RECAP

FISCAL YEAR

marketing

2013

TABLE OF CONTENTSPRE-OPEN/GRAND-OPENCommunity Board of DirectorsTreefort "Like" CampaignGet to know WFM packetDonation requirement 1 sheeterFull Opening Recap

IN-STORE EXECUTIONGrab and GivePower to the PepperWhole Planet FoundationEarth MonthLocalOne Day SalesHeirloom Tomatoes

DIGITAL MARKETINGColorado River Project VideosEmail AcquisitionFacebook WinsFacebook Acquisition

EXTERNAL EVENTSSee Spot Walk

Treefort Music FestIdaho Potato Marathon

Tour de FatMovies Under the Stars

Kid’s Day of ServiceDouble Robie

INTERNAL EVENTSHoliday TastingsBike to Work Day

Beer and Wine FestEngine 2 Discussion by Rip Esselstyn

november 14-december 31

We’ll charge a $3 donation for our holiday tastings and donate the proceeds to a different school each week. These three schools showed interest in partnering with us right away, and we are looking forward to partnering with more schools in the future!

washington elementary adams elementary trail wind elementary

COMMUNITY GIVINGPLAN 2012

OPENING PARTNERS $1,250 donation each

Donation will go towards their Tomato Independence Project - a project that aims to increase awareness and production of tomato products in Idaho.

Donation will be either be made in the form of cash or food (BBP could use food to hand out meals to people with their bikes)

The Boise Schools Foundation will use the donation for their Student Aid Fund for Emergencies whichs assists students with immediate basic needs.

Treasure Valley Food Coalition

Boise Bicycle Project

Boise Schools Foundation

FOOD

RECREATION/SUSTAINABILITY

KIDS

Boise Urban Garden School (BUGS) KIDS/SUSTAINABILITY

FOOD

first three saturdays in decemberHOLIDAY TASTINGS

Idaho FoodbankThe Idaho Foodbank is likely the most recognizable non-profit in Idaho. They partner with Share Our Strength, Feeding America, and run a backpack program for kids.

Boise Urban Garden School engages youth, their families, their classrooms and their community through organic gardening, creating a learning environment that promotes nutrition, health and a sustainable local food system.

GRAB & GIVE (FOOD DRIVE)

SMALL CHANGE ADDS UP

5% DAYDecember 5th

Create Common Good JOB TRAINING

These partnerships were determined based largely on discussions during our Community Board of Directors meeting. After the discussion, we realized that we should not focus on one area of giving, but should spread our initial donations across several “categories” of organizations.

Create Common Good provides training and employment to refugees and others in need. Their programs include farm training, kitchen training, production of retail products, catering services, and community events.

Quarter 1

This plan was created in partnership with “Community Board of Directors”. This was a group of locals who had a strong connection with the Boise community - non-profits, media, City of Boise representatives, etc. The Board was developed to give us a better

understanding of what the Boise community expected from us.

TREEFORT MUSIC FESTpartnership

overview of the festival

our involvement

Treefort Music Fest is a four day event taking place March 21-24, 2013. 2012 marked the first year of the event; 140+ bands played to a crowd of more than 7,000. Conceived as an extension of the current momentum in the Boise music scene and art scene at large, their vision is that Treefort will provide the opportunity for Boise to play host to the national and regional music scenes while showcasing a lot of our own up-and-coming talent as well.

FACEBOOK ‘LIKE’ CAMPAIGNFor one month prior to our opening, we will run a campaign on Facebook where will we contribute $1 to the Treefort Music Festival for every new “like” of our Facebook page. The campaign will be capped at a total of $2,000. Treefort will promote the campaign through their social channels to help gain exposure for both of us. We will pitch the campaign to followers as “Help bring the bands to Treefort 2013, ‘like’ WFM Boise!”

FLASH KITCHENSWwe will be hosting a Flash Kitchen between bands throughout the 4 day event. A Flash Kitchen is an interactive, pop-up cooking lesson that aims to demystify the cooking process. They are a hands on experience, involving the crowd in the cooking process to help create simple, healthy, and tasty dishes!

GIFT CARD CONTRIBUTIONWhole Foods Market Boise will be contributing $1,500 worth of gift cards to the festival for the artists. The goal is to make sure the musicians all have access to good food while they are here!

FOOD VENDINGWhole Foods Market will be a food vendor at the four day Music Festival selling natural and organic ‘grab-n-go’ items.

TREEFORT SOCIAL MEDIATHEIR FOLLOWINGFacebook following of 4,217 as of 10/15. Very involved social following. At least 10 likes per post, with a relatively large amount of “shares” per post.They will post 3 times per week about our following, including graphics designed by us, and tags ofour page. We’ll both ask via FB for people to ‘share’ the campaign for increased action.

