Some Whole Foods customers are confused or dismayed by the Amazon acquisition. Here's the brand's response.
When news broke on Friday that Amazon is planning to acquire Whole Foods for $13.7 billion, analysts were quick to call the deal a win for both brands.
However, some customers were less convinced. A number of Whole Foods loyalists took to social media to complain about the deal.
Some were confused or concerned about how the acquisition would impact their shopping experience.
"Just heard that Amazon bought Whole Foods!" one commenter wrote on Whole Foods' Facebook page. "This is very upsetting. What does this mean for the stores. I love Amazon, but I want my food handled by a grocery store. I want good ethically sourced organic food."
Others had more political reasons to oppose the acquisition. The anti-Trump "#GrabYourWallet" movement has been encouraging shoppers to boycott Amazon for selling brands owned by the Trump family and advertising on the far-right website Breitbart.
With the news of the acquisition, many of these boycotters kicked off the charge to boycott Whole Foods.
Whole Foods, for its part, sent out a letter this morning to all shoppers telling them that the grocery chain's acquisition would not impact food quality.
"We want to assure you that Amazon shares Whole Foods Market’s deep commitment to quality and customer service," the email reads. "We will continue to operate our stores and deliver the highest quality, delicious natural and organic products that you’ve come to love and trust from Whole Foods Market."
Here is Whole Foods' letter addressing the potential concerns of customers in full:
Dear Valued Shopper,
Today marks the beginning of an exciting new chapter in Whole Foods Market’s history with the announcement that we’ve entered into an agreement to merge with Amazon.
Amazon is an innovative company and we are excited about our partnership. We believe it presents an incredible opportunity to take Whole Foods Market’s mission and purpose to new levels and will create significant value for our stakeholders – including you, our most loyal customers.
We want to assure you that Amazon shares Whole Foods Market’s deep commitment to quality and customer service. We will continue to operate our stores and deliver the highest quality, delicious natural and organic products that you’ve come to love and trust from Whole Foods Market.
No artificial flavors, colors, preservatives, sweeteners or hydrogenated fats will ever be in any of the food we sell. Meat will still come from animals raised with no-added growth hormones, ever. And all eggs in our dairy cases will continue to come from cage-free hens that aren’t given antibiotics. Those standards are core to Whole Foods Market and we will remain committed to them.
Whether you’ve been a Whole Foodie for 30 days or 30 years, you have been an important part of making Whole Foods Market what it is today. We look forward to sharing the next chapter with you.
Your Whole Foods Market Team