J. B. Pratt

Hear from David Smith, VP of Marketing for natural products industry leader Whole Foods Market, John Schaeffer, founder of sustainable products pioneer Real Goods, and J. B. Pratt, medical doctor by training and mainstream grocer by trade, as they examine challenges and opportunities in broadening the retail market serving cultural creative consumers.
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Speakers: J.B. Pratt, President, Pratt Foods; David Smith, Vice President of Marketing, Whole Foods Market; John Schaeffer CEO, Real Goods Solar Living Center

Not too many years ago, the natural food shopper had to seek out the natural foods ghetto aisle in conventional markets, according to J. B. Pratt, President of Pratt Discount Foods in Shawnee, OK.Not so anymore.Consumers now enjoy two national organic food retailers as well as traditional supermarkets throughout the country that proudly feature natural food products.What is driving the change? There are multiple factors including our aging population, growing interest in healthy living, rising awareness about disease prevention, expanding body of scientific research, broadening press coverage, increased marketing and the need to reduce health treatment costs.Consumers are seeking to replace disease treatment with disease prevention.

Pratt Foods, one of the earliest mainstream supermarkets in the nation to add certified organic and natural foods and other healthful products to its conventional mix, is unique in many ways -- primarily that caring for the environment and the health of his customers is a personal mission of its owner and C.E.O., J. B. Pratt.

Pratt is the only grocer anyone seems to know with an M.D. degree, and he "practices" wellness in his central Oklahoma supermarkets.And what better place could there possibly be to promote nutrition-based health?

This direction seemed to begin in 1989, when Pratt read a little book called "Fifty Simple Things You Can Do To Save the Earth."Pratt Foods then celebrated the 20th anniversary of Earth Day by creating "Enviromarket", a store outside the store, displayed in trailers parked in front of two Pratt's conventional supermarkets.Enviromarkets carried recycled papers, returnable bottles, compact fluorescent light bulbs, rechargeable batteries, canvas shopping bags, and all sorts of other earth-friendly products.Schools were given tours, and customers were encouraged to make a difference to the earth through "environmental shopping" -- that is, to "reduce, reuse, recycle."It was a great concept, but it was just the beginning.

It was when a friend inquired why there was no organic produce in the Enviromarket, and if Pratt understood the impact that conventional agriculture had on the planet, that the Enviromarket began its metamorphosis into Wellmarket.Soon organics were added, the environmentally friendly items were integrated into the stores, and the trailers were pulled away.Today the only remaining signs of the original Enviromarkets are the recycling centers in front of the stores where landowners allow.

What is "Wellmarket"?

Pratt's Wellmarkets are like an entire health food store set inside a conventional supermarket.
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J.B. Pratt, with his background in medicine, was a natural to serve on the committee of the Washington, D.C.-based Food Marketing Institute that developed this whole-health concept.
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As Pratt puts it, "I'm convinced that in the supermarket, the health profession should drive the market.