Whole Foods Project Green:

Preferred and Reserve Names

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May 17, 2017

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Grace FarmsThis name candidate is a statement to a meal that you can trust to be elegantly crafted,

fresh, and healthy with a balanced nutritional value. Grace is also a personality brand

which tests well for unaided recognition and recall. Other cues include graceful, elegant,

classic and quality without compromise. Grace Farms is a name that speaks to a a plant

based protein enriched snack that you can grab and go with the freshness you would

expect from farm grown produce.

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Market & QuinceThe first word of this name candidate ‘Market’ suggests a quick stop at a corner market

that offers the convenience for a health conscious consumer to pick up a delicious snack

that they know will be fresh. ‘Quince’ is a hard pear-shaped fruit that is native to

western Asia. Quince brings a well sourced global flavor to the flexitarian’s way of

eating. The name also connotes a meeting place or intersection of two streets in San

Francisco. This name cues well to healthy, convenient and escapism. Subtle inference to

‘quick’ can also be seen in the word ‘Quince.’

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Nest & Spoon‘Nest’ suggests a beginning or sourcing from a natural perspective. Spoon is telegraphic

to the food offering. This name imbues a whimsical association that is both aspirational

and original. This name candidate speaks to the striving nutritionist and the importance

of eating a balanced, nutritious meal.

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EarthMillOne might imagine a family owned mill that is still run by water power to grind grains

and flour, the cornerstone ingredient to making healthy meals. You can also see the word

“Earth” within this combined word that signifies the actual act of turning the soil to

plant.

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Madewell FarmsA name candidate that speaks of food being ‘made well’ and delicious. ‘Farm’ reminds

the consumer that this is a product that is fresh and natural. An honest food that tastes

great and is sourced from the very best ingredients. Other cues include quality, naturally

sourced, farm grown and artisanal.

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CropShopThis name offers strong alliteration which leads to excellent recognition and recall. The

rhyming of the two word parts (op – op) create a fun, clever aural aesthetic. Crop

alludes to farm sourced freshness while ‘Shop’ suggests a corner shop or market

association. One thinks of a family grown ingredient which is healthy and suggestive of

the positioning strategy.

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Fresh & ZestThis playful, whimsical name candidate evokes associations of freshness, flavor, savory

and tasty. The use of the ampersand in this name as well as several other preferred

name candidates tests well with the target Millennial demographic. Other cues include

quick, snappy, aroma and crispness.

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Pickfield’sThis name candidate that speaks to plant based food being picked fresh from the fields.

‘Fields’ reminds the consumer that this is a product that is fresh and natural. An honest

food that tastes great and is sourced from the very best ingredients. Other cues include

fresh, naturally sourced, customized and farm grown.

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PlanterraThis name candidate speaks to the consumer that wants to live a healthy lifestyle by

eating plant-based snacks and meals. You can also see the word ‘bonterra’ in the ending

of this name which is a word that means “good earth”. Terra alone cues earth along with

‘terra firma.’

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Green HillThis name candidate suggests a rural farm destination; perhaps somewhere you may

travel to source quality plant based foods. The name also is a statement to a meal that

you can trust to be fresh and healthy with a balanced nutritional value. Green Hill is a

name that speaks to a a plant –based protein enriched snack that is at it’s peak freshness.

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Field & Fork‘Field’ conjures thoughts of open fields and suggests eating fresh plant based foods.

Fork is telegraphic to the food offering. This name imbues a farm to table association

that reminds the consumer of the freshness of ingredients. Fork & Field speaks to the

striving nutritionist and the importance of eating a balanced, nutritious meal. The

inclusion of the two words beginning with the letter ‘F’ support strong alliteration and

memorability.

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Tablefield’sThis name candidate speaks to the concept of the farm to table movement of fresh and

farm raised foods. ‘Field’ suggests eating fresh plant based foods that are picked from

the farm and served in a delicious plant-based nutritional product. The possessive ‘s

suggests a family name giving this word a personality of sorts.

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VivityThis name candidate speaks to the curious connoisseur and their passion for life and

sense of adventure. ‘Vive’ is French for live and you can also see ‘longevity’ within this

energetic name. Both signify the healthy life that a consumer that focuses on snacks with

fresh ingredients can expect. Other cues include longevity and sincerity.

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Market CutThe first word of this name candidate ‘Market’ relates to the convenience (The Corner

Market) for a health conscious consumer to pick up a delicious snack that they know will

be fresh. ‘Cut’ refers to the freshness of a product that has been recently cut from the

farm. ‘Cut’ can also signify the ability to purchase a quick snack on the go. Strong

alliteration with the hard ‘c’ sounds accentuate the crisp intonation of this moniker.

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GreenStreetSimilar to Green Hill, this name candidate takes us to a local meeting place to source

fresh green produce. Unlike Green Hill which suggests a rural destination or farm, this

name evokes a corner grocery feel with the imagery. As a location brand concept, this

will test well for recall and recognition.

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TerradoTerra suggests of the earth. The -ado suffix connotes a subtle nod to Colorado giving this

neologism a feeling of healthy, Midwest, country goodness. As a crafted word, this name

has excellence linguistic structure and balance, along with strong alliteration leading to

excellent unaided recall.

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FarmonyThis crafted hybrid neologism is an obvious play on the words 'farm' and 'harmony.' As

with most musical associations, 'harmony' will test well for readability and

pronunciation. The name cues healthy, green, earthy, accord, amity and strong

relationships.

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VerveThis real word suggests energy, excitement and a spirited, evocative association. The use

of the two 'V's' in this name lends well to a strong visual aesthetic. Interchangeable

word associations include spirited, young, stylish, artsy, new, light, vim, vigor, pep,

energy, zest, vigor and élan. Verve is derived from the Latin root word verba, meaning

words, and in English, originally meant a special talent in writing.

Reserve Names

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FieldSnap’s

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RealFields

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MillGarden

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Just Fresh

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EverFields

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Sayvora

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Farm & Flavor

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Joyfield’s

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Earth & Table

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FreshCut Farms

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Heart & Garden

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Blossom & Board

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