, chief executive officer at Whole Foods Market. “As we grow, we’re continuing to raise the bar on our commitment to sustainability and finding win-win solutions with all our partners – from our suppliers to the environment to the communities we serve.”

Highlights from the report include:

• Kept more than 72 percent of waste produced at stores and facilities out of landfills, maintained recycling programs at nearly 96 percent of stores, and organic diversion programs, such as composting, at nearly 450 of stores in 2022.
• Donated more than 30 million meals to nearly 1,000 unique food rescue and redistribution organizations in 2022.
• Sourced 250 million pounds of fair trade ingredients in 2022.
• Graduated more than 1,360 Team Members from career development programs, in addition to more than 10,200 Team Member promotions in 2022.
• Onboarded more than 2,300 new organic products in 2022 and now offer more than 37,000 active organic products across its stores.
• Awarded nearly $1.7 million to local suppliers last year through the Local Producer Loan Program and inducted nine new participants into its Local and Emerging Accelerator Program (LEAP) cohort.
• Funded 33,555 microloans by the Whole Planet Foundation; awarded 57 grants to community-led organizations across 39 cities by Whole Cities Foundation; and donated 506 gardens and 142 salad bars by Whole Kids Foundation.

“Whole Foods Market has a rich legacy of building a more sustainable food system, from our unparalleled Quality Standards to our responsible sourcing and environmental stewardship,” said Caitlin Leibert, vice president of Sustainability at Whole Foods Market. “Building on the progress we made this past year, we look forward to what we will accomplish in the years ahead as we continue to find new and innovative ways to further our mission.”

Whole Foods Market continues to invest in new initiatives that positively impact its stores, supply chain, and its people as part of its Growing with Purpose vision. The company now has more than 530 stores, with 55 stores in the pipeline, across the United States, United Kingdom, and Canada, and more than 100,000 Team Members.

To learn more about Whole Foods Market’s impact, check out its latest Impact Report or visit its website at https://www.wholefoodsmarket.com/mission-in-action . 

About Whole Foods Market

For more than 40 years, Whole Foods Market has been the world’s leading natural and organic foods retailer. As the first certified organic national grocer, Whole Foods Market has more than 500 stores in the United States, Canada and the United Kingdom. To learn more about Whole Foods Market, please visit  https://media.wholefoodsmarket.com/ .

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Consumers still reaching for ‘feel good’ products: Whole Foods exec

Even though consumers are wary of food price fluctuations, premium products are still the most desired.

Despite facing higher food prices, consumers are still looking towards more premium products with more nutrients and less added sodium and sugar, said Jeff Turnas, senior vice president of culinary at Whole Foods Markets.

“There are always fads with grocery shopping that come and go, but what we try to do is stick to our quality standard because good quality food will never be out,” Turnas said.

As inflation persisted in 2024, food prices experienced continued hikes and consumers suffered. 

July, though, showed some signs of relief as food-at-home prices rose at a 1.1% annual rate while inflation increased 2.9% — its lowest level on an annual basis since March 2021, according to Consumer Price Index data released last week by the U.S. Bureau of Labor Statistics. 

Even as grocery inflation has slowed, though, consumers are still concerned over food costs . This week, Vice President Kamala Harris promised a federal ban on food price-gouging as part of proposed economic policies which she said would help the food industry become more competitive.

Consumers seek value and quality in their purchases.

Keto and paleo, for example, were trending for some time, according to Turnas, but now consumers seem to be more focused on well-rounded whole foods.

Many consumers have also been turning to supplements for added nutrients, or are more focused on how specific spices and supplements have a positive effect on health and wellbeing, said Turnas.

The specialty food ingredient market size, which includes dietary vitamins and supplements, was $112.4 million in 2022 and is expected to reach $168.6 million by 2031, growing at a compound annual growth rate of 5.2%.

The sweetener market, for example, is going through a period of massive innovation, with companies using ingredients like the honey truffle and other sweet proteins to achieve a taste similar to that of sugar.

