How Whole Foods Became The Luxury Brand For Millennials

Photo: Flickr / tastytouring

Years ago, no one would have predicted a grocery chain would be the modern symbol of luxury. But that’s precisely what Whole Foods has become for millennials, as it’s slowly replaced the designer labels and brand name stores favoured by boomers, writes Michael Pavone, food and beverage marketing firm CEO, on Fast Co.Exist.

Read more at Fast Co.Exist >
This story was originally published by Food & Wine.

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