Sure but there is always a tension between being able to address as much of the potential customer base as possible and profitability. On one end of the spectru

Sure but there is always a tension between being able to address as much of the potential customer base as possible and profitability. On one end of the spectrum you have grocers like Aldi or Lidl that have slashed prices and margins by reducing SKUs (among other cost saving measures). Whole Foods probably has some room to shed unprofitable inventory so long as it preserves its upscale, ecologically conscious brand.