One way that Turnas said Whole Foods looks to stay ahead of trends like these is to take shopping behaviors of consumers and turn them into products.

With the supplement surge, Turnas noticed an uptick in turmeric. The spice is rich in phytonutrients and has properties that can reduce inflammation and improve gut health.

Couple that with how sourdough bread has been trending on social media, and Turnas saw an opportunity.

The grocer will be coming out with a pumpkin turmeric sourdough bread in the fall. 

Developments in research and development have also allowed the grocer to predict shopping behaviors and act accordingly.

“We used to make products based on what we thought people would want, now we can actually test those theories and see them pay off in practice,” he said

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• Consumers prioritize health over prices in food products: report By Elizabeth Flood • June 20, 2024
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Whole Foods Market makes its 2022 predictions

AUSTIN, TEXAS – Whole Foods Market, a business unit of Amazon.com, Inc., has issued its 10 trends for 2022 and sees plant-based foods, sustainability and functional ingredients thriving in the coming year. The trends were developed by the retailer’s “Trends Council,” a group of more than 50 buyers and other trend watchers, and represent their insights into emerging consumer preferences.

“Last year, we saw tremendous pandemic-related shifts in grocery buying habits as the world adjusted to spending more time at home,” said Sonya Gafsi Oblisk, chief marketing officer at Whole Foods Market. “As the food industry slowly adjusts to a new normal, we expect to see consumers prioritize food and drink products that deliver additional benefits — like functional sodas and tonics — and products that support their sense of well-being, like urban garden greens and products grown with farming processes that help address soil health.”

Whole Foods' No. 1 trend prediction for 2022 is that indoor farming, what the retailer calls “ultraurban farming,” will take off, with products produced using such indoor farming techniques as hydroponics and aquaponics trending. Current products on the market seen fitting this trend include Gotham Greens butterhead lettuce, AeroFarms micro-broccoli and Upward Farms organic microgreen mixes.

Yuzu flavor also may get its opportunity to shine in the coming year and ranks No. 2 on Whole Foods’ list, according to the Trends Council. The citrus fruit mainly is produced in China, Japan and South Korea and has a tart and sour taste. It is being formulated into a range of retail products, including hard seltzers, mayonnaises and vinaigrettes. Foodservice operators are adding yuzu flavor to soups, vegetables, noodles and fish.

Whole Foods Market predicts more consumers will try “reducetarianism” in 2022, which involves eating fewer animal-based products. 

Another flavor seen trending is hibiscus. The sweet tart flavor is showing up in teas, fruit spreads and yogurts, and consumers may continue to gravitate to the ingredient for its flavor, vitamin C content and its pink color.

Whole Foods Market sees many consumers, notably millennials and Gen-Z, reducing alcohol consumption in the coming year. As a result, the retailer predicts alcohol-free beverages will trend as people try gin, rum, tequila and whiskey alternatives.

Ingredients and flavors seen rounding out Whole Foods’ top 10 trends include grains that promote soil health like Kernza, sunflower seeds, moringa, functional carbonated beverages and turmeric. Each of the last five trends has a health component, whether it is focused on consumer interest in personal well-being or the health of the environment.

The 10 trends Whole Foods Market predicted would take off in 2021 included greater consumer interest in health and wellness, premium breakfast options, center-store diversification as pantry staple makers innovated, coffee flavor, more baby food varieties, upcycling, cooking oil innovation, kombuchas with alcohol, chickpea and meatless snacks.

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These Are the 10 Food Trends You're Going to See Everywhere in 2022, According to Whole Foods

Hibiscus or yuzu, anyone? 

Jaime Milan is the deputy digital editor for Veranda . She was previously the senior news and lifestyle editor for EatingWell . In Jaime's spare time, you can find her cooking, gardening, antiquing, rearranging her house, watching Barefoot Contessa reruns, or playing with her (very adorable) mini Australian Shepherd, Gumbo.

Each year, over 50 global buyers and culinary experts on the Whole Foods Trend Council put together their most anticipated food trends for the next year. Last year's trend predictions included things like sous vide egg bites, boozy kombucha and lots of new chickpea snacks (which were all pretty spot on, based on what we've seen this year!).

