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The Sedona Whole Foods Story Begins

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SedonaEye.com spent several hours interviewing customers, store management and employees during the Whole Foods Market Grand Opening to provide SedonaEye.com readers an in-depth look at a changing Sedona food scene.

Sedona AZ (November 12, 2014) – On March 31, 2014, Jon Springer wrote in Supermarket News that “four of New Frontiers five grocery stores (Prescott, Sedona and Flagstaff in Arizona and San Luis Obispo in California) had been sold to Whole Foods Market. New Frontiers, based in Solvang, California said it would continue to operate its store in Solvang, as well as an organic farm located there.”

It should be noted that New Frontiers sold three Utah stores to Wild Oats in 1966 and that Wild Oats was subsequently acquired by Whole Foods.

“Over the years, when I have at times wondered if our stores would someday merge with a larger strategic partner, Whole Foods Market has always been my premier choice,” said Jonathan King, president of New Frontiers in the SN announcement. “We are very enthusiastic about their ability to take our stores into a successful future. We know they will provide growth opportunities for our exceptional team members, and continue to bring retail excellence and outstanding service to our local communities.”

As part of the sales agreement, Whole Foods Market agreed to offer jobs to workers at the four New Frontiers locations.

Sedona visitors Lisa Livingstone and Ken Ludwig of Golden Colorado sample iced coffee offered by former 3 yr New Frontiers employee now Whole Foods local store Marketing Director Sabrina Pierson

Sedona visitors Lisa Livingstone and Ken Ludwig of Golden Colorado enjoy a product sample offered by former 3 year New Frontiers employee now Whole Foods local store Marketing Director Sabrina Pierson.

Eight months later on November 5, 2014, Whole Foods Market on State Route 89a, west Sedona, marked its New Frontiers official banner change with a four day Grand Re-Opening highlighting its commitment to high end organic and sustainable food sourcing, outstanding customer service, and New Frontiers employee retention for the Sedona community.

On November 5, after an early morning event with the Sedona mayor, the first 50 attendees received a $5 gift card and a commemorative reusable shopping bag filled with healthy snacks and treats. Excited shoppers received tours showcasing the new wine and beer and clothing departments, and listened as employees proudly explained the Whole Foods commitment to an expanding Non-GMO verified food sourcing project and its seafood sustainability program, annually ranked #1 by Greenpeace among US supermarkets.

The SedonaEye.com spent several hours interviewing store management and employees during the local Whole Foods Market event to provide SedonaEye.com readers with an in-depth look at a changing Sedona food scene.

In the next of our three part series, SedonaEye.com tackles urban rumors and Sedona Times social network comments to find the Whole Foods and Nothing But the Whole Foods Truth.

 

For the best Arizona news and views, read www.SedonaEye.com daily!

For the best Arizona news and views, read www.SedonaEye.com daily!

18 Comments

  1. JRB says:

    This Californian believes opinions are as good only as the Giver/Receiver truth galaxy realm is. . .

  2. posted this link to Cottonwood AZ (Todays News and Events) timeline.

  3. Shared this story with friends.

  4. Welcome WF, about time!

  5. Natural Grocers&Trader Joe&New Frontiers can’t offer same as Whole Foods selection&quality & nongmo. Won’t shop but health food stores when can & like Flag offerings. NO Albertsons!

  6. Susan Bishop says:

    Whole Foods is not half the store that New Frontiers was.

  7. We are living on a carousel of time…..

  8. I feel whole foods is twice the store NF’s was. Go figure! Lol. Buy NG is 3X the store it us? Lol

  9. Consumers need to continue to push Whole Foods and ilk for stronger anti GMO pro environment and healthy products. Use the power of the $$$$. Meantime my family & friends as loyal shoppers — No other store comes close to its inventory of good stuff & it’s got a great deli/food counter. (Appreciate the wine but selection’s minimal & doesn’t have our faves.)

  10. Really Susan Bishop? In what area??? Stop kidding yourself.

  11. Organic Deb says:

    I agree with you Larry because NG had crap “natural” healthcare stuff that wasn’t vetted for quality or ingredients. Whole foods got rid of a lot of bad stuff on the shelves. People don’t like change is all.

  12. John says:

    Ummm….WF is NOT non-gmo.

  13. Fred says:

    Ummm John you’re point? It’s the most NON GMO of any other grocery here. I like having it even show up in Sedona, question is will it last with the few people here???

  14. we want a store in CV ////

  15. Not Really says:

    I went in to Whole Foods once again after reading this article and I still disagree. That store has a feel of big business food farm all over the produce. They cut the supplements in half and instead sell beer and wine. That is geared to the tourist, not the locals.
    You are kidding yourself. Natural Grocers beats them hands down both in product, core values and service. Price too!!!!
    That was my last trip to whole foods. Thanks for the opportunity to reconfirm my feelings about the place.
    Trader Joes would have been a much better choice but our little population is too small for them. Maybe someday they will realize there are 1.5 million extra customers. Hoping….

  16. Pffft says:

    What’s wrong with them selling alcohol? Are you saying that Locals don’t drink wine or beer? That’s a joke! Personally, I’m happy they sell beer and wine now. Great selection too!!

  17. Went yesterday for 1st time since reading these reviews & I liked the local pics and said hi to cheese man. (I travel a lot) Store’s expanding , great to hear. Sometimes Sedona (ie older) like writer thinks bad to change but he even admitted it & I’m glad youre here & staying…..

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