Whole Foods goes small

The king of organic retailing sets out to find - and nourish - small farmers, bakers and other artisans.

Cows in Caldwell's farm in Turner, Maine
But Whole Foods requires more. Sometimes Phinney tells a farmer where he can get new labels printed that use all-natural ink (a Whole Foods requirement for any in-store product). Or she may explain why he might need to switch to another processing plant or slaughterhouse to get his product accepted by Whole Foods.

Ralph Caldwell, 64, a cattle and dairy farmer in Turner, Maine, struggles through a standardized form that Whole Foods requires. "I wouldn't be spending the day at the dining room table filling out 39 pages of forms if I didn't want to do business with Whole Foods," he says in his thick Down East accent. "They want to know every detail - how I feed my cows, how I bed them, graze them, clean them. It takes a lot of my time. But it's okay. I'm glad to know that they are 100 percent on the same wavelength as me about being ecologically sensitive to cows."

1

2

3

4

5

6

7

8
Look who's starting a business These days just about everyone wants to be an entrepreneur. Here are eight people - women, immigrants, corporate refugees, minorities, even kids - who got in on the action. Here's what they have to say about it. (more)
Ask the editors Are you thinking of starting a business? Got a question about financing, technology, taxes, team management, or any other topic related to launching or owning your own firm? The FSB editors are standing by to help. (more)
Caviar from the Heartland A Missouri fish farmer prospers from a ban on imported beluga. (more)
Market indexes are shown in real time, except for the DJIA, which is delayed by two minutes. All times are ET. Disclaimer Morningstar: © 2014 Morningstar, Inc. All Rights Reserved. Disclaimer The Dow Jones IndexesSM are proprietary to and distributed by Dow Jones & Company, Inc. and have been licensed for use. All content of the Dow Jones IndexesSM © 2014 is proprietary to Dow Jones & Company, Inc. Chicago Mercantile Association. The market data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved. FactSet Research Systems Inc. 2014. All rights reserved. Most stock quote data provided by BATS.
Market indexes are shown in real time, except for the DJIA, which is delayed by two minutes. All times are ET. Disclaimer Morningstar: © 2014 Morningstar, Inc. All Rights Reserved. Disclaimer The Dow Jones IndexesSM are proprietary to and distributed by Dow Jones & Company, Inc. and have been licensed for use. All content of the Dow Jones IndexesSM © 2014 is proprietary to Dow Jones & Company, Inc. Chicago Mercantile Association. The market data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved. FactSet Research Systems Inc. 2014. All rights reserved. Most stock quote data provided by BATS.