Hardly.
A Whole Foods opened its doors to my neighbourhood yesterday and today, after work, I decided to see what all the hubbub was about. This was my second time shopping at a local- and organic-centric market; I wasn’t terribly impressed during my first time around at the local farmer’s markets, so going in I wasn’t expecting much. My only exposure to Whole Foods was the six seasons of Top Chef (and one of Top Chef Masters) that was drilled into my psyche. However, as I stepped into Whole Foods, I pretty much said to corporate America, “Here’s my wallet, now make me want to buy stuff!”
My first impression upon entering the store was, “Man is it cramped in here.” Most grocery stores present you with a wipe open area to sell you their produce before shuffling you down the smaller aisles for boxed goods. Whole Foods however presents you with a wall of citrus, albeit colourful citrus, and makes you walk around it to the rest of the produce section. It was odd.

The best example of the “wall of citrus” you’re greeted with upon entering Whole Foods. Try to ignore the random pair of people posing… Photo credit to the store’s Facebook fan page.
Another thing – for being a grocery store, Whole Foods doesn’t sell a lot of produce. Sure, the small amount they do sell is vibrant, fresh, colourful, and impeccably stacked, but the compact size of the department made me think that they just didn’t sell a lot of products.
This theme of smaller-sized departments was also apparent in the dairy aisle. Most grocery stores are huge sections for produce, wide aisles in the back for meat and dairy, and then a wider aisle on the left for more dairy, ice creams, and possibly beer. Though it is pleasant on the eyes, Whole Foods is just backwards to what I’m used to!
In my opinion, the Brits have nailed down the concept of beautiful grocery stores with beautiful packaging. If you’ve ever stepped foot in a Marks and Spencer in the UK or Ireland, you’ll know what I’m talking about. From the clear and striking typography on their in-store brands to the black bins that house all the carefully arranged, individually packaged produce, it just makes you want to buy everything. And their juices are so delicious yet evil, since they’re straight, undiluted fruit juices, which equates to a caloric and sugary-filled death. I miss England if you can’t tell.

Since there are no good pictures of the interior of Marks and Spencer, this is the next best thing. This is Walmart’s organic produce section, its attempt to subvert Whole Food’s grasp on the image of local and organic, by copying Marks and Spencer. Photo credit to ELI MEIR KAPLAN from the article, The Great Grocery Smackdown.
A photo from Marks and Spencer’s showing the simple and striking typography. I loved how they didn’t have to resort to pictures and symbols, but let the food do the talking. Photo credit to gorriti.
Enough about the décor though, let’s talk prices. Prices are the primary factor in what I do and do not buy. It’s not the healthiest thing nor is it the most fun, but when I’m just cooking for myself, most the time every expense is spared. I’m slowly leaning away from that concept however and moving from a complete miser to intelligently frugal.
When I entered the Whole Foods produce section, I was absolutely floored by some of the prices they were charging. Few items I thought were a good deal; most of them were outrageous. Take for example bell peppers – red, green, orange, yellow – they were going for $2.50 per pound; my local grocery store has them on sale for $0.88 per pound. Yellow and green squash, $2.00 per pound; local store, $0.88 per pound. On most of the produce I was finding a markup of at least twice the price if not more.
I was able to find some good deals though. 2 packages of blackberries for $4.00 (they were really firm and fresh, so thumbs up), locally grown Fuji apples were $0.99 per pound. Mushrooms, common and exotic, were also fairly priced.
Though they did have some exotic fruits and vegetables like rhubarb, starfruit, cactus leaves, etc., they still lacked some of the wackier items I see at my local grocery store. I swear there’s an aisle just for the Mediterranean immigrants. If I felt adventurous I could buy whole coconuts, literal stalks of bamboo, giant who knows what. I really have to take a picture the next time I’m there.
My one expensive purchase was a package of chicken breasts that was on sale for $5.00 per pound. Absolutely ridiculous, eh? My usual store sells chicken breasts for $2.00 per pound. In poultry alone I would’ve saved almost $8.00! If I were a healthy person and didn’t eat out as often as I did, these grocery costs would add up quickly! We’ll see how these chicken breasts taste, but I don’t have the refrigerator space nor the lack of personal bias to do a double blind test.
I think it’s a nice place to browse and maybe have an already cooked, sit down lunch, but I wouldn’t do all my shopping at Whole Foods. The increase in price just don’t justify the need for local, organic, and fair trade, for me personally.
After spending a little over $30 at Whole Foods, I headed out to see what the hubbub was about Trader Joe’s. The one near me is actually very small and unfortunately it doesn’t sell wine. I only realized after asking the cashier that New York state doesn’t sell wine in grocery stores. How disappointing since I remember browsing the wine aisles in Seattle thinking, “Maybe I should pick a bottle up tonight…”
Overall I wasn’t impressed with Trader Joe’s either. Since the whole organic / fair trade angle didn’t speak to me, all I went on was value and selection. The meat section was tiny and pitiful (I can deal with it being tiny, but the meat looked almost unhealthy in its packaging) and the whole store just didn’t offer a lot of selection.
The one thing that I will comment on however was the friendliness of their staff. Everyone seemed genuinely happy and willing to help you. Maybe it was a byproduct of the store being so small. Compare this to the almost fabricated helpfulness that the Whole Foods management must have drilled into their employees. Not to say that the Whole Foods staff wasn’t helpful (an employee walked me over to another aisle to show me where a product was), but it didn’t seem as genuine.
I don’t see the whole deal with eating local, organic, and fair trade, but this is just my personal opinion. I could see myself supporting fair trade food first, because everyone should be paid fairly, but it’s dollars and cents for me. Also, I would find it hard for myself to support fair trade food while not batting an eye when purchasing clothing made by the child labour of countries like Indonesia and Cambodia (or have the sweatshops moved onto poorer countries now?).
I go grocery shopping every 2 to 2.5 weeks, spending an average of about $40. If I were to buy local, organic, and fair trade, I’d look at spending an average of probably $10-$15 more per trip. Seems like not a big deal, but over a year’s time, that would amount to between $230 and $350. It’s still a small figure in the grand scheme of things, but each purchase adds up.
And even though there are studies upon studies showing that organic meat and produce are healthier for you, I can’t help but overlook the fact that there have been generations raised on non-organic, non-local foods, and they’ve turned out fine. Would we be really that much better off gorging ourselves on too much organic protein? Or better off eating boatloads of non-organic greens?
That’s where I draw my arguments from – the fact that the non-organic, non-local food isn’t bad in the least, but people have misconstrued normal (non-organic) and better (organic) to be worse and normal. We should instead turn our attention to what would really make us healthy: normal diet and exercise. We can eat all the organic cranberry and pecan granola cookies we want (they’re so good…) and think we’re eating healthily, but that doesn’t address the need that most people live sedentary lives, myself included. So that’s why, in my usual longwinded nature, is why Whole Foods and Trader Joe’s was nice to visit, but I’ll be returning to my normal grocery store. I’ll return next time with a picture of the crazy aisle of vegetables.
P.S. “longwinded nature”? Baby, I’m back!




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