What is a mascot? According to Wikipedia: The term mascot – defined as a term for any person, animal, or object thought to bring luck- colloquially (informally) includes anything used to represent a group with a common public identity.

When you think of Whole Foods Market, do you think about organic produce, community support and participation, or the beautiful colors of produce?

What happens when you think of THIS particular store on Arroyo Parkway? Cart-o-rator, Michelle in the Juice Bar, Clint in Seafood, cupcakes?

Let’s just pretend that Whole Foods Market Arroyo Parkway- this store only- has a mascot, an identity that would bring customers, community, and team members luck: what would it be?

We want to hear from you. The winner receives $30 gift card!

A friend of mine is opening a raw food restaurant in Echo Park very soon (yay!) and he recently made a trip through the South West. Being a raw foodist, he wondered what the other states’ raw movements look like. He returned grateful for Southern California’s access and commitment.

We too feel excited and thankful for our raw bounty, and have expanded our raw food section. Twice the size, we are taking over the 2^nd floor next to the Gluten Free section. We brought in new companies, and expanded the selection of our current companies. We also “opened up” (as we say in grocery) on the macrobiotic offerings- not necessarily raw but a great compliment to a healthy, simple, balanced diet.

More exciting news: we now have GT Dave’s Raw Kombucha on tap, in our raw juice bar! Capable of three different flavors, we started with Grape, Superfruit, and Ginger.  Now, I have been drinking GT’s almost every day for the past 4 or 5 years so I was immensely curious and possibly skeptical of the difference of the tap taste- but it’s awesome and different.  The bonus for some who are wary of floaties in their drink: the tap Kombucha has none. I liken the floaties to mana myself, but the change is always fun. And the sparkling taste is superb. The difference of shipping kegs versus bottles helps out with our carbon footprint to boot (pun intended).

We are ecstatic. So we couldn’t stop celebrating. We invited local artist Ned Mandella to come by and paint a beautiful large Raw Food piece on our wall (the same artist who created our Gluten Free statement). Just to grab your attention.  

Let us know what you think. Let us know about new products we should try. And enjoy rawkin’ out at Arroyo.

What is the difference between organic and natural?

As the nation’s only certified organic grocery store, this is a question we hear a lot. So let me try to clear up the difference in a nice, concise way.

Natural refers to the way something is processed, and at Whole Foods Market we believe in minimal processing: no artificial preservatives, flavors, or colors. That also means no hydrogenated oils. And for our meat and poultry, that means no antibiotics, no supplemental growth hormones, and no animal byproducts in the feed.

Organic refers to the way something is grown, and there are strict regulations set forth by the United States Department of Agriculture’s (USDA) Organic Rule, which became effective on October 21, 2002. Organic agriculture is a method that emphasizes the use of renewable resources and the conservation of soil and water to enhance environmental quality. You can learn more by visiting our website, which also has links to the USDA Organic Rule Index and other USDA Organic information.

Outside Arroyo

After being opened almost two years (November!), it just dawned on us that we should introduce our beautiful Arroyo location to all that are unfamiliar. And we can always spot the newcomers; the jaw drags across the floor as they look around with glee and wonderment.

We’re not bragging, believe me. We really do see this reaction. In fact, ask the team members about their original reaction upon entering the store for the first time. “I was overwhelmed,” says Whole Body Leslie. “Honestly, I thought it was nice, until I rode the escalator upstairs, and I was in awe. I couldn’t believe how big it was,” Lyle recounts. Other noted sound bites: “It reminded me of an airport”, “I just loved looking and thinking about all the yummy stuff in here!” It goes on and on.

But this post is to help you get around, and show you some shortcuts, treats, or hidden treasures you might (have) missed.

Let’s start outside. Many customers have told us they drove right by us, and didn’t see us. And we sometimes get phone alls about where to park. So the basics: We are on the Northwest corner of Arroyo Parkway and Bellevue. Bellevue is between California and Del Mar.

Our parking structure is underground (perfect to keep the sun off your car, and the rain!), which you can get to from Bellevue. I suggest, usually, skipping the first floor parking. The waiting and searching time can take a minute, so do yourself a favor and skip 1^st floor, head to the second, and I can almost guarantee a closer spot to the elevators (or stairs) to take you up to the first floor.

So now you are heading upstairs, and the elevator opens to our entrance. Checkout the sign holders, as they will give you the latest coupons, sales, and notices of events (yes, we hold in-store events!).

 Produce opens to all your senses. Depending on the season, you can pick-up the freshest, local, in-season produce right up front. There is no questioning what is eating good: we stack it high right in the beginning so you don’t have to guess. And take a look at our wet rack- it holds over 100 feet of local and organic greens, vegetables, and herbs.

But here is a secret not everyone takes advantage of: we LOVE sampling! Not just the samples already provided, but ask a team member about what is eating good, and they will gladly cut open the juiciest peach, crispest apple, or sweetest pineapple. And before you leave our produce section, check out the back wall for the “exotic” and interesting produce we might have in-stock. And again, ask a team member how they recommend eating it. We just love to talk food.

So we’re in… take a look around, taste a few samples, and get a massage! That’s right! Behind our produce department we have a massage chair ope from 12-8pm. Treat yourself before we go on… its only $7 for 5 minutes!

