Word: gourmets
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...prime market is Birkenstock-wearing proles hankering for tofu and lentils. It's courting health-conscious consumers of every stripe who want to eat more grains, fruits and vegetables (but not exclusively) and cut back on fat and sweets (but not too much). Marketers are playing up the gourmet aspects of their products--and charging premium prices. "A lot of companies don't want to sell an organic product with a tree-hugger image anymore," says Michelle Barry, an analyst with the Hartman Group, a Seattle-based market-research firm. "They're marketing these products for their taste appeal...
...does it better than Whole Foods. Its co-founder, Mackey, 48, is a six-time college dropout who grew up on TV dinners, got bitten by the health-foods bug in his 20s and built his business by combining the concepts of health-foods store and gourmet market. Mackey is the son of an accounting professor, and despite his left-leaning roots, he is a carnivorous capitalist. Starting with a single Whole Foods store in Austin in 1980, he took 12 years to expand to five outlets. But after taking his firm public in 1992, he steadily opened new stores...
...relaxed from a day spent in the sun and sea. Soon we set sail again, accompanied by the intoxicating aroma of cooking tuna and roasting potatoes. Dinner was hearty and simple, which was just fine as during those days of utter relaxation I wanted nothing to do with gourmet meals and complicated sauces. After dinner we retreated to the comfortable chairs, pillows and mattresses piled on the foredeck to lose ourselves in the stars and watch the moon set over Selayar's hills...
...line with traditional first class. Both British Airways and Singapore Airlines have replaced their loungers with fully adjustable seats that extend into flat beds for long-haul flights. Australia's flagship, Qantas, is launching next year its own convertible seat bed, a follow-up to its highly successful gourmet restaurant in the sky. And Virgin Atlantic Airways boasts an in-flight beauty therapist who dispenses hand, neck and head massages...
Massages, full-length beds, restaurant-style gourmet meals?why bother with first class? "We worry that business class is cannibalizing our first class," says Singapore Airlines' manager of product development, Sim Kim Chui. "But ultimately our first-class passengers seek the exclusivity and space that comes from being one of 12 in a cabin, not one of 50." These days, however, even second class is first-rate...