Pampers diapers, a product distributed by Procter & Gamble, is pictured on sale at a Ralphs grocery store in Pasadena, California January 21, 2014. Procter & Gamble Co, the world's largest household products maker, reported lower quarterly profit on Janua
Pampers diapers, a product distributed by Procter & Gamble, is pictured on sale at a Ralphs grocery store in Pasadena, California January 21, 2014. Procter & Gamble Co, the world's largest household products maker, reported lower quarterly profit on January 24, 2013, hurt by unfavorable currency movements and lower gross profit margin. Picture taken January 21, 2014. Reuters/Mario Anzuoni

Leading retailer, Whole Foods Market has announced a big expansion drive in western Canada with a focus on locations such as Greater Victoria, British Columbia and Edmonton and Calgary, Alberta. The expansion assumes significance despite the recent exit of American retiler Target from the Canadian market, citing huge losses.

The natural and organic grocer already owns four stores in British Columbia, with some locations under development in North Burnaby and North Vancouver. The store in Greater Victoria will be its sixth store in British Columbia while the stores in Edmonton and Calgary will be the first ever locations in Alberta, reports Retail Business Review quoting a press release.

"Whole Foods Market has been in Canada for more than 10 years and our success has been built, first and foremost, by our team members," said Joe Rogoff, president of Whole Foods Market's Pacific Northwest Region.

Unique Store Experience

Rogoff said Whole Foods stands out with its ability to create a unique store experience that meets specific needs of the communities they serve. This individualised store experience is at the core of its strong relationships between the brand and customers, which enabled it to grow into 10 stores in B.C. and Ontario. He said the expansion will also create hundreds of construction jobs in each project and each store will also create an estimated 150 jobs in the respective community.

Strategy

According to Rogoff, the retailer work with growers, suppliers, ranchers and manufacturers in Alberta and Vancouver Island to source local products and services. When sotore is ready, each Whole Foods outlet will provide local shoppers a range of natural, organic and local products. The shoppers will also have the services of a community butcher, fishmonger, baker and a team of chefs to create prepared take-out meals under a single roof.

Fresh, organic fruits and vegetables, high-quality meat and poultry and sustainable seafood will be the major highlights of the stores. The scratch bakeries will offer a variety of breads and pastries and prepared foods departments will deliver so many options in lunch besides quick meals for dinner.

Determined To Expand

The determination of Whole Foods to expand in Canada despite competition has been reiterated by company co-chief executive Walter Robb. Robb told The Wall Street Journal that Whole Foods, with 400 stores in the U.S., Canada and the U.K. sees Canada as a priority market and will add minimum 30 Canadian outlets in its new expansion drive.

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