Case Study In March 2016, supermarket chain Whole Foods sparked a Twitter revolt by selling pre-peeled oranges in plastic containers. A photo of the oranges in plastic containers tweeted by Nathalie Gordon has been shared and liked by more than 100,000 Twitter users and sparked an online debate. If only nature would find a way to cover these oranges so we didn`t need to waste so much plastic on them. pic.twitter.com/00YECaHB4D Whole Foods Market Definitely our mistake. These have been pulled. We hear you, and we will leave them in their natural packaging: the peel. They were being sold by American supermarket chain Whole Foods, who have several stores in London Whole Foods responded, many say appropriately, to what became known as the #OrangeGate scandal by tweeting a joke. However, not all observers were so quick to pour scorn over the pre-peeled oranges. Some said it`s no different from bagged salads, shelled seeds or baby carrots. Kim Sauder, who is a Ph.D. candidate in disability studies, has limited hand dexterity. In her blog, she writes that "Preparing food with limited mobility is both hugely time consuming and potentially dangerous." Others on Twitter agreed, showing the issue was more than an environmental one: “there are over 58M disabled people in the US alone...let us have pre peeled fruit....and shut up about it! #orangegate” “The #orangegate thing is so weird because there are so many people who adamantly refuse to consider disabled people, and anything they need.” Adapted from Digital Training Academy case study (Sept 2016) Task As a marketing consultant for Whole Foods, you have been asked to produce a report for the Board, which evaluates the marketing strategy that Whole Foods adopted for their peeled oranges and makes recommendations for improvements to future campaigns. Your report should be professionally 14 written and presented and be no longer than 2,000 words, excluding title and contents page, references and appendices. In preparing your report, you should: Evaluate the marketing strategy Whole Foods adopted for the peeled oranges. You should consider the full extended marketing mix and support your work with examples. ( 7 p`s) Discuss the legal and ethical issues that arise from this product and identify how Whole Foods could address these issues (Focus more on the ethical issue so discuss environmental (plastic waste, CO2 emissions. For the social issues link back to target market.Perhaps mention the equality act for legal aspect) Utilise appropriate research and data to make recommendations for how Whole Foods could design a more effective marketing strategy in future Develop examples of digital and/or traditional communications collateral, which Whole Foods could use to communicate the positive attributes of such a product in future.