"Last year, we saw tremendous pandemic-related shifts in grocery buying habits as the world adjusted to spending more time at home. As the food industry slowly adjusts to a new normal, we expect to see consumers prioritize food and drink products that deliver additional benefits—like functional sodas and tonics—and products that support their sense of well-being, like urban garden greens and products grown with farming processes that help address soil health," said Sonya Gafsi Oblisk, chief marketing officer at Whole Foods Market. "We look forward to watching these trends take form in grocery aisles and on our plates in 2022."

Here's what Whole Foods thinks we can all expect to see in grocery stores and restaurants next year.

10 Biggest Food Trends of 2022, According to Whole Foods

Ultra-urban farming.

From hydroponics to aquaponics to urban greenhouses (fun fact: the Whole Foods Market store in Brooklyn has a Gotham Greens greenhouse on the roof), innovation in urban and indoor farming has come a long way. Whole Foods predicts that these ultra-urban farms will continue to push boundaries in 2022 by growing hyper-local crops and maximizing their efficiency even more. Want to try the trend? Try veggies, herbs and dressings from brands like Gotham Greens , AeroFarms, Bowery Farming, Plenty Indoor Vertical Farming, Smallhold Organic Mushrooms and more.

Yuzu is a tart and sour tangerine-sized citrus fruit that's mainly cultivated in parts of Asia. Whole Foods thinks this fruit will be huge in U.S. grocery stores and restaurants in 2022. Want to try the trend? Drizzle some Acid League Pink Peppercorn Honey Yuzu Vinaigrette on your salad or try some Boulevard Brewing Quirk Pear Yuzu Spiked Sparkling Water . To keep up with their trend predictions, Whole Foods will also be debuting a mango yuzu seasonal cake and yuzu togarashi marinade in their seafood section next year.

Reducetarianism

Reducetarianism is for folks who aren't ready to go totally vegetarian or vegan, but still want to reduce their consumption of meat, dairy and eggs to help the planet ( or even their health ). Many reducetarians also will prioritize eating grass-fed meat and pasture-raised eggs when they do opt for animal products. Want to try the trend? Snack on Epic Provisions 100% Grass-Fed Bars or scramble an omelet with Whole Foods' Pasture Raised Large Brown Grade A Eggs .

You may have had vitamin C-rich hibiscus tea, but now folks in the culinary world are getting creative by using hibiscus' sweet and tart flavor (and gorgeous hot pink hue) in fruit spreads, yogurts, drinks and more. Try out Ruby Hibiscus Unsweetened Water, Vital Proteins Hibiscus Beauty Collagen, YoBucha Strawberry Hibiscus Kombucha Yogurt or pick up Whole Foods' new Organic Orange Hibiscus Italian Soda coming next year.

Whole Foods said in a media release , "The dialed-down spirits category experienced record growth in our stores this year. With millennials and Gen Z-ers dabbling in 'drysolation' during the pandemic, we don't see the sober-curious mindset going away anytime soon. Enter a new lineup of drinks that provide the taste and sophistication of cocktails without the buzz." Sip on Greenbar Distillery Bitters & Soda Non-Alcoholic Cocktail: Lavender, Orange and Earl Grey or swap out the tequila in your next margarita for Ritual Zero Proof Non-Alcoholic Tequila .

Grains That Give Back

Whole Foods predicts that grains grown via agricultural practices and farming processes that help address soil health will be a huge focus next year. The media release said, " Kernza —a perennial grain developed by The Land Institute with a sweet, nutty flavor and long roots—helps with nutrient cycling and overall soil ecology." Try it in Cascadian Farm's Kernza Flakes with Honey Oat Clusters Cereal or Patagonia Provisions Long Root Pale Ale made with Kernza perennial grain, or opt for organic whole grains with Annie's Organic: Macaroni & Classic Cheddar, Shells & White Cheddar with Whole Grains and Zack's Mighty Tortilla Chips.

