Whole Foods Case Analysis 1. (a) Whole Foods is in the business of retailing organic, natural, and specialty foods. An industry leader, Whole Foods Market is the most successful health food grocery chain in the world. Having recently acquired one of its major competitors, Wild Oats Market, Whole Foods currently competes with two other large grocery chains: Kroger and Trader Joe's. The company also acquired Amrion, a company specializing in nutraceuticals (natural supplements with pharmaceutical-type benefits), creating considerable competition with food supplements and dietary products from General Nutrition Centers (GNC)..