10 Questions with Jeremiah McElwee
1.) What inspires you the most about working with Whole Foods Market?
I would say two words: authenticity & purpose. Whole Foods Market is a truly authentic company that walks it's talk. This has always inspired me from the day I started with the company back in early 1998 as a "juice bar team member". We have team structures in every department, and in reality any person in the company can create their own job, change the policies they work under, influence the missions we support, or bring awareness to an issue that shapes the company's future. We all work with a greater purpose which is ultimately to change the world through the foods and products that people purchase in our stores. That may sound idealistic, but for so many of us in the natural products industry it is what brings us to work every day. I started my career in the Natural Products Industry back in 1994 working in a small apothecary called Harnett's, in Harvard Square, Cambridge MA. Back then, I had a ton of digestive problems that I grew up with, primarily from eating poorly and not knowing any better as a kid from Southern New Jersey. My real reason for wandering into Harnett's was not due to any awareness of the products they offered but simply because I needed a job to pay the rent, I had no idea how that decision would change my world. Not only did my health completely improve in less than one year, but the amazing people and healers I came in contact with made me a believer in two concepts: 1.) There are cleaner, greener alternative products to commonly found CPG brands available in the mass market, that are created by people who believe in something bigger than the almighty dollar. 2.) There is power in information, and by peeling back the layers of what is presented in the mainstream media and searching for yourself, you can find solutions and change your own life. An example of the latter for me occurred while I was at Harnett's and was lucky enough to meet people that simply through dietary & lifestyle changes were survivors of all types of degenerative diseases and conditions. This had a radical life changing effect on me. Had you told this young guy from NJ that this was possible without a conventional hospital or physician before I experienced it myself, I would have surely laughed you off and ran the other way thinking: "This person is CRAZY!".
2.) Can you offer some insights about what direction Whole Body is heading in year 2009, and beyond?
The primary direction is one that is truly Whole Foods Market inspired, which is one of constant improvement around the products and services we offer our customers. It has been interesting with the economic environment of the past 12 or so months, how our focus has shifted in some ways, but not in others. For instance, we are definitely conscious more so than ever of pricing and value offerings, however, we are also working on mission driven initiatives as well. Our latest focus in Whole Body has been around responsible packaging standards and working with our suppliers to shift packaging toward the greenest possible standards. The ultimate goal of Whole Foods Market (and for us in Whole Body) is to someday be zero waste. I think when most people think of this concept they think of the energy utilized to keep a business operating and the waste generated by the business. For me, it also means what customers leave our stores with, making sure it is either compostable, biodegradable or at minimum, recyclable. We have worked really hard at Whole Foods to clean up the products in the containers with diligent ingredient driven quality standards. Now the time has come to look long and hard at the packaging that holds the amazing products we sell. As with the Premium Body Care Standard we launched in 2008, for our packaging guidelines we have collaborated with the supplier community to pull forth a higher level of expertise and set meaningful yet realistic timelines to accomplish goals we all agree to.
3.) What criteria is most important when it comes to selecting new products Whole Body will stock in the stores?
First and foremost is always our Quality Standards. I am not sure most customers realize that we have a team of experts that review product ingredients, label claims, and all aspects of products before they ever are approved for sale in our stores. This can be a rather thankless job, and one that our Quality Standards team gets little credit for, but they are the reason that customers often say things like: "I feel like I don't even have to read the label when I shop at Whole Foods." As for Whole Body specifically, we always start with quality… Lately, with the rough economy, price point and value proposition have moved higher on our radar. So we often work with suppliers to change pack sizes or reduce cost of goods so that we can bring a great price to customers as well. One great example of a product we recently developed in close partnership with an amazing supplier, is: Every Day Shea Hand & Body Lotion. I met with Olowo-n'djo Tchala, founder of Alaffia Sustainable Skin Care, and we brainstormed the idea of a PREMIUM BODY CARE standard lotion that featured fairly traded Shea Butter from the Agbanga Cooperative in Togo, West Africa. The caveat here is that they were able to keep the formula simple and clean, and offer it in a 32 ounce size at a $9.99 retail. So Whole Foods Market customers get a phenomenal product that is fairly traded, and changing the lives of women in Africa, all for an incredible value. Another example of some of the supplier partnerships we are working to evolve is a great one we launched in January 2009; Guayaki Organic Energy Shot. This was the first ever USDA organic certified energy shot designed to go after a category that is being offered in just about every convenience store & gas station these days. The great team at Guayaki and I had some phone calls where we talked about the obvious void of cleaner, greener options for energy seekers and just 6 months later we were bringing this innovative, supply chain, altering product to market together. To me these are two of the more exciting launches we have had in Whole Body in recent years, for different but important reasons.
