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."

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Most stock quote data provided by BATS. Market indices are shown in real time, except for the DJIA, which is delayed by two minutes. All times are ET. Disclaimer. Morningstar: © 2018 Morningstar, Inc. All Rights Reserved. Factset: FactSet Research Systems Inc. 2018. All rights reserved. Chicago Mercantile Association: Certain market data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved. Dow Jones: The Dow Jones branded indices are proprietary to and are calculated, distributed and marketed by DJI Opco, a subsidiary of S&P Dow Jones Indices LLC and have been licensed for use to S&P Opco, LLC and CNN. Standard & Poor's and S&P are registered trademarks of Standard & Poor's Financial Services LLC and Dow Jones is a registered trademark of Dow Jones Trademark Holdings LLC. All content of the Dow Jones branded indices © S&P Dow Jones Indices LLC 2018 and/or its affiliates.