Whole Foods launches 'Values matter' campaign to boost sales

New York

WHOLE Foods Market is fighting a two-front war: trying to reaccelerate its once-robust sales growth while fending off increased competition to sell its signature organic, natural and fresh products.

On Monday, the grocer is introducing what executives hope will be a powerful weapon: its first national brand marketing campaign, proclaiming that Whole Foods provides value to shoppers through the values it follows in deciding how to stock shelves.