Why Is a Whole Foods Exec Livestreaming His Empty Office?

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Monika Bauerlein,
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Whole Foods recently announced its plan to open a new line of smaller stores called “365,” and along with the news they launched a very, well, strange promotional website. If you type in www.wholefoodsmarket.com/365 you will find a webpage streaming a live cam of 365 president Jeff Turnas‘s desk. As of the writing of this post, the live stream has been going for some 170 hours; that’s more than seven days.

If this tactic is meant to show how hard Whole Foods is working on its new, more affordable venture (amid growing competition and accusations of overcharging customers), it’s not really working. We scanned through the seven days of footage and not once was the office occupied.