Whole Foods Market understands its position in the market and capitalizes on the increasing demand for non-GMO, sustainably-sourced, natural and organic foods and household items. However, WFM also understands the opportunity to expand their generic brand to capture more of the market: “Whole Foods may be the Cadillac of the supermarket industry, but not every customer wants a Cadillac -- and more importantly, not every customer can afford one” (Motley Fool). Whole Foods Market has its own line of products called 365 Everyday Value and Whole Foods Market brand, Engine 2 Plant-Strong products, and Whole Trade Guarantee products. WFM is repositioning their existing businesses in order to give them an opportunity to take back market share from
