Apparently, Whole Foods is trying to make up for the fact that there is a ton of competition in the grocery industry by jumping into another industry with tons of competition. Rumor is that the geniuses in Austin are trying to start a meal delivery service like Blue Apron and Plated.
https://www.thestreet.com/story/13655414/1/whole-foods-could-enter-the-booming-meal-kit-market.html