As someone who has worked for WFM for a long time and has a very real interest in my future here, Amazon has shown from day one that they have no clue what they are dealing with. Every store now has a massive Echo display with the slogan "Farm Fresh" and a little tractor.
This completely insults the core brand and ethics of the store. A place that stands apart from the competition by caring about where products are sourced and the means they are produced. Some cheap plastic garbage made in China right next to local produce hand harvested by a farmer 30 miles away is a stark contrast. Lumping them both under the same umbrella devalues the brand as a whole.
I'm fine with selling them in store, it's just the branding is so off the mark it is mind blowing. I guess it could be our out of touch marketing team pushing this and not Amazon. Time will tell if they find the right balance but today customers are groaning.