4.) When doing a google search on your name to research this interview, it is apparent you have become a highly Googleable, media friendly personality for Whole Foods. From articles in The New York Times, to The Huffington Post, what wisdom have you gained from conducting media interviews that generate broad national exposure?
Hmmmm... One thing I have learned is that most reporters will interview you for 30 minutes or so and basically use one quote that helps them prove the point of the piece they are trying to write. You always hear celebrities and athletes talk about being taken out of context, or only the most provocative quote being used etc, and I guess before I started doing media I did not really believe that. But having it happen to me on a few occasions I now see how that can happen. Beyond that, I would say the funniest part to me is that we have literally hundreds of team members in our stores who have far more knowledge or expertise in any given area of Whole Body than I do, but due to my title and broader perspective on the business, I am often the one being quoted. For me, this is a huge honor to represent both Whole Foods Market, but specifically Whole Body, and not something I ever take lightly or for granted. I always hope that someone might read a quote or piece I contribute to and be inspired to visit Whole Body and/or take control of their health by seeking information in our stores. Each day our team members are helping countless people change their lives via diet/lifestyle changes and through finding the right nutritional supplements or personal care items etc, so if I can encourage even one more person to come in and have this experience, I am thrilled!
I would say two words: authenticity & purpose. Whole Foods Market is a truly authentic company that walks it's talk. This has always inspired me from the day I started with the company back in early 1998 as a "juice bar team member". We have team structures in every department, and in reality any person in the company can create their own job, change the policies they work under, influence the missions we support, or bring awareness to an issue that shapes the company's future. We all work with a greater purpose which is ultimately to change the world through the foods and products that people purchase in our stores. That may sound idealistic, but for so many of us in the natural products industry it is what brings us to work every day. I started my career in the Natural Products Industry back in 1994 working in a small apothecary called Harnett's, in Harvard Square, Cambridge MA. Back then, I had a ton of digestive problems that I grew up with, primarily from eating poorly and not knowing any better as a kid from Southern New Jersey. My real reason for wandering into Harnett's was not due to any awareness of the products they offered but simply because I needed a job to pay the rent, I had no idea how that decision would change my world. Not only did my health completely improve in less than one year, but the amazing people and healers I came in contact with made me a believer in two concepts: 1.) There are cleaner, greener alternative products to commonly found CPG brands available in the mass market, that are created by people who believe in something bigger than the almighty dollar. 2.) There is power in information, and by peeling back the layers of what is presented in the mainstream media and searching for yourself, you can find solutions and change your own life. An example of the latter for me occurred while I was at Harnett's and was lucky enough to meet people that simply through dietary & lifestyle changes were survivors of all types of degenerative diseases and conditions. This had a radical life changing effect on me. Had you told this young guy from NJ that this was possible without a conventional hospital or physician before I experienced it myself, I would have surely laughed you off and ran the other way thinking: "This person is CRAZY!".
2.) Can you offer some insights about what direction Whole Body is heading in year 2009, and beyond?