Sunflower Seeds

This isn't the old-school snack from baseball games. These seeds are branching out of the ballpark and can now be found in ice cream, cheese and more. Try out Fix & Fogg Nut Butters made with sunflower seeds, Ben & Jerry's Non-Dairy Frozen Desserts made with sunflower butter or Spero Sunflower Cream Cheeses. Next year, Whole Foods Market is also rolling out a sunbutter and jelly sandwich.

"Often called the 'miracle tree,' moringa is traditionally used as an herbal remedy in India, Africa and beyond. Moringa leaves have plenty of nutrients, and these fast-growing, drought-resistant trees have been used as a source of food to fight malnutrition in certain parts of the world," Whole Foods said in their media release. "It can be found in powder form and added to make magic in smoothies, sauces and baked goods." Put a scoop of Kuli Kuli: Daily Green Boost with Moringa & Supergreens into your morning smoothie or opt for a scoop of Sunscoop's Mmmint Chip! Dairy Free Dessert with Moringa for dessert.

Functional Sparkling Beverages

Move over, kombucha, you're not the only bubbly drink with benefits! From probiotic sodas to botanical tonics, Whole Foods predicts that functional sparkling beverages will be huge next year. Try the trend by sipping on Poppi's Prebiotic Sodas or Ardor's Organic Sparkling Water + Focus and Energy .

It's hard to say that turmeric is "trendy," since it's been used for centuries in Ayurveda and traditional Chinese medicine. While the spice itself isn't new, turmeric is getting a trendy twist in things like cereal, sauerkraut and ice cream sandwiches. Try Local Culture's Turmeric Ginger Jalapeno Handmade Sauerkraut or look for Whole Foods Market Golden Holiday Bread (coming late 2021) and Whole Foods Market Salad Bar's Turmeric Sweet Potato Kale Salad and Curry Tofu Salad (coming 2022).

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Whole Foods Market’s impact report underscores vision to be a 'force for good'

Whole Foods Market has released its annual impact report, shining a light on its efforts to raise the bar in the global food system.

The comprehensive 61-page report covers a lot of ground from employee well-being to regenerative agriculture to food donations. The 2022 impact overview encompasses the key initiatives that the Natural and organic foods retailer has implemented through its 530-plus stores, supply chain and more than 100,000 employees across the U.S., United Kingdom and Canada.

Top takeaways from the 2022 report include the company’s efforts to combat food waste, how it’s reducing its carbon footprint, responsible sourcing programs and initiatives that support employee growth.

“Whole Foods Market has a rich legacy of building a more sustainable food system, from our unparalleled quality standards to our responsible sourcing and environmental stewardship,” Caitlin Leibert, vice president of sustainability for Whole Foods Market, said in a news release. “Building on the progress we made this past year, we look forward to what we will accomplish in the years ahead as we continue to find new and innovative ways to further our mission.”

Improving the way food is grown

While the report is not focused on produce specifically, initiatives to champion and promote sustainable, organic and regenerative agriculture is visible throughout.

“I've always really been driven by the desire to scale organic, sustainable and regenerative agriculture,” Karen Christensen, senior vice president of merchandising for perishables, said in a recent Reuters video interview. “This is not a new movement, but it's really got new legs in the past few years.”  

The connectivity between regenerative and agriculture as a method to sequester carbon and improve climate, is widely recognized today, she continued.

“I'm really excited about that being a transformational moment in food in the U.S. and around the world,” Christensen said.   

While Christensen oversees all perishables at Whole Foods Market — which includes produce, meat and seafood — her career started in produce.

“I came [to Whole Foods Market] because I was working for an all-organic produce wholesaler in Northern California, which was an amazing entry point into the industry; I really enjoyed working there,” she said in the video interview. “And when Whole Foods Market came to California, it was really eye-opening to me, the potential to scale organic agriculture.

"That's what got me interested, that's what got me in the door,” Christensen continued.  “And somewhat to my surprise, I'm here 25 years later, so it's been consistently interesting.”

