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Below is response to my inquiry to Whole Foods regarding handling of GF
products. Excellent example of the quality of service and consideration
offered by Whole Foods Stores.

Darlene Vincent

 

  _____  

From: Glutenfree Bakehouse (SO NCB)
[mailto:[log in to unmask]] 
Sent: Monday, May 23, 2005 3:23 PM
To: Darlene Vincent
Subject: RE: GF Products Handling

 

Dear Ms. Vincent,

 

Thank you for your email concerning our gluten free baked goods.  It is
quite unfortunate that our products mold so quickly, and it is difficult to
explain to consumers that this is a result of the quality of the products:
we use all natural, whole ingredients, and no artificial preservatives.

 

When Lee Tobin pitched the idea for this dedicated gluten free facility, it
was his intention to market these products in the freezer section next to
similar products.  The problem is that most Whole Foods Market stores have
very limited freezer space, and it is not up to us (and slightly unfair) to
mandate that all stores would have to make room for 27 new products in that
limited space.  While some of our products might enjoy a longer shelf life
without freezing, most would never make it to the stores before molding.  We
freeze the products immediately to extend the shelf life for their travels,
and each unique shelf life has been determined from products that were
frozen and then thawed.

 

The most notorious molder is the pizza crust.  We have recently begun baking
them a few minutes longer to drive off more moisture.  We are still awaiting
results from QC, but we hope that by lowering the moisture content we will
be able to extend the shelf life of this particular product.  Unfortunately,
we cannot control how each pallet of product is handled once they leave our
freezer.  Temperature abuse is a major cause of food spoilage regardless of
preservative content.  This can happen if shipments are not promptly put
away: the products are shipped frozen from here, but may sit on the
distribution warehouse dock for a spell, and again at the store.  This is,
unfortunately, the nature of the grocery store setup: several deliveries may
come at once, or a team member may have called in sick that day and the dock
employees are behind.  Of course, if we find a particular store or region is
consistently having more troubles with spoilage than others, we will examine
each point of the process to reduce thawing due to slow movement or docking
queues.

 

We have been quite aware of the short lives of our products, and have even
adjusted the shelf lives as needed.  Each product has its own shelf life
based on its performance as observed by Quality Control.  The shelf lives of
the products range from 3-7 days.  These are brand new products, and some
team members may forget to put shelf life dates on each of the packages.  I
have received several complaints about moldy products, and each time I ask
the customer to tell me the shelf life stamp that was on the product.
Unfortunately, most times the product has not been dated as it should be.
This could be an explanation for why some are finding their recent purchase
is moldy: how can anyone know when the product is past its prime if there is
no indication of how long it sat on the shelf?  We can’t even determine in
some cases whether the product molded early or rode the shelf too long.

 

Many stores, such as the Charleston, SC location you mentioned, have made
the decision in-store to keep the products in the freezer section.  I know
for a fact the WFM in Raleigh, NC recently made the same decision.
Interestingly enough, the Raleigh bakery has received complaints from
customers that wanted to purchase the products fresh to be consumed in the
café.  Some also complained because they enjoyed buying their baked goods in
the same fashion as non-celiac shoppers (even if they intended to freeze
them at home).  Raleigh has resolved to keep the top 6 sellers available on
the shelf, and the rest in the freezer section.  Each store needs to find
their own balance between extending the shelf life, and keeping gluten free
products feeling “normal”.

 

While each store has the freedom to decide the best way to position the
products, each must share the product shelf life information.  Customers can
also request special orders of our products as they can for any other bakery
product: if you know you are traveling to an area near a Whole Foods Market
store, you can call ahead and place a special order for the products you’d
like to purchase.  Most store locations require at least 48 hours notice for
special orders.  You can request that they remain frozen for ease of
transport and storage.  All products on the shelf will also refreeze quite
well within the specified shelf life – make sure to ask a team member if
there is no shelf life date on the package.  You may see a
continually-updated list of stores that carry our products, as well as
product lists and ingredients, at the Gluten-Free Bakehouse website:
http://www.wholefoodsmarket.com/products/gf_bakehouse.html

 

I hope you can understand that this is Whole Foods Market’s first venture
into national shipment of a frozen bakery product.  There may be future
problems that we haven’t encountered yet, because each region is further
away from the Bakehouse here in North Carolina.  As each new problem
presents itself, we will tackle it head on.  Currently, our focus is on
completing the national launch by including the last 3 regions on the west
coast this summer.  We are, however, constantly doing experiments and making
adjustments to improve our products.  We hope future developments will
reduce or even eliminate the present issues with spoilage.  Knowing that the
stores nearby have found their own ways to handle these issues, I have faith
that team members in regions just getting used to the products will find
their best handling practices soon.

 

If you know someone who has a unique issue (comment, question, etc), please
give them this email address: [log in to unmask]  I
personally answer all inquiries and comments in the order they were
received.  I hope you feel I have properly addressed your concerns and I’m
glad that you enjoy our products.  Please let me know if there is anything
else with which I can assist you.

 

Sincerely,

 

Jill Kuzo

Administrative Assistant

Whole Foods Market

* Visit the Celiac Web Page at www.enabling.org/ia/celiac/index.html *