The primary direction is one that is truly Whole Foods Market inspired, which is one of constant improvement around the products and services we offer our customers. It has been interesting with the economic environment of the past 12 or so months, how our focus has shifted in some ways, but not in others. For instance, we are definitely conscious more so than ever of pricing and value offerings, however, we are also working on mission driven initiatives as well. Our latest focus in Whole Body has been around responsible packaging standards and working with our suppliers to shift packaging toward the greenest possible standards. The ultimate goal of Whole Foods Market (and for us in Whole Body) is to someday be zero waste. I think when most people think of this concept they think of the energy utilized to keep a business operating and the waste generated by the business. For me, it also means what customers leave our stores with, making sure it is either compostable, biodegradable or at minimum, recyclable. We have worked really hard at Whole Foods to clean up the products in the containers with diligent ingredient driven quality standards. Now the time has come to look long and hard at the packaging that holds the amazing products we sell. As with the Premium Body Care Standard we launched in 2008, for our packaging guidelines we have collaborated with the supplier community to pull forth a higher level of expertise and set meaningful yet realistic timelines to accomplish goals we all agree to.
3.) What criteria is most important when it comes to selecting new products Whole Body will stock in the stores?
First and foremost is always our Quality Standards. I am not sure most customers realize that we have a team of experts that review product ingredients, label claims, and all aspects of products before they ever are approved for sale in our stores. This can be a rather thankless job, and one that our Quality Standards team gets little credit for, but they are the reason that customers often say things like: "I feel like I don't even have to read the label when I shop at Whole Foods." As for Whole Body specifically, we always start with quality… Lately, with the rough economy, price point and value proposition have moved higher on our radar. So we often work with suppliers to change pack sizes or reduce cost of goods so that we can bring a great price to customers as well. One great example of a product we recently developed in close partnership with an amazing supplier, is: Every Day Shea Hand & Body Lotion. I met with Olowo-n'djo Tchala, founder of Alaffia Sustainable Skin Care, and we brainstormed the idea of a PREMIUM BODY CARE standard lotion that featured fairly traded Shea Butter from the Agbanga Cooperative in Togo, West Africa. The caveat here is that they were able to keep the formula simple and clean, and offer it in a 32 ounce size at a $9.99 retail. So Whole Foods Market customers get a phenomenal product that is fairly traded, and changing the lives of women in Africa, all for an incredible value. Another example of some of the supplier partnerships we are working to evolve is a great one we launched in January 2009; Guayaki Organic Energy Shot. This was the first ever USDA organic certified energy shot designed to go after a category that is being offered in just about every convenience store & gas station these days. The great team at Guayaki and I had some phone calls where we talked about the obvious void of cleaner, greener options for energy seekers and just 6 months later we were bringing this innovative, supply chain, altering product to market together. To me these are two of the more exciting launches we have had in Whole Body in recent years, for different but important reasons.
4.) When doing a google search on your name to research this interview, it is apparent you have become a highly Googleable, media friendly personality for Whole Foods. From articles in The New York Times, to The Huffington Post, what wisdom have you gained from conducting media interviews that generate broad national exposure?
Hmmmm... One thing I have learned is that most reporters will interview you for 30 minutes or so and basically use one quote that helps them prove the point of the piece they are trying to write. You always hear celebrities and athletes talk about being taken out of context, or only the most provocative quote being used etc, and I guess before I started doing media I did not really believe that. But having it happen to me on a few occasions I now see how that can happen. Beyond that, I would say the funniest part to me is that we have literally hundreds of team members in our stores who have far more knowledge or expertise in any given area of Whole Body than I do, but due to my title and broader perspective on the business, I am often the one being quoted. For me, this is a huge honor to represent both Whole Foods Market, but specifically Whole Body, and not something I ever take lightly or for granted. I always hope that someone might read a quote or piece I contribute to and be inspired to visit Whole Body and/or take control of their health by seeking information in our stores. Each day our team members are helping countless people change their lives via diet/lifestyle changes and through finding the right nutritional supplements or personal care items etc, so if I can encourage even one more person to come in and have this experience, I am thrilled!
