The grocery store of my childhood was Star Market. I used to hang out at the magazine section reading Mad Magazine while my mother pushed her cart down all ten maybe eleven aisles.
The choices of my childhood were simple. Bread aisle, dairy aisle, a cookie aisle which was every bit as forbidden in our house as a Mad Magazine.
The grocery stores in my city are a far cry from what I grew up with. My tastes in food have evolved with the stores themselves. Organic and locally grown are the norm. Fresh and wholesome are what the families in my neighborhood have come to expect.
The newest Whole Foods opened last week. It is in an area which also boasts a Neiman Marcus and a Saks Fifth Avenue. A Cartier and a Jimmy Choo. The people in this neighborhood are not looking for Ring Dings and Little Debbies. I appreciate wholesome food. I buy organic and locally grown. The new store here has taken it up a couple of notches. And I am afraid.
My husband and I went to the Grand Opening of the new Whole Foods in this neighborhood. We went to take a quick look. We were in the area anyway. We needed milk. This is what we told ourselves.
The seduction began with the free (and nitrate-free) hot dogs being given at the entrance. My husband is a sucker for free but we passed them by. We were just there to get milk.
The roses, the peonies and the lilies surrounded us at the entrance. We walked down a few steps and blinked. Remember the scene where Dorothy sees Oz for the first time? Exactly.
The pineapples beckoned. The mangoes called to me. Raspberries, blueberries, strawberries, oh my!
We were feeling a little giddy. We joked with people we ran into about this being an event. Don't judge me, but this is our dinner, a friend with her two kids said to me. Dinner? There were enough samples to keep us full for days.
We walked around twice. We ate enough organic short ribs and free range chicken samples for a family of four. I sidle over to the man with the chef's hat. I wait my turn for a plate of handmade pasta with vodka sauce. We all nod in agreement. I say something silly and the crowd laughs. I am quite clever at this little pasta party. I decide to make friends over at the cheese samples.
I see my husband waving his arms. He has discovered the eggs and needs to show them to me immediately. Eggs are usually no big deal. But this store has taken eggs up several notches. My husband is holding an ostrich egg.
Tell me you are kidding. He puts it down and picks up another enormous egg. This one is green and from an Emu. No, I tell him. I am not spending twenty dollars for an egg. I see his eyes glazing over. He has had too many short ribs and brownies. He is falling under some kind of spell.
I point him towards the three for a dollar free range chicken eggs from a local farm. That's all you are getting. I say it firmly. There was something in those brownies, I'm thinking. My husband is a frugal man.
I am running into all sorts of people I know. People I haven't seen in years. Former students, former neighbors, everyone is here for the party. I see my husband out the corner of my eye carrying a huge package under his arm like a football. It is definitely not milk.
Dover Sole is on sale for $8.99 a pound. And look, free marinade. I will admit, that is a darn good deal. But I don't like the way he is eyeing the sea salt. He picks it up. You need this, he says. Now I am frightened. The salt is Black Truffle Sea Salt and it is $64.99.
You need an intervention, I think.
I steer him to the check out where we make it out of there for less than thirty dollars which I consider a small miracle. We are so full from all the samples at this surreal party we cannot move.
That was fun, my husband says. His eyes are starting to look more normal in the daylight.
Sir? Would you like a free hot dog? No nitrates!
There's that look on his face again. He eats his hot dog on the way to the car.
We forgot the milk, he says.
Keep driving, I tell him.
The party is over.


Salon.com
Comments
Here we have Fresh Market, and it's almost impossible to get out of there without taking a second mortgage. We go for the occasional indulgence but wouldn't dream of doing regular shopping there.
Yep. I think there was something in those brownies, Joan.
I wish I had been a fly on the Emu egg, Joan... this sounds like a great trip to a store far beyond my means!
See, that's exactly it. You turn a little bit crazy in there. There are multiple Whole Foods near me. I don't go to any of them. At first, I thought they were the Promised Land for a cancer survivor struggling to be 100% organic. Now, all the other supermarkets have an organic aisle or two, and at them, I can get a bag of groceries for less than a hundred dollars, and am in and out in thirty minutes. That would probably not be so if it wasn't for Whole Foods, so for that, I am grateful.
That is a pretty good deal on the Sole...and truffles in any form make everything better. I'm just saying.......
great piece, joan. i can see the madness in his eyes.
mmm
I just read that pesticides have been linked to ADHD in kids.
Im gonna write a post on it sometime.
As you know from our President, we don't have arugula here in the Midwest. RRRRRR for memories and for current events.
Now we marvel at food that can be purchased that way. We have a Whole Foods and a Fresh Market close by - I find the former more overwhelming than the latter. Fortunately, living in the South we still purchase from local farmers a good bit of the year. My husband has been banned [by me] from Whole Foods unless I am with him. He has precious little self control in that place.'
Enjoyed hopping in your cart with you for your ride through Food Heaven.
r)
Great post.
(Oh and I did buy a cotton collapsible net shopping bag at Whole Foods)
(FYI: They have had food recalls just like all the other supermarkets, E. Coli-tainted beef, salmonella in raw nuts, etc.)
{[R]}
but the food IS marvelous
oz-like, indeed
i will pay boucoup buckeroos for "salmon candy"
*sucker!*
Amanda, what free cookie?
Martini, shoe shopping and food shopping... we ned to figure out how to combine the two.
greenheron, it's a little crazy in there.
APM, Thanks so much for reading!
Kit, I appreciate you coming by!
Elisa, you guys would have fun.
Ann, truffles make anything better only if one knows how to cook!
dirndl, Wal-mart in sheep's clothing? Them's fightin' words.
femme, ha ha, patio furniture. I have got to find a Costco one day.
Philip, welcome to my blog! There must be some way to combine food with shoes for profit!
Nick, yes, truly food porn...
Stellaa, apparently I have a smidgen more restraint than my husband.
mypsyche, seduced, yes.
vzn, I read something about that too the other day.
Bernandine, great, now I must see the Whole Foods at Columbus Circle! Yes, the sole was fantastic.
C&V, "Fresh Market" sounds absolutely wonderful. We don't have them around here.
Linda, thanks for coming by!
joyonboard, it is amazing that all food at one time was like this. Fresh, natural, wholesome. We act like we invented it today!
Froggy, ha ha, the Food Museum. I love it.
Larry, don't be a party pooper.
Lady Dove, the more the merrier. How soon can you get here?
dianaani, please explain"salmon candy"
Almighty, Exactly!
I recently came across a blog by a woman who spent $1/day on food and bought most of her items from Whole Foods. (mostly from bulk bins) I think the blog is called less is enough.
She explains that while extreme & certainly not an ideal diet, she was just making a point that healthy food can be just as cheap as junk food. It was an interesting read, but NOT as fun to read as your posts...
A terrific read though. I felt as if I was right there (and all that entails.)
free marinade. YAY.
Plus I envy you this store. We live in a rural area and have a store that thinks it's like yours - and it's not bad - but, nuh uh. No ostrich eggs.
"I am quite clever at this little pasta party. I decide to make friends over at the cheese samples."
Lezlie
I live in the country now - it is absolutely gorgeous! We have a farmer's market every week and I have chickens so we get our 'free range' eggs right from our own backyard.
Good, nutritious, succulent food - a real treat. Just like you and just like this post.
That is not an uncommon sentiment in those glorious stores!
I've likely said it a time or two myself!
I thoroughly enjoyed reading this!
Every Single Time I go to WF (which is not often, for I don't much like the founder) I'm seduced.
But it's like paying to get laid. And what do you call that?