April 28, 2019 — From the deck of his 106-year-old halibut schooner, undergoing a seasonal overhaul at Fisherman’s Terminal in Seattle, skipper Wade Bassi has better insight than most into what’s happening at Amazon-owned Whole Foods Market, at least as pertains to the product he knows best.
While he doesn’t buy halibut much — he’s got a freezer full of it — Bassi, 43 years a fisherman, keeps an eye on how it’s handled and presented in the grocery stores and fish markets.
“When you look at nice halibut, I mean it is pure white,” he said. “And it is flaky-looking, and it is beautiful. It’s translucent. If you’ve got that in the fish market, people are going to buy it.”
A few days earlier, Whole Foods touted a rarely seen promotional price for halibut as part of its ongoing campaign to revise the grocery chain’s high-cost reputation while maintaining its image for quality and sustainability.
“Whole Foods is one of the better ones, to be honest with you,” Bassi said. “But you know, Whole Foods, whole paycheck. … They usually do charge way more for everything than anywhere else. Which really surprises me that they’re selling this for $16-something a pound, because they’re not making anything on it.”
Whole Foods’ halibut deal opens a window into Amazon’s grocery strategy as it seeks to combine the defining characteristics of each brand, leverage its juggernaut Prime membership program and take a larger share of the grocery business from competitors such as Walmart, Kroger and Costco.