The Treefort “like” campaign built the base for our highly engaged Facebook following. It aligned us with the grassroots music scene in Boise by showing our financial support

online, and by placing us in a booth at the main stage throughout the festival.

We sell the highest quality natural & organic foods available.

We satisfy and delight our customers.

We support Team Member happiness and Excellence.

We create wealth through profits & growth.We are stewards of our shareholders' investments and we take that responsibility very seriously. We are committed to increasing long term shareholder value. We earn our profits every day through voluntary exchange with our customers. We recognize that profits are essential to creating capital for growth, prosperity, opportunity, job satisfaction and job security.

Our success is dependent upon the collective energy and intelligence of all of our Team Members. We strive to create a work environment where motivated Team Members can flourish and succeed to their highest potential. We appreciate effort and reward results.

They are our most important stakeholders in our business and the lifeblood of our business. Only by satisfying our customers first do we have the opportunity to satisfy the needs of our other stakeholders. We go to extraordinary lengths to satisfy and delight our customers. We want to meet or exceed their expectations on every shopping trip. We know that by doing so we turn customers into advocates for our business. Advocates do more than shop with us, they talk about Whole Foods to their friends and others. We want to serve our customers competently, efficiently, knowledgeably and with flair.

We have high standards and our goal is to sell the highest quality products we possibly can. We define quality by evaluating the ingredients, freshness, safety, taste, nutritive value and appearance of all of the products we carry. We are buying agents for our customers and not the selling agents for the manufacturers.

We care about our communities & Environment.We support organic farmers, growers and the environment through our commitment to sustainable agriculture and by expanding the market for organic products. We respect our environment and recycle, reuse, and reduce our waste wherever and whenever we can. We recognize our responsibility to be active participants in our local communities. We give a minimum of 5% of our profits every year to a wide variety of community and non-profit organizations. Our trade partners are our allies in serving our stakeholders. We treat them with respect, fairness and integrity at all times and expect the same in return.

We create ongoing win-win relationships with suppliers.Our supplier partners are our allies in serving the interests of our other stakeholders in bringing to market the safest highest quality products available. We treat them with respect, fairness and integrity at all times and expect the same in return. We seek supplier partnerships that share our concern for social responsibility and the environment.

We promote the health of our stakeholders through healthy eating education.Healthy eating is a basic foundation for optimum health and well-being. By providing healthy eating education we inspire and empower our stakeholders to make the best health-supportive, delicious food choices to maximize personal health and vitality.

This packet was developed to give potential community partners and customers an idea of what Whole Foods Market is all about. It included core values, donation pro-

grams, program overviews for GAP, Whole Trade, and more. It was distributed at each pre-open networking meeting.

COMMUNITY GIVING

SOCIAL MEDIAPost information about our partnership to your Facebook and/or Twitter pages at least twice. (Tag us in the post if possible)

EMAIL BLASTIf you have a database of email subscribers, please send a promotional email to them letting them know about the donation. Whole Foods Market can provide artwork to embed in the email if needed.

GRAND OPENINGPlease plan on having a representative on-site at our grand opening event on November 14. We will be announcing our opening partners, and would love for you to be on site to accept the donation. More details about on the event to follow.

ABOVE & BEYONDSend a press release regarding our partnership to your media contacts. Matt Collins from Whole Foods can provide quotes to be used, and is happy to help write the release.

If you have other forms of promotion that work well for your organization (i.e. a school newsletter - feel free to use them to let people know about our partnership. Get creative!

WEBPAGEPlease post a notificiation on your webpage with a link to our Facebook page. (Facebook.com/WFMBoise)

We are excited to be able to support your organization through a charitable contribution. In return for our donation, we ask that you help us to let the community know about our partnership. Below are some ways that we hope you can do so. We will do our best to promote our partnership through in-store signage, social media posts, our webpage, and press releases when appropriate. We will do all we can to help you spread the word - if you need artwork, help with a press release, or anything else, just let us know!

PUBLIC RELATIONSPlease let us know if you have a spokesperson available for media inquiries. The contact information for that person will be passed on to our PR Firm (Fresh Ideas Group)

This overview was developed to distribute to each non-profit organization that received a donation from Whole Foods Market Boise. The intention was to clearly outline how

we wanted to teach the community about our community giving.

Please post a notificiation on your webpage with a link to our Facebook page. (Facebook.com/WFMBoise)

Just a reminder of how awesome our store opening was. Of course, the vast majority of the items in the recap came from the work of our regional team, but I like

to think I played a small role in helping things come to fruition.