Notable impact report highlights

“Our impact report marks another exciting milestone as we demonstrate the progress we’ve made to drive forward our purpose to nourish people and the planet,” Whole Foods Market CEO Jason Buechel said in the release. “As we grow, we’re continuing to raise the bar on our commitment to sustainability and finding win-win solutions with all our partners — from our suppliers to the environment to the communities we serve.”

According to the release, the top statistics in 2022 included:

Kept more than 72% of waste produced at stores and facilities out of landfills.

Maintained recycling programs at nearly 96% of stores.

Supported organic diversion programs, such as composting, at nearly 450 stores.

Donated more than 30 million meals to nearly 1,000 unique food rescue and redistribution organizations.

Sourced 250 million pounds of fair trade ingredients.

Onboarded more than 2,300 new organic products, now offering more than 37,000 active organic products across its stores.

Awarded nearly $1.7 million to local suppliers last year through its Local Producer Loan Program and inducted nine new participants into its Local and Emerging Accelerator Program cohort.

Funded 33,555 microloans by the Whole Planet Foundation.

Awarded 57 grants to community-led organizations across 39 cities by Whole Cities Foundation.

Donated 506 gardens and 142 salad bars by Whole Kids Foundation.

To learn more about Whole Foods Market’s impact, check out the 2022 impact report .

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Whole Foods charts a new course

Richard Mitchell | Jan 18, 2023

Whole Foods Market Chief Executive Officer Jason Buechel has unveiled what he said is a 10-year vision for leading the company into the future.

The Austin-based retailer’s “Growing with Purpose” initiative, announced at the grocer’s first quarterly town hall meeting, will follow a scheme of increasing and investing profits strategically while focusing on four priorities: Creating the best customer experience in stores and online; investing in team member growth and happiness; delivering exceptional business performance; and expanding research to serve customers in new ways, the company said.

Whole Foods’ aim is to also set company records for new store growth while looking to expand to new markets around the global, Buechel said in a statement, adding that the retailer also will focus on environmental stewardship. Indeed, eco-consciousness along with product quality and offering local selections are three of Whole Foods’ key competitive differentiators, Buechel said last year. 

The retailer often considers “food miles” when sourcing products, and particularly produce, and since 2017 has increased local offerings by 30% with more than 3,000 unique local products in stores, he said.  Buechel added that the company wants to “make sure we have offerings that our customers are interested in while looking out for our higher purpose and core values.”

To better attract and retain employees, Whole Foods is helping associates develop skills “that they can use for a lifetime,” Buechel said, citing the creation of an apprenticeship butcher program. 

“Growing with Purpose” was created as Buechel, who became CEO in 2022 after serving as chief operating officer, immersed himself in all aspects of the business, the company said. That includes seeking employee perspectives and engaging with suppliers, customers, and community partners across every region. 

Whole Foods’ recent customer service initiatives include the acceptance in stores of label-free and box-free product returns from Las Vegas-based e-retailer Zappos.com. 

Amazon.com Inc. owns both Zappos.com and Whole Foods and the supermarket chain has been accepting returns for Amazon purchases since 2020. 

While the return service benefits Whole Foods customers by enabling consumers to combine the errands of grocery shopping and arranging for package shipping, Buechel said that many of the persons returning products “are new customers to Whole Foods so it is a way to introduce our offerings to them.”

The operator also is steadily opening new locations. In January, Whole Foods began operating a 42,000-square-foot store in New York’s financial district that pays homage to the art deco history of the building. The outlet features more than 1,000 local items from New York City and the surrounding area, including produce from more than 20 farms, a prepared foods section with a food hall feel, and a full-service coffee bar.

In addition, a Bozeman, Mont., store that is scheduled to open in February will be the first Whole Foods location in the state. Whole Foods also opened outlets last year in Culver City, Calif., Grand Rapids, Mich., Pittsburgh, Woodcliff Lake, N.J., Towson, Md., New York, Chicago, and San Francisco. Buechel said at the National Retail Federation’s NRF 2023 Retail’s Big Show event in New York that the company wants to eventually open 30 or more stores a year, and that it has about 50 new openings planned, which he wants to increase to 100. Whole Foods currently operates 534 stores across the U.S., Canada, and the United Kingdom.

