Whole Foods Market was founded in 1980 by John Mackey to promote healthy eating through food free of pesticides, preservatives, cruelty and sweeteners (Hoovers).  Whole Foods in now the leading natural grocery chain with over 300 stores in the United States and more in the UK and Canada, with plans to expand nationally as well as internationally.  Whole Foods specializes in perishable items, accounting for 48 percent of total sales, along with grocery and prepared foods.  Whole Foods Market believes in Whole Foods-Whole People-Whole Planet: Providing the highest quality products to its customers, creating a work friendly environment with passionate employees, and supporting healthy and organic farming practices.

According to the Hoover online database, Whole Foods competes directly with Kroger, Safeway and Trader Joe’s.  Wal-mart, Publix and Tesco are also competitors within the grocery market, with Wal-mart bringing in the greatest amount of revenue in 2010.  Among Kroger, Safeway and Whole Foods, Kroger had the greatest annual sales in 2010 with 82,189,000 million dollars.  Whole Foods  accumulated the highest net profit margin among the three however, with 3.36 percent and Kroger and Safeway almost even with approximately 1.5 percent.

Whole Foods Market spent 2,076,000 in advertising from January 2009 to January 2010 according to Ad$pender.  Most of the budget was allocated to newspapers, while the other tho-thirds was split between magazines and spot television.