1. 2014 WHOLE FOODS ROCKY MT VENDOR BUSINESS REVIEW One of Whole Foods Market’s Core Values is to focus on creating on-going win-win partnerships with our suppliers. In order to continue doing this with your brand, we invite you to think about some of the following subjects and come to the meeting with suggestions on how you think we can partner better within the next 6 or 12 months. We would like to understand how your brand performed in Whole Foods Market in the Rocky Mountain stores over the last 6 to 12 months, what we did well together and what we can certainly do better in the next few months. RM’s goal for the next 12 months continues to be to build both the brands that are relative new-comers AND to continue supporting the brands that have been with us now for quite some time. Please send completed Business review by email to jessica.moore@wholefoods.com and meghan.wahlin@wholefoods.com at least 48 hours prior to your meeting date

2. Current Business – sales and units Fill in the green cells on the right (excel will calculate the growth) What % of your National WFM sales does our region represent? ______ What is RM’s ranking for your brand in terms of other WFM regions? _____

3. Growing your brand (can use more than one slide) What are you currently doing to actively growth your business in our region? What is driving your growth in the regions that are growing faster than we are? Is this something that would work in RM? What have we tried in the last 52 weeks that you would like to do again? Why? What has been a learning that we should not repeat? What have you done in other regions that you think might work in this region? Please answer these questions in your presentation:

4. Info on your product and category (can use more than one slide) Provide consumer insights Emerging trends in your category (flavors, packaging, health properties) Product development research interesting findings Shopper Behaviors- Customer Buying Decision Tree Provide category information How will the product(s) you are launching build sales? Observations on offerings that are missing Understand your competition at shelf How do you differentiate? What is your positioning to the shopper? Why should we select your Brand? Channel Strategy Differentiation, Organic Offerings What are the up and coming trends you see in your category ? New upcoming hot products you can share? Get us excited!

5. Post Promotional analysis This analysis is best explained using a line graph- please refer to the following two example slides to communicate the below info. Share your conclusions about prior promos: What was your price point? What lift did you see? Have you compared this to performance on different price points? Reflect on your pricing: What discount do you need to offer to reach your optimal retail? Other thoughts on promo frequency, spend rate, RM programs, or other components of WFM RM promo program?

6. Rocky Mountain – Promo Analysis $11.99 is winning Price Point $13.49 Price Point $13.99 Price Point $12.99 Price Point $11.99 Price Point Off Shelf Off Shelf Move back to $11.99 Price Point during Off Shelf Promotions because …etc etc Average PP: Off Shelf Example:

7. Rocky Mountain Promo Analysis 2/$5 is Winning Price Point $2.79 Price Point $2.50 Price Point Continue the 2/$5 winning Price point during Off Shelf Merchandising Periods… $2.79 and $2.99 yield similar sales… sales still strong on TPR versus off-shelf etc. Average PP: $2.50 Price Point Off Shelf TPR Off Shelf TPR Off Shelf TPR $2.99 Price Point Example:

8. Your RM Promotional Plan Prepare a 12 month plan to grow your brand in WFM RM Provide your national promo calendar (1-page Excel, please) Add any RM specific proposed regional plans? Identify your optimal price point per sub-line—what’s your ideal sale price? Provide seasonality detail How do you link your promos to seasonal opportunities? Do you promote during the holidays? Are you promoting during the correct cycle? Any other business you would like to discuss. Have a plan that is WFM RM specific, focused, with only purpose to BUILD YOUR BRAND!

9. Other things you might want to think about Do you track your sales via Portal? We can help you set up What are your sales goals in WFM RM? (i.e. reach $1M/y) Any other business you would like to discuss?