Click for full recap

During the first ever Grab & Give program in Boise, we raised over $31,000! Our pro-motions included an opening day oatmeal breakfast benefit, a large display on top of our salad bar, a POP devoted to it, and strong register signage. We also implemented

a vendor giving program (see next page).

POP DISPLAY

SALAD BAR DISPLAY

$2,350 RAISED FROM VENDORS!

WHOLE FOODS MARKET GRAB AND GIVE PROGRAM From November 14th-December 31st, we will be raising money at our registers in support of the Idaho FoodBank. Shoppers will have the option of purchasing meals of $5, $10, or $25 value to be donated to the Foodbank. We will purchase the food at wholesale prices and donate to the Foodbank at the end of the program.

VENDOR GIVING PROGRAMWe want to give our vendors an opportunity to participate in this program on a larger scale than individual customers do. This will give you a chance to make a donation to the Foodbank, and gain exposure at our store through our marketing efforts. The following donation levels outline ways that we can partner with you to promote your brand in return for a donation to a great Idaho non-profit organization.

A “Thank You” Facebook & Twitter post from WFM Boise

Company name included in email blast “Thank You”

Shelf shouter on your product calling out your donation

All the benefits of the $100 level“Thank You” plaque in our break room (great way to get our Team Members to talk up your product)Inclusion of company name on press release from WFM and the Foodbank at the end of the program.

All the benefits of the $100 & $250 levels“Thank You” plaque on our Front End (placed where customers can see while standing in line)Buttons made for our Team Members to wear - “I support _____ because they support Boise”

*To participate in this program, deliver a check made out to Whole Foods Market to Matt Collins, or (once we open), you can go

through the registers to pay with cash or card. Ask for a Shift Leader, or Matt Collins to witness the transaction.

*For current numbers on the reach of the Whole Foods Market email database and social media channels, contact Matt Collins

(matt.collins@wholefoods.com)

In order to tie our local vendors into our community giving plan, we structured a Grab and Give donation program for them. In return for their donation, we gave them

varying levels of exposure in our store and on our social media channels. See below for structure.

$2,350 RAISED FROM VENDORS!

In January 2013, we went big with Whole Trade messaging for the company-wide Power to the Pepper contest. We won the contest by creating strong displays through-out the store. Our lead display in produce contained large format differentiation mes-saging and artwork, ipads with cooking videos, and recipe cards. We also transformed

our Street Food Cart to feature bell peppers, and focused on bell pepper items in Meat, Seafood, and the Chef’s Case.

Whole Planet Foundation Pint Glass - $4 each, 75% donated to WPFPayette Brewing Bandito IPA - $30 from each keg donated to WPF ($600 total)

Sockeye Brewing Trail Wind Pale Ale - $30 from each keg donated to WPF ($120 total)Whole Planet Foundation Growler - $5 donation, 100% donated to WPF

Team Member Cookbook - $7 Donation, 100% donated to WPFDonkey Kong Arcade Game - 25¢ plays, 100% donated to WPF

10 Barrel Brewing T-Shirts - $15 each, 100% donated to WPFTM Rummage Sale - 100% of proceeds donated to WPF

“Tune up the World” Bike tune-ups by Georges Cycles, $25 donation to WPFAfter Hours River Room Concert - $15 cover, 100% donated to WPF

Fundraisers

We partnered with local company, Social Good Network, to develop an online giving platform for Whole Planet Foundation. App included intro

video, WPF overview and “thank you” video. In one month, we raised over $1,000 on our Facebook page!

Home page donate button

Facebook App

We took the Earth Month sign package and personalized it to our store by putting our Team Members in the spotlight. The signs focused on Team Member favorites, and coordinator push items. The goal was to utilize the global creative to drive sales on

strategic items at the store level. The images were used in-store and online.

We payed tribute to our local producers with a large-scale collage of photographs in our entry, as well as a “local pick of the week”. We were pleasantly surprised that a large percentage of shoppers

stopped in the ‘decompression zone’ to look at the display. We also installed a paid postcard station for people to share their local pride with loved ones, and rustic signs above our produce

department calling out mileage to farms and product arrival dates

I worked with Vital Films to produce 7 videos to support our “I’m a Local” campaign. One video featured six of our local vendors, and was played on our social channels, on a big screen at three

Movies Under the Stars events, and at the “Sesqui Shop” in downtown Boise.

The other videos were short, light-hearted snippets of our Team Members making jokes about local.

Vendor video

TM Videos

We took home a handful of One Day Sale wins this year - we had great success in Produce and Beer. See below for a sampling of how they looked at our store.

