Whole Foods speeds omnichannel efforts

Whole Foods Market plans to cater to the health-focused community of obstacle racers with a new omnichannel partnership.

The natural and organic foods supermarket will connect with consumers via Spartan Race’s “Food of the Day” platform, beginning in 2015. Spartan Race is an obstacle racing company that facilitated over 130 races in 17 countries last year.

Spartan Race's millions of “Food of the Day” social media followers and email subscribers each will receive weekly, in-season food recommendations, including cooking tips and recipes from Whole Foods. Racers will be able to find and shop for ingredients with special signage and promotions in-store.

"Whole Foods Market is excited to partner with Spartan Race to provide racers with the freshest, most delicious healthy eating recipes and cooking tips to fuel them with nutritious and nourishing foods and push them across the finish line," said Whole Foods Market Director of Partnerships Barry Hirsch.

The Spartan Race's "Food of the Day" campaign will reach their robust network of email subscribers and 4.3 million Facebook followers.

"All Spartan racers are keenly aware of the importance of healthy food for fueling intense workouts and sustaining a strong mind and body," said Kenneth Koleyni, EVP of strategic development at Spartan Race. "Knowing that Whole Foods Market not only shares a similar philosophy around promoting healthy eating education but also sells the highest quality natural and organic foods available, we feel that they are the perfect partners to power our 'Food of the Day' platform."

As of November, Whole Foods Market operated 401 stores all over the world and had 114 stores in development.