Anne Lee-Clark is a 34-year-old mother of two young children living in the city. She works as an executive coordinator for a hospital while her husband works as an architect, together earning over $80,000 annually. Anne prioritizes organic and healthy foods, spending over $100 per week on groceries. She is loyal to organic brands and willing to pay more for nutrition, environmental sustainability, and animal welfare. In her view, organic foods are a necessity for her family's health. Anne balances family, work, health, and sees Whole Foods as providing prepared meals that promote this balance when she has less time.

1. C R E AT I V E G R O U P w e s t
Persona
Mom-in-Chief – Anne Lee-Clark
Anne Lee-Clark is 34 with two children below the age of 8. She is married to Michael Clark and is
part of a mix couple; she is second generation Taiwanese and her husband is Caucasian. ey are both
working professional parents. She is an executive coordinator for a hospital while her husband is an
architect. Together their household income is above 80,000. ey drive an Audi as they believe it is a very
practical vehicle. She lives within the city limits in a non-gated community neighborhood and believes that
health can be directly linked to nutritious food. ough her family may be considered affluent, the economy
has made them price conscious on certain things but she will not compromise her buying habits when it
comes to food. She will always buy organic milk, carrots, and tomatoes as they are the staple of her children’s
diet. She is loyal to organic foods and will pay a premium for them as they represents health, a better
environment, and animal welfare. For the most part she spends more than 100 dollars on groceries a week.
If there is a way to find cheaper organic foods, she will. As a loyal customer to Organic Food Markets, she
will go to places where she can help the community and become part of the community. To her, organic
foods are not a luxury, but a necessity.
From reading both local and national newspapers, Anne is aware of both political and economical
affairs. She considers herself a progressive person. She and her husband read business magazines, travel
magazines, and parenting magazines. A children’s network is always on. She likes to watch the national news
and perhaps and entertainment show before she goes to bed. For summer vacation, her family travels to the
West as they like to go back to nature. ey will never backpack on their trips.
Balance is the key word for Anne: balance in family, work, health, etc. Convenience plays a huge
factor in her life but just like food, she will not sacrifice balance just to make things easier. She enjoys eating
at the Whole Foods’ eateries during her lunch breaks and discussing new dishes with Whole Foods chefs,
which she can later make for selective taste buds at home. She sees traditional fast food as the easy way out
of feeding her family what they deserve, and prefers to take advantage of Whole Foods’ prepared meals after
a stressful workday. e same thing can be said for her children’s lifestyle: exercise and a healthy is very
important. In her eyes, their health is more important that her own. She strives for healthful efficiency, and
is tuned-in with green living. Anne sees Whole Foods Market as her full-service food source in the comunity
that promotes health, balance and efficiency.
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