Whole Foods Market’s Vision Statement, Mission Statement

Whole Foods Market vision statement and mission statement case study and analysis
Whole Foods Market at West University Place, Texas. Whole Foods Market’s vision statement and mission statement guide the company’s high growth. (Photo: Public Domain)

Whole Foods Market’s mission statement and vision statement guide the company’s growth to its current position as one of the biggest health food store chains in the United States. Founded in 1980, the company has more than 400 locations in the U.S., Canada and the U.K. Whole Foods Market’s mission statement determines the company’s objectives and activities. On the other hand, Whole Foods Market’s vision statement influences the firm’s strategic direction. The combined effect of the mission statement and vision statement defines the strategic choices and objectives of Whole Foods Market and how it continues to strive for leadership in the grocery and health food store industries. Whole Foods Market follows its mission statement and vision statement for success.

Whole Foods Market’s vision statement and mission statement are examples of how a company’s mission and vision statements shape organizational development, strategic formulation and potential success. Strong and ambitious mission and vision statements push Whole Foods Market to keep striving for excellence.

Whole Foods Market’s Vision Statement

Whole Foods Market does not have an official vision statement. However, an exploration of the firm’s website shows that Whole Foods Market’s vision statement is synonymous to its motto: “Whole Foods, Whole People, Whole Planet”. In expanded form, the company’s vision statement is as follows: “Our motto – ‘Whole Foods, Whole People and Whole Planet’ – emphasizes that our vision reaches far beyond just being a food retailer. Our success in fulfilling our vision is measured by customer satisfaction, team member excellence and happiness, return on capital investment, improvement in the state of the environment and local and larger community support. Our ability to instill a clear sense of interdependence among our various stakeholders (the people who are interested and benefit from the success of our company) is contingent upon our efforts to communicate more often, more openly and more compassionately. Better communication equals better understanding and more trust.”

Whole Foods Market’s vision statement is effective in showing the desired future state of the business. For instance, the “whole people” component of the vision statement shows that the company wants to be successful in supporting healthy lifestyles. In addition, the “whole planet” component of Whole Foods Market’s vision statement indicates that the firm aims for global leadership in the industry. The company also aims to achieve leadership in supporting people’s healthful diets. Moreover, Whole Foods Market’s vision statement addresses the company’s desired level of leadership in satisfying stakeholders, such as customers, employees, investors, the environment, and communities. Thus, Whole Foods Market has a comprehensive vision statement that properly outlines the future direction of the business.

Whole Foods Market’s Mission Statement

Whole Foods Market’s mission statement addresses a number of key factors in the business. This mission statement reads: “Whole Foods Market is a dynamic leader in the quality food business. We are a mission-driven company that aims to set the standards of excellence for food retailers. We are building a business in which high standards permeate all aspects of our company. Quality is a state of mind at Whole Foods Market.”

This mission statement shows what Whole Foods Market is doing or plans to do to achieve the industry leadership aim stated in its vision statement. The following points are the most notable in Whole Foods Market’s mission statement:

  1. Quality output
  2. Standards of excellence for food retailers
  3. High standards in all aspects of the business
  4. Quality state of mind

Whole Foods Market emphasizes high quality in these points of its mission statement. The company offers quality food products. The “standards of excellence for food retailers” component of the mission statement shows that Whole Foods Market aims to become the industry leader in excellence standards. Moreover, in this mission statement, the firm inculcates a quality mindset, which pertains to employees’ mindset in the organizational culture, and the food preferences of Whole Foods Market customers. Thus, Whole Foods Market’s mission statement accounts for organizational output (product quality), industry and market positioning (standards of excellence and quality), organizational culture and Whole Foods Market customers’ health (quality state of mind).

Analysis of Whole Foods Market’s Mission & Vision Statements

Whole Foods Market’s mission statement is comprehensive in addressing various aspects of the business. However, this mission statement can be improved by including more information or points about Whole Foods Market stakeholders, such as governments and communities. Nonetheless, these points are included in Whole Foods Market’s vision statement, which is more detailed than the company’s mission statement. Overall, Whole Foods Market’s mission statement and vision statement are detailed and comprehensive in addressing various business aspects and strategic direction.

References
  • Bartkus, B., Glassman, M., & McAfee, B. (2006). Mission statement quality and financial performance. European Management Journal, 24(1), 86-94.
  • Cochran, D. S., David, F. R., & Gibson, C. K. (2008). A framework for developing an effective mission statement. Journal of Business strategies, 25(2), 27.
  • David, F. R. (2003). Its time to redraft your mission statement. Journal of Business Strategy24(1), 11-14.
  • Johnston, J. (2008). The citizen-consumer hybrid: ideological tensions and the case of Whole Foods Market. Theory and Society37(3), 229-270.
  • Johnston, J., & Szabo, M. (2011). Reflexivity and the Whole Foods Market consumer: the lived experience of shopping for change. Agriculture and Human Values28(3), 303-319.
  • Kirkpatrick, S. A., Wofford, J. C., & Baum, J. R. (2002). Measuring motive imagery contained in the vision statement. The Leadership Quarterly13(2), 139-150.
  • Lucas, J. R. (1998). Anatomy of a vision statement. Management Review, 87(2), 22.
  • Swales, J. M., & Rogers, P. S. (1995). Discourse and the projection of corporate culture: The mission statement. Discourse & Society6(2), 223-242.
  • Whole Foods Market (2015). Core Values – Whole Foods Market.
  • Whole Foods Market (2015). Mission & Values – Whole Foods Market.
  • Whole Foods Market (2015). Our Values and Mission – Whole Foods Market.