Whole Foods Press Trip - Case Study

CBC brought the nation's top press to visit Whole Foods in Austin. Today, GMA, Food Network and others got a rare look behind the scenes. Check out what they experienced, learned, and of course, ate. www.cercobebrown.com


The Challenge

After using the same format for years… press release announcement + pitching… Whole Foods Market needed a NEW way to reveal its annual Food & Beverage Trends Report. Enter CBC. Media relations and press trips had changed considerably in the last 3 years, Whole Foods Market turned to CBC to plan, manage and organize the trip. But, the trip needed to be MORE than just a trends report preview — we had to create a holistic experience for media. We needed to immerse the group in Whole Foods Market’s hometown, introduce its executives in interesting settings, and tell the brand’s story in a compelling and hands-on way.

The Solution


Using Whole Foods’ attendee “wishlist” as a guide, CBC researched, vetted and secured 8 top culinary and lifestyle editors. From initial invite outreach to coordinating their f ights to/from Austin and logistics throughout the trip, CBC ensured each attendee was treated to a luxury experience.


CBC created a well-rounded, interactive schedule that highlighted Whole Foods Market executives, brand partners and layered in quintessential local activities. From shopping on South Congress street to an immersive multi-course dinner revealing the trends, and a pretzel making class to a relaxing sound bath with Whole Foods Market executives, the schedule provided opportunities for relationship building and social content capture.

SOCIAL POSTS 78% above KPI 71 3



PUBLISHED ARTICLES* 100% of attendees intend to cover trends report

*data from one-week post trends report embargo lift

Quantitative Results

Quantitative Results

“It was a comprehensive itinerary that gave us a wonderful introduction to Austin and the Whole Foods team. I learned so much from everybody we met, and it was a pleasure to see how everybody, from the suppliers to the executives worked together so well. The trends reveal was the cherry on top.” “It was such a blast! The perfect mix of hands-on activities and opportunities to chat with Whole Foods team members and local vendors.”

It was a fantastic press trip and so well executed! I loved all the activities and feeling like we got a real taste of Austin in addition to a behind the scenes look at Whole Foods market. The only thing I’d change would be a longer trip with more downtime. When you’re eating that much, a chance to exercise would be much appreciated!” This was my f rst press trip, and it was great! I enjoyed the mix of activities and felt like I got a really good sense of Whole Foods in a short period of time. I thought the range of people we met was good, and I was able to ask questions as I had them. The food was delicious. I thought the trends dinner was great and a fun way to present the data.”

What They Are Saying

Qualitative Results

“I loved everything about the 2023 trends dinner event. Hearing about the trends and seeing them come to life in a glass, bowl or on a plate gives a more full picture of what to expect in stores in the coming year(s). I also loved the conversations at our table”

What They Are Saying

“I really enjoyed the supplier visit to Cuvee Co ff ee and Tacodeli! This event was super relaxed but we were able to learn a lot and have build connections with the suppliers. TI was the perfect way to start our day!

“The 2023 Trends Dinner was a culinary wonder with excellent conversation. I enjoyed connecting with my stablemates while learning about the new trends.”

Qualitative Results



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