For Immediate Release

Whole Foods Market Launches New Organic Private Label Brand

SAN FRANCISCO, CA — October 21, 2002 — Whole Foods Market® (NASDAQ: WFMI), the world's largest retailer of natural and organic foods with 143 stores in North America, has launched a new organic private label brand, called 365 Organic. PhilippeBecker Design Inc. (PBD), a San Francisco based packaging and branding agency, designed the new brand.

"Whole Foods gave us a great opportunity to develop an extensive private label brand from scratch," said PhilippeBecker, creative director of PBD. "We leveraged the original 365 brand name to communicate to customers the availability of organic foods that are value-priced, 365 days a year. In designing the packaging, we established a fresh and light visual look that creates shelf impact, communicates great taste appeal, and differentiates the 365 Organic brand from other organic brands."

Becker added, "We're pleased to have been part of what we hope will be a great success in the marketplace."

About PBD
PhilippeBecker Design is a San Francisco based packaging and branding agency leveraging the best of large firm experience in a smart, efficient team, yielding exceptional results for its clients. PhilippeBecker founded the company in 1998, following 11 years as senior designer for Primo Angeli Inc. His work has garnered numerous design prizes, including several Clio and Mobius awards. PBD team leads are all senior level with 10 or more years of large agency experience and particular expertise in the food and beverage industry. Their approach is client-focused and fueled by a desire to deliver effective, outstanding design with a minimum of bureaucracy. PBD's clients include Safeway, Whole Foods Market, Forbes, Stremicks Heritage Foods and the Napa Valley Wine Auction.

PR Contact:
Alexia Morici
Horn Group Inc. (for PBD)
415.905.4006
amorici@horngroup.com