Culture
Field Notes Write-Up
1.) I went to the nearest Whole Foods supermarket in the neighborhood. When I entered the store, I saw a variety of customers who come from different cultures. Most of the customers were Americans, African Americans, Chinese, Indians, Europeans and Asians. Most of the people who enter in the stores come from diverse culture and are strangers to each other. It is a delight to see these people very friendly to each other as they exchanged pleasantries and exchanged banters. I can hear them laughing and I can sense that most of the customers are in a jolly mood.
It is amazing to see the fresh and organic produce that are neatly arranged with labels. The vegetables and fruits have vibrant colors. The red and green apples look very crisp. There are various green leafy vegetables that look good for salad. Some of the vegetables are already pre-cut and placed in a salad bag. There is a corner that sells different kinds of cheeses from around the world which are all organic. The smell of these cheeses is very tempting. The aroma and the ambience in the cheese section are very inviting. I was tempted to have a taste test of all the sample cheeses being offered in the front counter.
Another corner sells breads from all shapes and sizes. The smell of the freshly baked breads enticed several customers. Many of the people in the bakery patiently waited in line for their turn. There was a French couple in the counter who chose to buy two (2) pieces of French bread, five (5) ciabatta, ten (10) croissant and a dozen of crostini. It shows how the French have passion for bread. There are other customers who came to buy freshly squeezed juices. I observed that most of the Americans bought several bottles of freshly squeezed orange juice. The oranges are all organic and smelled wonderful. I saw a guy wearing gym outfit and who seems to be a gym instructor, who bought five liters of freshly squeezed orange juice. I can tell that he is a health buff as he told the lady in the counter that drinking two glasses of orange juice perks him up the morning. I saw a lot of Europeans buying organic tenderloin steaks and they paired it with a bottle of wine. In the pasta section, I saw an Italian couple, with their toddler place spaghetti and flat noodles in their cart. There was also a big bag of organic tomatoes in their cart and I overheard them saying that they will be eating pasta that night.
In the Asia corner, I saw a Filipino family buying a big bag of organic rice. The father told the mother that rice is staple food in their household and that they should always have available stock in the pantry. There was a wide-range of rice and grains to choose from. In the other corner, I saw a Chinese student wearing a university shirt who also bought a bag of white rice. O observed that rice is very common in most of Asian diets despite the fact that it is rich in carbohydrates. In another corner, I observed the grocery basket of an Indian couple. I saw that they bought cans of organic coconut milk, fresh chicken, potatoes, carrots, tomatoes, and other spices. I observed that they will cook chicken curry, which is a famous staple dish for the Indians. They also bought frozen roti breads to be eaten with the curry dish.
In the vegetables section, I observed that many of the customers love to eat salad. I also observed that regardless of the race of the clients, majority of them picked up at least two (2) salad bags and a choice of their favorite dressing.
Analysis
Observation 1: I observed that most of the Americans bought breads, milk, fresh fruits and vegetables. I also observed that Americans bought healthy alternative snacks including chips made of pop corn and corn tortilla. Most of the American families bought organic burger patties and frozen French fries. The flow of the people coming in and out of the stores was continuous. Many people lined up in the cashier to pay the items they purchased.
Observation 2: I observed that the Europeans loved bread. The grocery cart of the French couple that I saw was filled with different types of breads, jams, marmalade and butter. The French couple was very conscious of their diet and did not want to buy salty snacks. I smelled the savory aroma of the freshly baked breads.
Observation 3: Most of the Asians bought rice and grains as part of their daily diet. It can be observed that most of the Asian customers ate rice in their meals which is paired with different dishes cooked in heavy sauces to make rice bowls. The colorful clothes of the customers showed that they were all in a happy mood that day. The warmth of the people was infectious.
Observation 4: I saw that Indians bought flat round breads called “roti”. They also cook curry dishes which had coconut milk and curry powder, which transform to chicken curry or beef curry dishes. The “roti” bread is a staple food among Indians. I could hear the happy chatter of the people around the Asian section of the store.
Reflection
- Based on my observations, I can conclude that there are Americans who have become obese because of the food they eat. I saw that most American families buy burgers, fries and salty snacks. In case of the Europeans, they are able to maintain their healthy physique because they survive with breads and salads. In the case of Asians, although they love eating rice dishes, they are able to maintain their petite frames because they eat in small portions. The Italians love to eat pasta dishes but they are able to balance the calories that come from wheat pasta and rich tomato sauces, a natural food oxidant. In the case of Indians, they also bought rice but most of them eat “roti” bread, which was often dipped in curry dishes. As an American, I can conclude that culture is a contributing factor which can lead to obesity since most of the American customers in Whole Foods pile their carts with alternative junk food, ice cream, French fries, burgers and chocolates. I can conclude that the main reason of obesity among Americans is due to the quality and quantity of food that they consume. Obesity is one of the major problems that have to be resolved in the U.S. The concept of Whole Foods is to promote eating of balanced diet which includes organic vegetables, fruits, fish, meat and tofu. Eating the right kind of food such as vegetables and fruits will provide the body with the proper nourishment that is composed of vitamins and minerals.
Follow Up Questions
1.) What are the limitations in buying from an organic store?
2.) What are the possible benefits obtained from buying from an organic store?
The first question will be asked because I want to know what are the possible limitations encountered by customers who buy from an organic store.
The second question is, “What are the potential benefits which drive the consumers to buy from organic grocery stores such as Whole Foods, despite the fact that the goods are more expensive, in comparison to other supermarkets?”.
References:
Derousseau, R. (2014). Stock X-Ray: Whole Foods. Money, 43(7), 43.
Hinz., G., & Sweeney, B. (2013). Can Whole Foods build an oasis?. Crain's Chicago
Business, 36(36), 0007.
PR, N. (2014, May 5). Whole Foods and the Natural Food Channel. PR Newswire US.
