Whole Food's parent, Amazon, of course, is a master and fiercely protective of its data management.
Doing business with Amazon - even as a small seller - always requires giving away your supplier information. And if what you are doing is profitable enough, they will immediately cut you out and make and sell your product themselves.
It was a genius scam to get thousands of small American companies to share their profitability secrets by offering a (largely false) promise of broad market exposure.
The Chinese business model....................