Life After Amazon: Why Whole Foods Will Not Become a ‘Conventional Grocery Store’

It is difficult to overstate the importance of Whole Foods to a generation of natural food and product startups. In the early 1990s, the retailer was instrumental in transforming a sleepy industry comprising dreary mom-and-pops into a $50-plus billion colossus incorporating eye-pleasing design and head-spinning variety. It also emerged as an essential bridge to the mass market. Ask an organic food entrepreneur about the watershed moment when she knew her business would succeed. More often than not she’ll respond: the day I got into Whole Foods.
https://www.inc.com/leigh-buchanan/some-vendors-still-love-whole-foods.html