Fresh Fields Records
name: label: Donor
content: Dobrow, Joe
label: Creator
content: Fresh Fields
label: Creator
content: Whole Foods Market
place: label: Place
content: Austin (Tex.)
label: Place
content: Maryland -- 1980-2000
label: Place
content: Texas -- 20th century
label: Place
content: Rockville (Md.)
topic: label: Topic
content: Grocery trade
label: Topic
content: Natural foods
label: Topic
content: Natural foods industry
label: Topic
content: Branding (Marketing)
label: Topic
content: Food industry and trade
acqinfo: label: Provenance
content: Collection donated by Joe Dobrow, 2016.
creator: label: Donor
content: Dobrow, Joe
label: Creator
content: Fresh Fields
label: Creator
content: Whole Foods Market
setName: label: See more items in
content: Fresh Fields Records
bioghist: label: Biographical / Historical
content: Whole Foods Market was founded in Austin, Texas, in 1980, as an early experiment in natural foods grocery stores. During the 1990s, it bought or merged with several other natural foods stores. Fresh Fields launched its first store in May of 1991 in Rockville, Maryland. It did well and expanded rapidly with additional stores opening in 1992 and 1993 eventually expanding to 22 stores nationwide by 1996. That year, it was purchased by Whole Foods Market for $135 million in stock with most of the existing Fresh Fields stores eventually being converted to Whole Foods Markets.
physdesc: label: Extent
content: 4 Cubic feet (11 boxes)
unitdate: label: Date
content: 1993-2000
dataSource: label: Archival Repository
content: Archives Center, National Museum of American History
identifier: label: Identifier
content: NMAH.AC.1367
objectType: label: Type
content: Collection descriptions
label: Type
content: Archival materials
label: Type
content: Statistics
label: Type
content: Reports
label: Type
content: Financial records
label: Type
content: Correspondence
label: Type
content: Press releases
label: Type
content: Magazines (periodicals)
label: Type
content: Annual reports
label: Type
content: Memorandums
label: Type
content: Advertisements
label: Type
content: Newsletters
arrangement: label: Arrangement
content: The collection is arranged into one series.
processinfo: label: Processing Information
content: Collection processed by Eric Ross, intern and Andrea Bishop, intern, 2018.
genre_format: label: Genre/Form
content: Statistics -- 20th century
label: Genre/Form
content: Reports -- 20th century
label: Genre/Form
content: Financial records -- 20th century
label: Genre/Form
content: Correspondence -- 20th century
label: Genre/Form
content: Press releases
label: Genre/Form
content: Magazines (periodicals) -- 20th century
label: Genre/Form
content: Annual reports -- 20th century
label: Genre/Form
content: Memorandums -- 20th century
label: Genre/Form
content: Advertisements -- 20th century
label: Genre/Form
content: Newsletters -- 20th century
scopecontent: label: Scope and Contents
content: The collection consists of the internal records of the Fresh Fields natural foods supermarket in its first years, before and after the time in which it merged with Whole Foods Market. It includes alphabetized subject files on such topics as advertising strategy, budgeting, promotions, branding, pricing, presentation, launches of new stores, credit card usage, rewards programs, etc.: correspondence; advertisements; memoranda; reports, including annual reports; statistics; financial documents; store magazines; internal company newsletters; press kits and press releases; studies and surveys; and miscellany.