While we had a Whole Foods Market in Milwaukee, it wasn't the most convenient grocery store, so I didn't go. Here in Vancouver, though, a Whole Foods Market is the closest store to me, so I thought I would give it a try. I was actually intrigued by the idea of the Whole Foods Market, anyway -- they were used as a case study in a class that I was taking, andI learned a lot about their special programs and business practices in that class. It seemed like a business vision I could support, even understanding that they may be a little more expensive than other grocery stores.
I guess I didn't know what to expect. I just didn't feel comfortable there. I thought it would be pretty much the same as any other grocery store, but as I wandered down the aisle, I started to feel uncomfortable. It was an odd feeling that I didn't recognize any of the brands on the shelves. I was expecting to see the store brands and healthier choice brands alongside brands that I recognized, but in general, it was all store- and off-brands (with a few exceptions, like beer and chips). It actually made me uncomfortable enough that I put back the few things I had picked up in the produce section and wander down the road a little further to a Fred Meyer.
The odd thing is, most of what I picked up at Fred Meyer were the store brands. It just made me comfortable to see that there was a Post and Kellogg's Raisin Bran next to the Fred Meyer brand.
It is interesting what you learn about yourself when you go grocery shopping. I'm brand-loyal in a very odd way.