Whole Foods also is planning to expand the use of Amazon’s Dash Cart technology, Buechel said, which enables shoppers to skip the checkout line by scanning products at the cart as they shop and paying with an account-linked credit or debit card. 

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Whole Foods outlines progress on food waste, packaging and green energy

In 2022, the grocer circulated packaging guidelines to suppliers and kept more than 70% of waste out of landfills.

Six years after getting acquired by Amazon, Whole Foods wants consumers and the industry to know that it’s still a leader in retail sustainability.

Widely known for carrying a large assortment of natural and organic products, the specialty grocer has continued to roll out new product standards, green initiatives and other programs. This includes rolling out a Sourced for Good supply standard as well as producing all of its delivery packaging using recycled paper.

In 2022, Whole Foods continued to make strides in its packaging, waste and green energy initiatives — and plans to continue those efforts in the months ahead, according to the specialty grocer’s 2022 Impact Report , which covers its sustainability efforts.

Here are some highlights from that report in three key areas.

Sustainable packaging

Whole Foods diverted around 900 tons of packaging in 2022 by changing the way it insulates its delivery orders.

“Insulating material requirements are tracked and adjusted daily to ensure they are only used when necessary,” the report noted.

In 2022, the grocery chain also created and circulated packaging guidelines as well as established a waste diversion handbook for its stores. 

“I think a really key thing that happened last year that’s going to be foundational is around our packaging guidelines and partnership with our key stakeholders,” Caitlin Leibert , Whole Foods’ vice president of sustainability, said in an interview. “So really, transparently sharing what is good, better, best and not acceptable in packaging.” 

Moving forward, Whole Foods intends to make 100% of its own packaging, including private label and in-store food service packaging, reusable, recyclable or compostable. 

Minimizing food waste

As grocers increasingly focus on reducing food waste, Whole Foods Market kept 72.3% of all waste out of landfills and diverted more than 127,000 tons of waste from landfills through recycling efforts. 

As of the end of 2022, out of Whole Foods’ 532 stores, 510 locations (96%) had active recycling programs and 449 (85%) had active organic diversion programs, according to the report, which was released July 25. 

Whole Foods works in tandem with Food Donation Connection so each location can be matched with a local food rescue or redistribution organization. Whole Foods has sent 2,529 tons of food waste to anaerobic digestion facilities through its Grind2Energy program. 

Last year, the grocer donated over 30 million meals and kept nearly 108,000 tons of food waste out of landfills through organic diversion programs like composting. These efforts are working towards cutting food waste in half by 2030 — a goal parent company Amazon is also aiming to achieve.

Updating refrigerant systems

Whole Foods also detailed in the report its progress in retrofitting existing stores to reduce hydrofluorocarbon ( HFC ) emissions. This comes amid the Amazon-owned grocer’s plan to have all new Whole Foods stores built utilizing natural refrigerant systems with low global warming potential ( GWP ).

By the end of 2022, 45 locations used low GWP refrigerants; 65 stores used next-generation Solstice N40 refrigerant, which has a lower global warming potential; and 66 stores supplemented traditional energy supply with power from rooftop solar installations.

Already a Whole Foods Market in Brooklyn, New York, has a central refrigeration system that is completely HFC-free . 

While this number is low compared to the over 530 locations Whole Foods operate, Leibert noted this is an ongoing initiative that the company intends to evaluate each year. 

“Within the build environment, we’re dealing with 500-plus stores that have been built. So really, going back and changing that build environment is something that we have to plan for,” Leibert said.

She added: “We have to build stores to a higher standard, but in addition, we also have to go back and retrofit existing stores. And that, of course, takes a lot of time and resources.”