South Central Farmers

As we move into another month (yikes! Already…), we would like to take an opportunity to express our gratitude and honor to the many groups, organizations, businesses, and people that we have been so fortunate to work with both this past month and beyond. We thank our community for your tremendous support and for bringing such life, excitement, and perspective into our store. We love our neighborhoods, and our proud to be apart of these dynamic communities.

June 2009: We have either donated, supported, sponsored, or partnered with the following during the month of June (in alphabetical order): Another Year in L.A., Camp Laurel, Coalition for Clean Air, Councilmember Ed P. Reyes’ Vegan Bake Sale for the Los Angeles River Keepers, Downtown Women’s Center, Fallen Fruit, Friends of Levitt Pavilion, Integrative Nutrition, L.A.C.E., Lioness L.A., Los Angeles Historic Italian Hall Foundation, Marengo Elementary School PTA, Old Town Cooking School, Options for Youth, Project Angel, Side Street Projects, South Central Farmers’ Cooperative, Southern California University of Health Sciences, South Pasadena Educational Foundation, Pasadena Library, Pasadena Moms Club, Talent 1 Media Film Festival

If we forgot any, we apologize! We will update this each month, so our community can see our reach. Thank you all and have a wonderful month.

·         For a decade, we’ve been offering seafood from MSC-certified sustainable fisheries.  

·         Look for the blue Marine Stewardship Council sticker on seafood packaging.

·         By choosing MSC-certified products, you reward sustainable fisheries and encourage other fisheries to be responsible too.

Marine Stewardship Council (MSC):

·         The MSC is an international, non-profit organization dedicated to creating sustainable fisheries around the world by using market based incentives.

·         The organization is committed to the long-term viability of the global fish supply and healthy marine ecosystems.

·         They have set up a third-party certification program to deem well-managed, responsible fisheries sustainable.

·         Customers purchasing this seafood can rest assured that their fish was not overfished or harvested in ways that harm the ocean.

So with these prices in mind, I wanted to share my new favorite breakfast. I look for a high fiber (5g or more) and high protein (5g or more) cereal for the morning, which might not be the most exciting cereal to break my fast with, but you really have to be careful about what you put in your body first thing in the morning. You need to combine protein with any kind of sugar (fruit) in order to slow the absorption of sugar into the blood stream. My solution is to use my “good for you” cereal, and add a little bit of the tasty cereal I crave on top, over assorted berries, and topped with hemp milk. This way, I get fiber, protein, fresh fruit, and an added bonus of omegas from the hemp milk, plus the taste of the “naughty” cereal gets me excited to eat in the morning, which can sometimes be tough for me.

Are there any other delicious breakfast solutions for our new season out there?

Nominated documentary, “The Garden,” begin a new chapter in their lives. They will lead an

organic cooking demonstration; sell local, organic produce from their new farm in Shafter, CA;

and host a roundtable discussion about Locavore community food initiatives.

On Saturday, April 11^th from 12-4pm the farmers will be in-store to talk about their new farm,

and offer tastings of their organic produce.

At 1pm, a Round Table Forum/Discussion will begin with the farmers of South Central, The

Dervaes Family of Path to Freedom (urban homestead), the creators of Fallen Fruit (urban

foraging), and Cisco Pinedo (Cisco Home).

Join us, for the launch of our partnership with the South Central Farmers, and the authentic

discussion on locavore and food issues.

Whole Foods Market Arroyo Parkway

465 South Arroyo Parkway, Pasadena CA 91105 · (626) 204-2266

For anyone who doesn’t already know about it, Whole Planet Foundation is a 501c3 organization which has as its sole mission the eradication of poverty in the world. That’s it. That simple.

How do they accomplish this goal? Through microcredit to those impoverished individuals. Whole Planet Foundation works with the Grameen Trust, which was created by Nobel Laureate Muhammud Yunus. We locate communities where we source product, and begin centers to bring the women of the area together. The target of the loans is women, because children and women are the poorest people on the planet. And when a woman’s income grows or changes, it has direct impacts on her family.

The Foundation was started about 4 years ago, and we are now in Costa Rica, Guatemala, Honduras, Nicaragua, Kenya, Ethiopia, India, Indonesia, East Timoor, and Queens, NY. The loans on average are $200, which the women use to start their own business. The business has nothing to do with Whole Foods Market- they don’t have to sell product to us, or check with us on their decision.

There are more than 1 billion people living on less than $1 a day (in US currency). Today through March 31st at all U.S. Whole Foods Market locations, you can empower the poor. Make a donation of $1 at the registers and help raise $1 million for microcredit. Last year, thanks to shopper generosity, we were able to expand into Africa to fund microcredit loans for the very poor in Ethiopia and Kenya. This year we are expanding to a community in Peru where Whole Foods Market sources onions, with additional potential projects in communities in Mexico, Haiti, Argentina, Bolivia, Colombia and Paraguay.

I met some of the women who have received these loans. The success they have had is immediately apparent on the faces and in the lives of their children. For many, it represents a chance at education, and ending a family cycle of poverty. Check out more information at: http://www.wholeplanetfoundation.org/about/

We are currently the only retailer for South Central Farmers’ Cooperative. By selling their produce at retail prices, they are able to offer the organic produce to community members at a lower price, extending access to high quality food for all. Some call that margin blending, we call it good business.

Shopping local and organic makes a huge difference for our community, our planet, our food diversification. Choose SCFC for their beautiful loose leaf spinach, their grand cilantro, colorful greens, and you make a difference in the lives of the farmers, and the community of South Central Los Angeles.