What is it about food that impassions us? We often describe eating as if we were making love. We fantasize about eating. We build elaborate kitchens. We explore the world through food. We also fret about the caloric, cholesterol and salt content of it and how it should be served.
Now we elevate food to a place of healing. Our food has become our medicine. We seek out organically grown foods. We avoid foods that are overly processed. We study how certain foods reverse illness and increase our vitality.
The growing desire for organic food has also made Whole Foods a very successful company.
Organic food revenue has been increasing at an annual rate of approximately 18.7%, and there are no signs of it slowing down. In 1997, organic food represented 0.8% of the entire food market and by the end of 2006 it was 2.8%. Whole Foods gathered roughly 35% of U.S. organic food revenue last year, approximately $5.8 billion, and this was before the acquisition of the second largest player in the space, Wild Oats.
The green movement also fuels this change — many of us are attempting to find ways to produce, transport and consume food that do not tax the planet. The green movement meets the organic movement under the umbrella of whole foods. We are learning how to save the planet and ourselves while discovering new ways to enjoy food.
Come along with us on this journey to discovering the magic of food.
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