By January 1, 2011, Whole Foods announced it will implement an animal welfare rating program in all stores. Point-of-sale signs will inform customers of how meat-animals were raised as stated by John Mackey, founder of the company.
Whole Foods will commence marketing vegan foods under their private label, according to an article in USA Today.
In the interview, Mackey also indicated that wellness clubs will be introduced in five prototype stores. The company is at pains to justify high prices and to dispel the “Whole Paycheck” image by product differentiation and appealing to their core constituency.