5.) A current example of a media blitz in motion, comes from the
Project Green Prom launch. With Whole Foods Market partnering with Teens Turning Green for this launch, what role does Whole Body play in making this program a success?
Honestly, in this case, it is all about the amazing young women of the Teens Turning Green movement. I have been privileged to participate with them in several events and our Whole Body group launched their not for profit brand in September 2008 as the first ever green, clean product line for Teens by Teens. These young ladies are changing the world and Whole Body is helping to give them a platform by sharing the message and the products in our stores. The younger generations will carry the green torch forward and as the parent of two young girls I can only hope that our world continues to change positively at a rapid pace. We hold all of the cards to our own fate at this point in our history and through some simple alterations to consumer patterns we can create amazing change. What could be more exciting than that?
6.) Social media has "exploded" in the last several months. Between Twitter, Facebook, Flickr alone, Whole Foods has become a huge social media presence. What about Whole Body? How do you see Whole Body capitalizing on the social media experience?
Great question... Well, as you know, due to the overwhelming amount of electronic communication I personally field every day I am somewhat of a dinosaur on the social media front personally, but I am keenly aware of it. I think Whole Body could definitely get more involved, particularly in the vein of dialogue around health topics. As I mentioned before, we have literally hundreds of 'experts' that work in our stores with such an incredible knowledge base on a wide range of health-related topics. We have nutritionists, homeopaths, herbalists, aestheticians and a myriad of other talented folks who spend 40+ hours a week sharing information (in a DSHEA compliant & legal way of course) with customers. Imagine the power if they were unleashed to post about common customer questions or make their favorite recommendations etc. There is so much potential here that could help many, many people in the future.
7.) Between your global role in Whole Body, and as a contributor to the
Whole Story Blog on the Whole Foods Market Website, you are right on the cusp of emerging new healthy lifestyle trends. What trends on the horizon do you see that may shape, influence or impact the natural health industry?
Whole Story Blog on the Whole Foods Market Website, you are right on the cusp of emerging new healthy lifestyle trends. What trends on the horizon do you see that may shape, influence or impact the natural health industry?
For me, the most exciting trend has been how the lines are blurring more and more between food and nutritional supplements. We have watched the "Super Fruits" category emerge right before our eyes. Exotic foods such as Acai, Goji, Sacha Inchi, Mangosteen, Maca, Noni, Camu Camu and others that are packed with nutrients are now being snatched up in our stores and consumed in large quantities. When I first started doing this some 16 years ago, vitamin pills were all synthetic USP grade chemicals that had little to do with food, and the idea of eating green foods and antioxidant rich powdered or liquid fruits to get high concentrations of absorbable nutrients was little more than a dream to most. As we know, the more nutrition we get from food sources the better we feel and the less risk of toxicity, so I think with a blend of quality sourcing, technology and nature's wisdom being honored more and more, people will move closer toward optimal health, everyday. On the Body Care side, it has been amazing to watch the products on the market become cleaner and cleaner since early 2008 when we revealed our Premium Body Care Standard. Back then we had about 1100 products that met the standard in our stores. Now we are up to over 2500 and growing. One of the goals of launching the standard was to attach a seal to products in our stores so that customers would know by sight what the cleanest, greenest products available are. While there has been a proliferation of seals and standards over the past 12 months, we are happy that our customers know our stance and can shop Whole Body confidently. I expect the future will mean the "non-premium" products become obsolete and safer, while more ecologically friendly alternative ingredients will continue to emerge making personal care products better and better.
8.) This economic recession has impacted everyone it seems. From within the global perspective of Whole Body, what have you personally learned about Whole Foods Market from this recession experience?
It has felt like I have had 2-3 jobs in the last 6-12 months with the fluctuations in the Global Economy. While we were always sensitive to price and worked hard to offer customers tiers of options in terms of price, I think many of the brands we work with were moving only toward aspirational ideals and not creating great entry point priced items in our channel. The events of the past 12 months or so have changed the discussions and it is refreshing to see companies sharpening pencils and bringing high quality, organic products to market with lower price points to help capture new customers and retain existing shoppers. I think it is exciting that a new shopper who comes into Whole Foods Market today will find great, healthy products at prices that are in line with what they would expect to pay in mass market stores.
