By John Stearns
Published in the Wichita Business Journal Aug 16, 2013
The Whole Foods Market Inc. store planned for 13th and Webb Road will be called Bread and Circus, according to a news release today from the company. The name is a tribute to what was once the largest natural foods retailer in the northeast prior to its acquisition by Whole Foods Market in 1992, the release says.Whole Foods opted for a different name for its Wichita store to avoid conflicting with the local Whole Foods Association, which operates three health food stores in Wichita under the name Whole Foods.Ground work has begun on the site of the store, which is expected to open about a year from now in what will be called Waterfront Plaza, at the northwest corner of 13th and Webb.
Here’s the rest of Whole Foods’ release:
“Whole Foods Market respects and honors the fact there is a long-standing business in Wichita that currently utilizes the name Whole Foods; we will therefore operate under the Bread and Circus name,” explains Ben Friedland, Executive Marketing Coordinator for Whole Foods Market. Friedland notes this is not the first time Whole Foods Market has used a pseudonym. “We have a store in Boulder, Colo. that operates under the name Ideal Market which has been a community institution for more than 70 years and whose name and tradition we sought to preserve.” Despite the different name, customers can expect to receive the same products they enjoy in other Whole Foods Markets throughout the country. Whole Foods Market builds each store to reflect the individual community it will serve, and has already spent time in Wichita talking to future customers about what makes their community special and different. Each store features unique décor, product offerings, and locally sourced foods that are hand-selected for each location and provide customers with a store that is truly their own. Bread and Circus will occupy 30,000 square feet of the Waterfront Development. The plans call for Whole Foods Market’s traditional fresh, organic produce, locally sourced products, fresh meat and seafood, groceries, including bulk food area, coffee bar, bakery, extensive prepared foods and an outdoor café. Founded in 1980 in Austin, Texas, Whole Foods Market is the leading natural and organic food retailer and was America’s first national certified organic grocer. The retailer is known for selling a wide variety of the highest quality natural and organic products available. Additional core values of the retailer include its commitment to satisfying, delighting, and nourishing customers, supporting team member happiness and excellence, creating wealth through profits and growth, serving and supporting local and global communities, practicing and advancing environmental stewardship, creating ongoing win-win partnerships with suppliers, and promoting the health of stakeholders through healthy eating education.