Wood Wharf branch aspires to nourish the community with nearly 3,000 different products, grab-and-go lunches and fridges at the till
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Whole Foods Market may be owned by Amazon and have opened its doors in the Wood Wharf unit formerly known as Amazon Fresh, but it’s a very different kind of offering.
Gone are the smart price labels and the till-free shopping experiment, replaced by nearly 3,000 carefully selected product lines with an emphasis on natural and organic groceries.
The store also boasts the Wharf’s first at-checkout fridges, tempting shoppers to cold beverages at the point of payment.
Perhaps the biggest contrast here, though, is in the people.
Even amid the chaos of opening, there’s good humour and positivity – a feeling that everyone present is genuinely happy to be there.
It’s an ethos embodied by Jade Hoai, the brand’s executive leader of purchasing for its UK stores.
Beyond the job title, she might just as well be known as chief enthusiast as she guides me around the new store, pointing out her many favourites on the shelves.
growth and heading overseas
“For me, it started 25 years ago,” she said.
“I was working for the US Government’s Department Of Justice in Washington DC – a great job – and I had my afternoons, evenings and weekends free.
“I was already a regular Whole Foods customer and so I decided to take a part-time job as a cashier for the staff discount.
“I just loved the product, the ethos of the company and the people I met here so much.
“Having a job where I get to help nourish the people on our planet is fulfilling – it’s been a joy to see it grow.
“When I started, we had 180 stores.
“Now we have 500 in the US – it’s been quite an expansion and I was very lucky to have great mentors and leaders who believed in me.
“When we had the chance to open a branch in the UK, I had the opportunity to come over for a couple of years.
“Then I got an extension and, 19 years later, I’m here talking about the opening of our Wood Wharf store.”
expanding in London
Now trading on Water Street, the Canary Wharf branch is one of a clutch of six launched by the brand in May and June across London.
“Here, we have a 9,000sq ft store that is going to be a centre for the community,” said Jade.
“People can pop in, get a snack, a salad or do their full shop.
“We have an amazing choice of products, but we also stock the essentials such as pet food and loo roll.
“At its heart, the store is like a foodie playground for adults where people can come in and discover something they didn’t know about or had never tried before.
“Our aim, ultimately, is to bring joy – that a visit isn’t a grocery shop or a chore, but something that our customers look forward to, whether that’s browsing our selection or talking to our team members.
“We’ve always wanted to be in Canary Wharf, so when this opportunity presented itself, we jumped at it.
“We think it’s a great community and it’s our customer – the people here are really conscious about what they’re eating and spending their money on and that’s their health and wellbeing.
“I think it’s an understatement to say we’re absolutely delighted to be here.”
finding products for Whole Foods Market
Jade’s role in the business is a crucial one in Whole Foods Market’s operation.
She oversees merchandising, marketing and supply chains for the business – in essence holding responsibility for what’s going on the shelves, ensuring it gets there and then telling people why it matters.
“My teams have a lot of impact – working with new brands, finding new products, working with existing lines and growing their sales,” she said.
“The marketing team does a great job of telling our stories – talking about who we are and what we’re trying to do.
“With the supply chain, we oversee the journey from the farmer who grows the food to the person who puts it in the packaging, then how it arrives at our distribution centres and our stores.
“There are so many people connected to that process and what we try to do is to make sure that they are respected and celebrated.
“We recognise how amazing it is that we can grow food that nourishes ourselves and is also good for our planet.
“One of my favourite products, for example, is our 365 Whole Foods Market Hot Smoked Salmon, which we’re producing.
“The fish is farmed, but I believe the quality is the best because we’re very strict and conscientious about the welfare of the animals and what goes into the feed they eat.
“I like to enjoy it with a little salad with capers, tomatoes and lemon juice – it’s delicious.”
The Canary Wharf store is also targeting workers on the estate looking for grab-and-go options and hot food at lunchtimes.
something for lunch
“Something that’s new for this branch is our Pinsa Romana concept. These are Roman pizza-style slices that are customisable and made to order.
“Customers will chose their base, toppings and then we’ll cook it and they can enjoy it hot on our terrace. People can also take them away to cook at home.”
The idea that Wharfers living locally will interact with the store is also key to its operation.
“This is really vital for us,” said Jade. “We want people to come in to talk to us.
“Our staff are there and will happily sit with customers and discuss the relative merits of pearl barley and wholegrain rice.
“We really believe in what we’re doing.
“I’m definitely a culture warrior within the company.
“As soon as people start with us they can take a course to understand the history of the brand and its values.
“It’s also really important to reflect the community in what we stock. We’ve tested and tried every single thing on our shelves.
“We’re very lucky, because brands find us. Also, every quarter, we have a pitch day that’s open to anyone.
“People apply, come along and tell us why they think we should stock their products.
“Some come with a concept, or a package design, others with finished products.
“In the end, nothing makes it to our customers unless we’ve tried it and we can say that it’s really good.”
key details: Whole Foods Market
Whole Foods Market is located on Water Street in Canary Wharf’s Wood Wharf.
The store is open from 7am-10pm on weekdays, from 8am to 10pm on Saturdays and from 11am-5pm on Sundays.
You can find out more here
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