
With the US economy very possibly facing a recession, the market for luxury items has taken a beating. Whole Foods Inc. (WFMI), a high-end foods grocer specializing in organic and “natural” foods, has been no exception as its stock plummeted from over $70 in January 2007 to under $20 today. Making matters worse is a recent recall of E. coli contaminated beef that caused customers in several states to get sick. According to a New York Times Article, this was caused by an unnoticed change made by one of Whole Foods’ suppliers:
Scrambling to contain the fallout from a recall that threatens the chain’s reputation for quality, Whole Foods acknowledged that it had failed to catch an important change made by one of its suppliers of ground beef, Coleman Natural Beef.
After coming under new ownership, Coleman Natural began using a slaughterhouse in Omaha that had received multiple citations and had fought a long-running battle with the Agriculture Department. The government has said the plant was the source of ground beef that has sickened scores of people around the country.
The oversight was due to a lack of procedure. Although Coleman Natural Beef indicated the change in slaughterhouse through stamps on the packaged meat, Whole Foods had no procedures to interpret these stamps… a problem that the chain is addressing right away:
Whole Foods will immediately institute new procedures to detect such a change in the future, the chain said. A spokeswoman, Libba Letton, said the company would also undertake a broad review of procedures for approving suppliers and scrutinizing the quality of products.
On top of these new procedures, Whole Foods will also implement mandatory E. coli testing for its meat products that go beyond government regulatory requirements… a necessary precaution for a company that builds its business on providing the highest quality goods. In these trying economic times, this bad PR can be potentially disastrous for Whole Foods unless the matter is handled properly.

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