ON-AIR MENTION

HERE

We partnered with our Produce team to create an impactful Heirloom Tomato display for the Masters of Merchandising Contest.The display focused on the different varietals available, and included recipe cards paired with cross mer-

chandised items to encourage bigger baskets.

I had the opportunity to travel with Heather Larrabee and Matt Hobbs from Vital Films to produce three videos in support of the Colorado River Project.

Click below to see how they turned out.

We partnered with a local rafting company to give away a six day rafting trip for two at our store. To enter, customers signed up for our email newsletter. The rafting

company purchased radio ads driving people to our store to sign up for the con-test. We ended up with about 1,500 new email addresses from the giveaway.

Rafting Trip Email Acquisition

During our global digital acquisition campaign, New Belgium Brewing gave us a cruiser bike to use as a

giveaway. We gained about 750 new email addresses from this giveaway.

New Belgium Cruiser Bike Giveaway

Digital Acquisition Contest#5 in the company for email acquisition!

Digital Acquisition Contest#5 in the company for email acquisition!

Driving “Likes”

Driving “Comments” Driving “Shares”

Driving Sales

When I post to Facebook, I try to alternate between driving ‘likes’, comments, shares, or sales, below are examples of each. As of October 1st, we have 7,900

“likes” of our page.

101 Comments

150 Shares

203 Likes

63 Likes, 7 Comments, 14 Shares

After winning the company-wide facebook acquisition contest, we were given $1,000 to donate to a local organization. We wanted to turn this money into even

more acquisition for our facebook page. We partnered with the Humane Society to run a “like” campaign, and over two weeks, we gained over 1,200 new facebook

followers.

450 total shares1,200 new likes

#1 Paid store during digital acquisition campaign

6,000 in attendance Activation: Whole Trade Bananas and WatermelonsMessage: Basics of the Whole Trade Guarantee

See Spot WalkActivation: Reusable bag handout & Email Aquistion (800 email addresses)Message: Store OpeningCommunity Component: Humane Society Support

Idaho Potato Marathon

Treefort Music FestivalActivation: Selling PFDS WrapsCommunity Component: Support of grassroots music festival in Boise.Partnership Win: 2,000 new Facebook followers from “Like” campaign.

Tour de FatActivation: Selling PFDS WrapsCommunity Component: Support for three bicycle focused non-profits

Movies Under the StarsAttendance: 2,500+ at all three eventsActivation: Free Watermelon SlicesCommunity Component: Support of Boise Public Schools FoundationPartnership Wins: Leveraged BPSF email database of 25,000 families to drive them to 5% Day. Played local vendor video prior to every movie.

(2,500 people watching our local vendor video)

Art in the Park 2013Attendance: Tens of thousandsActivation: Email acquisition, art activities, River Room tokensPartnership Wins: Negotiated $5,000 event sponsorship in exchange for one 5% Day.

(s�ry!)

Kids’ Day of ServiceAttendance: 65 volunteers, 100 kidsActivation: Built 16 garden beds from the ground up. Cut sod, leveled ground, and install 8 at Garfield Elementary. The remaining 8 were donated to Haw-thorne Elementary, a recipient of a WKF grant. We had several kids activity stations at the event including healthy eating from Whole Foods Market.Partnerships: Partnered with local organizations Boise Urban Garden School, Boise Parks and Rec, Boise Schools Foundation, Idaho Botanical Garden, Junior League of Boise, and Garfield Elementary.

Double Robie & Aldape ChallengeAttendance: 500Activation: Recovery bags for runnersPartnership Wins: Built goodwill with serious runners in Boise. Packet pick-up hosted at our store (300+ people came to our store for pick-up).

Holiday TastingsWe charged a $3 donation for each plate of samples, and raised a total of over $1,500 for local schools through our tasting events.

Bike to Work DayWe provided free breakfast for those who rode their bikes to work. This was a first time event, and over 400 people attended!

Earth Month Beer and Wine FestOver 200 people attended our first annual beer and wine festbenefitting Idaho Rivers United. We raised almost $1,000 with the event.

Rip EsselstynRip Esselstyn visited Boise, and spoke in front of a packed house of about 100 people in our café.

Other in-store events throughout the YearTurkey Day 5k Packet Pick UpHealthy Eating Store Tours with Trevor’s Trek FoundationValentine’s Dash Packet Pick UpLive music in the River Room, every ThursdayCheap Date Night, every Monday in the River RoomChristmas in July party in the River RoomBandito IPA Release PartyBoise Bicycle Project Communter Class & Fashion ShowFirst Friday Tasting EventsWhole Journeys Pre-Trip Dinner28 Day Challenge Weekly Meet UpsIdaho Humane Society Adoption Event/Pet Food DriveBSU Pre-Game Parties