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Slow Progress, Big Opportunities: Insights from ReFED's Food Loss and Waste Estimates for 2022

December 18, 2023

The United States continues to struggle to reduce food surplus and waste 1 across the food system, according to ReFED’s updated estimates for 2022 . Last year, 88.7 million tons of food went unsold or uneaten in the United States – roughly 38% of the country’s total food supply . The vast majority of this – nearly 78 million tons of food – became food waste , meaning it failed to make it back into the human food supply chain. And in addition to releasing avoidable carbon dioxide and methane emissions, surplus and wasted food cost food businesses and consumers approximately $473 billion in 2022. 

Progress Toward Reducing Surplus Food

ReFED estimates that total surplus food from farm to fork declined a modest 1.5% since 2021, with a corresponding 0.5% drop in associated emissions.  Per capita food waste from consumer-facing sectors alone – foodservice (including restaurants), grocery retail, and residential – reached 349 pounds per person in 2022. This represents a 5% increase from the 2016 baseline 2 , but a 1.3% decrease from its peak in 2021. To achieve the EPA food waste reduction goal of 164 pounds per person by 2030 , consumer-facing per capita food waste must decrease by 53% from its current high. While food waste from retail has continued to decrease since 2019, waste from foodservice actually increased from 2021 to 2022, likely due to the sector’s post-pandemic recovery. Similarly, food waste from households has continued its decline from its peak in 2020.

Environmental Impacts of Surplus and Wasted Food

Food waste has profound environmental consequences. In 2022, surplus food contributed 6.1% of U.S. greenhouse gas emissions, equivalent to driving 86 million passenger vehicles –  more than the registered cars in California, Texas, Florida, and New York combined – for a year. Producing surplus food also required 22.1 trillion gallons of water, representing 22% of the country’s freshwater use; the land required to produce surplus food accounted for 16% of cropland use.

Most greenhouse gas emissions from food waste are generated before it makes it to the dinner table. ReFED’s analysis indicates that 93% of emissions from surplus food stem from “upstream” activities, such as production, processing, transportation, storage, and preparation. That means preventing food from becoming waste is the most effective strategy for cutting food waste emissions . Where prevention is not possible, however, the steps taken to manage surplus food material will influence emissions tradeoffs. The EPA’s new Wasted Food Scale reflects these strategic environmental priorities. The most preferred “pathways” are those where food is used for its intended purpose: to nourish people. The least preferred pathways – landfilling, incineration, and sewer – have the largest environmental impacts and limited circularity potential.

Methane is a potent greenhouse gas, but only persists in the atmosphere for a relatively short time - meaning that methane emissions we keep out of the atmosphere today will have a cooling effect within the next 10-15 years. Because of this, addressing methane is increasingly recognized as a key strategy for keeping warming under 1.5°C by 2050. A new EPA report finds that nearly 60% of all landfill methane emissions are from food. In addition, because food tends to decay more rapidly than other materials in landfills, the methane produced is likely to be released before landfill gas capture and cover systems can be installed. Therefore, it’s critical that food be kept out of landfills entirely, even if they’re implementing control technology – first by preventing as much food from being disposed of, then by rescuing food back into the supply chain, and finally by diverting the unavoidable remainder from landfills to compost, anaerobic digestion, and other more preferred destinations.

The chart below shows ReFED’s estimates for the amount of surplus food currently going to each destination, arranged from most preferred destinations to least preferred. Nearly 50% of surplus food is currently sent to landfill, sewer, incineration, or dumped. Another 38% is composted, left in fields to decompose, applied to land as soil amendment, or anaerobically digested – a preferable outcome to landfill. But this still means that unnecessary food production is generating avoidable emissions. Only 11% of surplus food is ultimately channeled back into the human food supply chain, where it is consumed, donated, or incorporated into animal feed.

Impact of Solutions to Surplus Food

The good news is that businesses and consumers can adopt concrete behaviors, processes, and technologies to use existing food resources to feed people and repurpose the remaining waste to feed animals, generate energy, and enhance soil health. ReFED estimates that completely adopting the 42 modeled solutions in ReFED’s Solutions Database would avoid more than 113 million metric tons CO 2 e of greenhouse gas emissions, save 6.2 trillion gallons of water, and recover through donation the equivalent of 4.16 billion meals each year . In addition to these impacts, implementing these solutions would yield substantial financial gains, with an impressive 5:1 return on investment.

