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Andrew Teman

Premium pricing is rationalized in part by ensuring consumers’ awareness that real people are touching (or “curating”) the things they buy. Next to those beautiful $10 containers of fruit in the produce department, Whole Foods posts signs announcing that these goods are not only natural or organic, but were cut up by hand by real people named Miranda, Steve, or Bethina. To drive this personal touch home, Whole Foods features store employees’ names and sketches throughout the store on well-placed chalkboards.
How Whole Foods Became The Luxury Brand Of Millennials