Whole Foods Executives Can No Longer Join The Conversation…

Our local business journal got its hands on Whole Food Markets’ new employee Code of Conduct, and I’m not surprised to learn that there is some new language in the code “to avoid the actual and perceived improper use of company information.”

The policy revision comes as the SEC continues its inquiry into CEO John Mackey who posted on financial message boards — like Yahoo Finance — between 1999 and 2006 concerning Whole Foods and its rivals.

The new policy applies to company directors, executive team members, global vice presidents, regional presidents and regional vice presidents. They cannot post to any non-company chat room, message board or blog comments about Whole Foods, its competitors or vendors “under their name, anonymously, under a screen name, or communicating through another person.”

I think I understand Whole Foods intentions, and I applaud the company for getting this in black & white so employees can understand the policy. Too many companies are still not clear on this issue with employees. Maybe this is even part of a deal to resolve the situation with the SEC and FTC.

At the same time, I think Whole Foods’ new policy may need more work… Whole Foods’ customers are online in large numbers talking about Whole Foods, food and other issues about which the company cares. At some points, it’s going to make sense for a Whole Foods’ executive to post on a non-company site (under their name, of course). For instance, to help manage a crisis situation.

In addition, the new code does not seem to address the broader employee population. Does that mean it’s ok for them to post anonymously on Whole Foods’ business on sites like Yahoo Forum? I think not.

Interestingly, a few major brands we work with are in the process of revising their Code of Conducts to encourage their employees to join the conversation online. More on that in the coming weeks.

Bernie Charland helped revise Dell’s code and John Moore worked at Whole Foods. I wonder what they think?

(Note: Whole Foods is a GCI clients and we’ve worked with them on several digital media projects.)

7 November 2007 | Best practice, Ethics, Whole Foods | Comments