PHILADELPHIA, Pa. (August 5, 2002) The great tasting, high quality, fresh food that Philadelphia area residents have come to expect at Fresh Fields, will now be what they shop for at Whole Foods Market. The nation's largest retailer of natural and organic foods is changing its name in the metro area. Seven local Fresh Fields/Whole Foods Markets are now officially called Whole Foods Market®. Although the name has changed, the distinctive shopping experience will remain the same.
“Fresh Fields has been part of Whole Foods Market for the last six years,” said Lee Valkenaar, president of the Mid Atlantic region. “During this period, we have gradually implemented the name change on many materials in our stores, from aprons to shopping carts to grocery bags. Therefore, the only real change at this juncture is with our external signs.”
Valkenaar explained the reasons for the name-change: “With Whole Foods Market in the news more and more, we want to benefit from a strong recognition of the brand especially as we approach the fall. Also, people from other parts of the country who are already familiar with Whole Foods Market may move into the Philadelphia area. What will not change is that we are passionate about bringing the freshest, purest and best tasting food to our communities and providing an entertaining and informative grocery shopping experience.” Two of the stores are in Philadelphia; the others are located in Jenkintown, North Wales, Wayne, Wynnewood and Marlton, New Jersey.