wholefoods market opening day

Today was the opening of American chain Wholefoods Markets 'flagship' and only UK store in Kensington High Street so we decided to join the beautiful set, (some people clearly dressed up to be seen here, and go see what all the fuss was about.

Wholefoods Market has been much talked about with one report on the BBC suggesting that it will change the face of Supermarkets in the UK. It may be no coincidence that Sainsbo's has been advertising its British Produce quite a lot recently, or that there were people on Stilts outside M&S in Kensington handing out competition entries to entice you in the store where posters emphasised how much fresh organic produce they did (I won a Fruit Salad which isn't exactly like winning the lottery).

Anyway, the store itself was like a giant New York Deli crossed with a department store food hall (and London has plenty of them). There were Bakeries, A Cheese monger, Fresh Fruit and more kinds of Olive Oil than you could shake a bread stick at. Amongst the eggs I spotted one so huge I'm guessing it was an Ostrich Egg.

Also downstairs were the Deli style counters allowing you to box up a variety of hot and cold foods all paid for by weight. Not everything was labelled and although I cant remember the price per 100g (or whatever) I'm guessing that the food would be bloody expensive, but i doubt that most shoppers would give a flying fig (you could buy them too).

There were no ready meals as such, but you could make up your own from the vast array of pre-cooked foods and no-doubt throw a wonderful dinner party if you could use a microwave.

Upstairs there were a huge number of seats to take your boxed up deli stuff, or you could order Champagne and Oysters, Mezze, Dim Sum, etc or pick up a pint of organic ale or cider from its in-house 'Pub' (actually just another Counter. Off course you will enjoy your food and drink whilst listening to the DJ spinning his decks in the corner (how frigging trendy eh).

Although there were lots of Organic Foods and stuff from local producers (check out the cheese) there was masses of stuff that would have covered a huge number of food miles (unless Papayas, Kiwis, etc are all strangely in season now). There were only about half a dozen English wines on sale.

To my mind there was probably far too much choice available, with less emphasis on being Green and Organic than you being seen and ending brassic.

Later in the day I had a look at a branch of Fresh and Wild (part of the same company) and with less choice and less poseurs I thought it far better a shop.