Whole Foods Market, the world’s largest retail chain of organic and natural foods supermarket was founded in the year 1980, from what was initially a local supermarket for health and natural food stuff and products. For nearly three decades now, since its inception, Whole Foods Market has proved to be a leader in the supply of natural and organic foods across the United States. The company is widely recognized for its constant ability to supply food products that are free from preservatives and ingredients, and also for their stringent standards to sustain agricultural practices in the country. The company’s unique mission in business is stipulated by its organizational motto, which bears the slogan, ‘Whole Foods, Whole People, Whole Planet.’ This paper provides an in-depth analysis of the trends applied by the company in retailing organic foods and its competitive power in the market as it is observed from the provided case. The organic food sector has shown consistent growth in the past several years. Some of the key factors contributing to this abundant growth would include more consumers getting informed through education and conscious concerns of health that processed food products are likely to bring to humans. These practices have further facilitated developments in the sector over the time as mainstream supermarkets continue to utilize the available opportunities to diversify their selection of organic and natural products. Some of the most common trends pertaining the retail of organic food products in the industry include the ups and downs within the farming sector, concerns of the environment, and concern of healthy lifestyles. All these trends would have a significant impact in Whole Foods Market. Uncertain climatic patterns for instance, would negatively influence the supplies of the products in the market, leading to shortages in case of a bad season. More importantly unavoidable weather situations such as tornadoes and hurricanes can also occur anytime, contributing to loss of crops. Regarding environmental concerns, consumers tend to believe that organic products come with positive effects towards the conservation of the environment. It is also understandable that people are now paying more attention than ever before, to what they ingest. In that case, the necessary steps are being applied in diverse settings to promote healthier lifestyle for individuals and families. Whole Foods Market is making up and down attempts to establish major suppliers of organic supplies to cater for all chains and stores across the states. Food 2008 is a major player in the American food industry. Competition of the key players in the American food industry has increased rampantly in the past few years, owing to the heightening demand for organic and natural food products. Most Whole Food products target all categories of people in the society. These products have continued to attract increasing consumer concerns from across the states owing to their unique market standards. It is easier to evaluate the competitive environment of the company using Michael Porter’s competitive forces that shape competition strategy. The five forces as observed by Porter include bargaining power of consumers, threat of new entrants in the market, suppliers bargaining power, compe