Something Strange Is Happening to Whole Foods

Something strange is going on with Whole Foods.

Don’t say I didn’t warn you.

There are some weird things going on with Whole Foods.

First, Amazon is quietly absorbing WF’s workforce.

This is formally known as Project Cremini.

But there’s more.

Amazon is merging Whole Foods’ vendor management into their own. 

The newest WF formats are now selling Pepsi and Doritos.

Amazon is rolling out dark stores close to WF locations.

And don’t forget the revolving door of WF leadership.

𝘞𝘦𝘪𝘳𝘥, 𝘸𝘦𝘪𝘳𝘥, 𝘸𝘦𝘪𝘳𝘥, 𝘢𝘯𝘥 𝘸𝘦𝘪𝘳𝘥𝘦𝘳.

But lets maybe step back look at the big picture.

Amazon and Whole Foods are leaving some bread crumbs that are forming an interesting trail.

https://www.youtube.com/watch?v=zvtQJLoo5JU

𝟭.  𝗔𝗺𝗮𝘇𝗼𝗻’𝘀 𝗼𝗿𝗶𝗴𝗶𝗻𝗮𝗹 𝗶𝗻𝘁𝗲𝗿𝗲𝘀𝘁 𝗶𝗻 𝗪𝗵𝗼𝗹𝗲 𝗙𝗼𝗼𝗱𝘀.

This was Fulfillment infrastructure, period. 

Revenue was always a blip on Amazon's radar.

𝟮.  𝗪𝗵𝗼𝗹𝗲 𝗙𝗼𝗼𝗱𝘀 𝗻𝗲𝘄 𝗳𝗼𝗿𝗺𝗮𝘁 𝗶𝗻 𝗣𝗹𝘆𝗺𝗼𝘂𝘁𝗵 𝗠𝗲𝗲𝘁𝗶𝗻𝗴 𝗣𝗔.

There's a complete robotic “dark store” behind the retail space.

This is a signal of where Amazon thinks grocery is going.

𝟯.  𝗪𝗵𝗼𝗹𝗲 𝗙𝗼𝗼𝗱𝘀’ 𝗱𝗶𝘀𝗮𝗽𝗽𝗲𝗮𝗿𝗶𝗻𝗴 𝗹𝗲𝗮𝗱𝗲𝗿𝘀𝗵𝗶𝗽 𝘁𝗲𝗮𝗺. 

WF workforce is quietly merging with Amazon’s.

Amazon seems less concerned with Whole Foods once distinct culture and leadership.

𝟰.  𝗔𝗺𝗮𝘇𝗼𝗻’𝘀 𝗻𝗲𝘄 “𝗦𝗮𝗺𝗲 𝗗𝗮𝘆” 𝗦𝗶𝘁𝗲𝘀.

Amazon is opening tons of virtual dark stores, but VERY few actual retail doors.

𝟱.  𝗪𝗵𝗼𝗹𝗲 𝗙𝗼𝗼𝗱𝘀 𝗮𝘀 𝗮 𝗽𝗲𝗿𝗰𝗲𝗻𝘁𝗮𝗴𝗲 𝗼𝗳 total Amazon 𝗿𝗲𝘃𝗲𝗻𝘂𝗲.

Amazon is pacing to $690 billion in 2025, but WF to only $22B.

That's a paltry 3% of Amazon's total revenue.  It's peanuts. 

Where am I going with all of this?

Amazon has Big, Big plans.  Trillion Dollar Plans.

And Whole Foods is a rounding error.

Amazon wants all 350 Million shoppers.

And it won’t get them through WF's 530 retail doors.

You know what we're seeing? 

We’re watching Whole Foods get stripped for parts. 

This is like the retail version of black market organ harvesting. 

Because WF won’t take Amazon where it wants to go.

Will Whole Foods cease to exist? 

No, not necessarily.

But this is a sign of the times.

Get ready for a very duopolistic World. 

I might have a strategy for both Amazon and Walmart.

They’re both coming for retail.  All of it.

So who do you think comes out on top, Amazon or Walmart?

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🔹 We grow brands on Amazon.

🔹 We drove velocity at Whole Foods and Walmart.