Implementing these solutions – which span prevention , rescue , and recycling strategies – would keep an additional 20.7 million tons in the human supply chain. This constitutes a 27% reduction in food waste and amounts to 127 fewer pounds of food waste per person. (Significant additional reduction potential resides in best practices, process improvements, new technologies, and policy changes not currently reflected in ReFED’s Solutions Database.)

The chart below illustrates how surplus food would be distributed across pathways in the status quo scenario (on the left) , and what the distribution would look like if all 42 solutions in ReFED’s Solutions Database were implemented (on the right) .

Narrowing the Financial Divide To Scale Food Waste Solutions

Food waste remains a persistent problem, and increased philanthropic and private funding is crucial to scaling up effective solutions. ReFED estimates that $1.4 billion in philanthropic funding – six times the historical average (including indirect food waste funding to food banks) – is needed annually to scale food waste solutions. Notably, even as the recognition of the role of reducing food waste to cut GHG emissions grows, direct philanthropic contributions from individuals and foundations in this space only make up 3% of climate funding in North America. 

While private sector backing in funding food waste solutions is outpacing philanthropic support, historical investment data indicates that private funding also falls short of the current need. In fact, it has declined by nearly 40% from 2021 through November 2023. Over the same period, private investment has shifted away from prevention solutions in favor of recycling solutions – a concerning pattern given that $2.7B (80% of the total $3.4B for all solutions) is needed annually for prevention solutions from venture capital, private equity, and impact investing – triple the historical average.

Although the current capital-constrained environment is insufficient to meet food waste funding needs, recent signals by the government and the private sector may contribute to a more favorable investment climate. In December, the Biden-Harris Administration released its  Draft National Strategy for Reducing Food Loss and Waste and Recycling Organics ,  elevating food waste reduction to a national priority. Furthermore, pre-competitive collaborations between public and private entities, including the newly launched U.S. Food Waste Pact – which includes Walmart, Whole Foods, Sodexo, and more as signatories – show that businesses understand the importance of working together to drive progress on food waste reduction goals.

Getting Back on Track for 2030

While the U.S. has not made the overall progress we would hope to see to reduce food waste, there are clear paths forward to maximize impact – whether through emissions reduction or food recovery. A recent MITRE-Gallup Survey revealed that 86% of American households recognize the need to intensify efforts to reduce food waste. The release of a new federal food waste reduction strategy, the prominence of food waste reduction as a climate strategy at COP28, the momentum building behind initiatives like the U.S. Food Waste Pact, and the growing list of corporate and national food waste reduction success stories all indicate that meaningful change is possible. It’s time for businesses, the government, and consumers to translate shared concerns into collective action to solve food waste in pursuit of a more sustainable future.

1 Surplus Food = All food that goes unsold or unused by a business or that goes uneaten at home – including food and inedible parts (e.g., peels, pits, bones) that are donated, fed to animals, repurposed to produce other products, composted, anaerobically digested, or wasted.

2 Note that ReFED calculates the 2016 baseline to be 333 lbs/person. EPA, using a different methodology, estimates the 2016 baseline to be 328 lbs/person

ReFED is a national nonprofit working to end food loss and waste across the food system by advancing data-driven solutions to the problem. ReFED leverages data and insights to highlight supply chain inefficiencies and economic opportunities; mobilizes and connects people to take targeted action; and catalyzes capital to spur innovation and scale high-impact initiatives. ReFED’s goal is a sustainable, resilient, and inclusive food system that optimizes environmental resources, minimizes climate impacts, and makes the best use of the food we grow.

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March 21, 2022, walmart and sodexo join pacific coast food waste commitment to help cut regional food waste in half by 2030, october 31, 2022, using data to deliver customized food waste solutions, april 22, 2024, u.s. food waste pact welcomes amazon fresh as signatory.

Find more news and updates from the ReFED blog , including our press articles and newsletters .

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