9.) What do you see yourself possibly doing 10 years from now?
Years ago when I fell in love with the natural products industry my primary goal was much the same as it is now... To help more and more people take control of their health through information while also realizing the connection their purchases have in the greater scheme of the world. So I hope that in ten years from now, I will be looking back on a time when we see more transparency & awareness in regards to consumer product supply chains and the externalized costs associated with them. I would envision being part of some type of Non-Profit Organization that is sewing together some of the back of the house details around said transparency so that our world can thrive via trade, and poverty is eliminated. Of course this may be twenty years from now as there is plenty of work to do between now and then!
10.) Last question, but this one comes in three parts. A.) What is your favorite movie of all time? B.) Favorite book of all time? C.) Favorite Whole Foods store location, anywhere outside Austin?
I must tell you that these three are the most difficult of the entire interview... So many movies and books have had a lasting impact on me and once I see/read them they become part of me in ways that are difficult to describe. Honestly, words have always been powerful to me and artistry in any form holds a place of deep respect in my heart, so that I find beauty in almost all that I see and learn from everything I come in contact with. My favorite Whole Foods Market store location is the next one I go into, but it has nothing to do with the store design or product mix, it is because I swear every store I go into has such incredible team members doing wonderful things that I always find another reason to fall in love. It is why I love Whole Foods Market stores so much!
Jeremiah... Thank you for taking the time to let the Ace Marketing Agency interview you.
8.) This economic recession has impacted everyone it seems. From within the global perspective of Whole Body, what have you personally learned about Whole Foods Market from this recession experience?
It has felt like I have had 2-3 jobs in the last 6-12 months with the fluctuations in the Global Economy. While we were always sensitive to price and worked hard to offer customers tiers of options in terms of price, I think many of the brands we work with were moving only toward aspirational ideals and not creating great entry point priced items in our channel. The events of the past 12 months or so have changed the discussions and it is refreshing to see companies sharpening pencils and bringing high quality, organic products to market with lower price points to help capture new customers and retain existing shoppers. I think it is exciting that a new shopper who comes into Whole Foods Market today will find great, healthy products at prices that are in line with what they would expect to pay in mass market stores.
9.) What do you see yourself possibly doing 10 years from now?
Years ago when I fell in love with the natural products industry my primary goal was much the same as it is now... To help more and more people take control of their health through information while also realizing the connection their purchases have in the greater scheme of the world. So I hope that in ten years from now, I will be looking back on a time when we see more transparency & awareness in regards to consumer product supply chains and the externalized costs associated with them. I would envision being part of some type of Non-Profit Organization that is sewing together some of the back of the house details around said transparency so that our world can thrive via trade, and poverty is eliminated. Of course this may be twenty years from now as there is plenty of work to do between now and then!
10.) Last question, but this one comes in three parts. A.) What is your favorite movie of all time? B.) Favorite book of all time? C.) Favorite Whole Foods store location, anywhere outside Austin?
I must tell you that these three are the most difficult of the entire interview... So many movies and books have had a lasting impact on me and once I see/read them they become part of me in ways that are difficult to describe. Honestly, words have always been powerful to me and artistry in any form holds a place of deep respect in my heart, so that I find beauty in almost all that I see and learn from everything I come in contact with. My favorite Whole Foods Market store location is the next one I go into, but it has nothing to do with the store design or product mix, it is because I swear every store I go into has such incredible team members doing wonderful things that I always find another reason to fall in love. It is why I love Whole Foods Market stores so much!
Jeremiah... Thank you for taking the time to let the Ace Marketing Agency interview you.
Photo Credit: A. May
posted by Ace Marketing Agency, LLC at
2:18 AM
0 Comments
