Over at Food Republic they've reprinted an essay from the
New Yorker, How
Whole Foods Created A New Breed of Shopper. As Tom Roston
"In my darker moments, I imagine what it might be like to live
through an alien invasion. I'm not a War of the
Worlds, death-and-destruction kind of guy; I am more prone to
creepier visions of the Invasion of the Body
Snatchers variety, in which our enemies live comfortably
amongst us. And, lately, I've come to suspect that the enemy is
indeed already here: It's Whole Foods.
The environmentally conscious, user-friendly, million-options
super market chain snuck up on me like a slow-moving teddy bear.
Now, I can't imagine life without it."
Through several more very humorous paragraphs Roston talks about
his slow conversion from a "a guy who prides himself on
knowing the best local pizza joints in each and every neighborhood"
to one who "bought a whole pizza pie (hey, it's not bad!) at Whole
Foods because I wanted to supplement the meal with offerings from
the $9.99 per pound antipasti bar." He asks, "What have I
It's a fun summer read. And whether you're about to shop at
Whole Foods or any other supermarket, remember that with EYB's new mobile
app, you can look up a recipe in one of your cookbooks at the
store and check that you have the right ingredients. Just sign into
EYB on your mobile phone, and it will be downloaded automatically.