Now that Whole Foods (NASDAQ:WFM) is expanding into Canada and the U.K., the company wants an updated tagline to reflect its international presence.
In 2012, the specialty grocery trademarked "America's healthiest grocery store," and now has applied for "world's healthiest grocery store." The application is under review at the United States Patent and Trademark Office.
The current tagline was first applied for in 2010 and was rejected for being over-the-top in its nature, reported The Oregonian. But once Whole Foods pointed out other trademarks with phrases such as "America's healthiest," the trademark office overturned its original decision.
The new tagline comes at a time when Whole Foods is working to bring up sales. Its latest concept, 365 by Whole Foods, opened this year, with its first location in Los Angeles. The company has three locations planned for this year and 10 more next year.
In the latest quarterly report, Whole Foods' co-CEO Walter Robb said the company is making "measurable progress on fundamentally evolving," reported CNN Money. However, profits declined 22 percent from one year ago. Although overall sales grew 2 percent to $3.7 billion, the results are far from the double-digit growth the company was experiencing two years ago.
The company has faced tough times amid scandals of overpriced of products and various food preparation violations by the Food and Drug Administration.