OK, I admit, I was giddy to find out that there was one at the end of my street when I moved out here. It’s a mecca for all food-lovers/foreign-supermarket addicts and prides itself on being the world’s largest retailer of natural and organic foods.  I was intrigued by Wholefoods and its brand message - ‘food labels that inform not confess’, and had high expectations of the store.

I think I pretended to like it for the first few visits but then reality actually kicked in as I started to realise a common theme to each trip:  

1. Enter store and wander around aimlessly for the first 20 minutes, slightly overwhelmed by the amount and range of food on offer.
2. Get confused by the way all the prepared foods are labelled up – some by nationality, some depending upon whether they are hot or cold and other random ones e.g. Indian curries being dubbed as ‘comfort’ food.
3. Slight panic as I realise how many people have dipped into the food that day and also wondering just how long the food has been sat there for.
4. Thinking can I really be bothered queuing for another 20 minutes in a long line that sweeps around the store, only to be faced with a military-style member of staff who barks the number of the till you have to quickly move to?

 Wholefoods - not a great instore experience and in my opinion, totally overrated.

This entry was posted on Friday, August 29th, 2008 at 7:38 am and is filed under Dizzy In The City. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.