Whole Foods will test new lower-priced concept in NW

The high-end grocery store is launching a new concept to appeal to millennials.

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Whole Foods is launching a new concept to appeal to millennials, and according to a company representative, the Northwest will be the first to try the lower-cost offering.

From the Portland Business Journal:

The stores will be about 25,000 square feet, which is a little less than two-thirds the size of the average 40,000-square-foot Whole Foods Market. They will carry the same products as Whole Foods, which focuses on organic and fresh items. Whole Foods requires that all products claiming to be organic and GMO-free be verified by third-party organizations. Those standards will apply to the value stores, she said.

The smaller stores will carry fewer items and will apparently lack some of the polish and amenities of a standard Whole Foods — “fewer bells and whistles,” [Northwest forager Denise Breyley] said [to a Portland audience Thursday]. She said the goal is to bring quality products in a format that appeals to customers who are more price conscious, she said.

Breyley said that Northwest customers will “be some of the first to pilot this new concept.”

There are five Whole Foods open in Portland and 418 stores worldwide.