Whole Foods is getting ready to launch its first national marketing campaign and expand home delivery as it looks to fend off bigger players muscling into the organic and natural foods category.
Based in Austin, Texas, the company said this fall's marketing campaign will explain to customers what makes it different and why it's better than other supermarkets.
"We believe there are real and substantive differences in the company and in the values and the foods that we sell," said Walter Robb, co-CEO of Whole Foods, during a conference call with investors.
In addition, he said the company is partnering with third parties to offer home delivery in 12 to 15 major markets, with plans for a wider rollout over time. Whole Foods declined to give details about which cities will get home delivery, but the company already offers delivery in select major markets, including New York City. And other major players such as Wal-Mart are testing delivery as well.