My Whole Foods Market love story started with their quaint little location in Brighton, Massachusetts, when I first moved here for graduate school. I loved the way the produce shelves were always fully stocked – the kale facing out like fluffy bouquets and the apples perfectly ripened and piled high. Everything looked like art, or like the orderly grocery stores in picture books.
I was invited to a sneak peek of the new Whole Foods Market in Boston’s South End last week, and I have to tell you, I’m more smitten than ever! Now the South End, Chinatown, Fort Point, Financial District and Back Bay neighborhoods have a Whole Foods Market to call their own—with parking—and boy, is it worth the wait. Those creative people who run Whole Foods Market have turned grocery shopping into an experience.
Located in what was once the Boston Herald building, the design and marketing teams have worked hard to harken back to the structure’s newspaper publishing roots, while also calling on New England’s most charming attributes.
They’ve taken one of our favorite summertime activities—visiting the fish stands that dot the coast—and made it into something we can enjoy all year with this little fish stand at the front of the store, right next to the coffee bar (with cold brew!) and frozen yogurt areas.
The perimeter of the market is made up to look like a little town, so you can visit the juice shop, bakery, The Fish Shop, butcher and even the ever-changing pop-up shop area.
My two personal favorites include a couple of firsts for Whole Foods Market:
The generously sized “package store” area includes rows upon rows of wine, 40 cubic feet of craft beers, and (for the first time in any Whole Foods location) a selection of spirits. The wine area includes a long refrigerated wall of wines rated 90+ points by Wine Spectator magazine.
My ultimate favorite thing about the store is the urban spa, run by Austin-based milk + honey. Listen, I already spend a lot of time in Whole Foods Market, and now that there’s a spa! I may need to have my mail forwarded there because, well, why would anyone ever leave? Even the gents are included, with an area for shoe shines and hot shaves.
And let’s not forget the actual grocery store experience! I always feel a sense of freedom when I shop at Whole Foods Market because I know I can trust what I’m buying. I know that the vendor standards are high, so I’m not worried about the fish I’m buying or whether the supplements I’m buying are trustworthy. If I buy a basket of strawberries, I never have to pick through them first to make sure they’re all pretty (not just the ones on the top). And with the 365 Everyday Value staples, it’s not a toss-up between my wallet and that sense of trust.
Now for the exciting news: I’m partnering with Whole Foods Market to give one Frock Files reader a $50 gift card! To enter, follow the Whole Foods Market South End on Twitter. Bonus entries if you leave a comment about your favorite thing about Whole Foods Market or follow me on Instagram.
This is a sponsored conversation written by me on behalf of Whole Foods Market via Burst Media. The opinions and text are all mine.