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It's Not About the Broccoli

Everyone is still abuzz about Amazon's $13.7-billion all-cash acquisition of Whole Foods.  The common theme is that Amazon will now have 431 store…

By Anthony J. LoPinto | anthonylopinto | Updated on June 27, 2017

Anthony LoPinto

Everyone is still abuzz about Amazon’s $13.7-billion all-cash acquisition of Whole Foods.  The common theme is that Amazon will now have 431 store outlets across the country and conventional wisdom is that the stores will provide important distribution points for other than dry goods, a category that Amazon has already cracked.  They have had a harder time with fresh foods such as vegetables, meats, dairy, etc.  This is true, but the real golden goose that Amazon wanted was Whole Foods’ sprawling supply chain; access from farm to table. Brilliant!  So while urban centers will benefit from Amazon’s physical presence in their neighborhoods, the broader execution will be delivery fresh foods to every nook and cranny across the land.  Supply chain is the real disrupter today, so it’s not really about the broccoli.

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