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The Associated Press reports that Whole Foods is preparing a national marketing campaign that "will explain to customers what makes it different and why it's better than other supermarkets," which is also designed to reassure investors worried about the company's growth prospects in an increasingly crowded organic and natural foods segment.

In addition, co-CEO Walter Robb said in a conference call with analysts and investors, Whole Foods plans to partner "with third parties to offer home delivery in 12 to 15 major markets, with plans for a wider rollout over time." The company did not identify the markets where it would test the concept.

Robb also said that Whole Foods will shortly begin testing a new loyalty program, "with plans to roll it out widely in time for the winter holidays next year."
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