Whole Foods Announces The Engine 2 Diet

In a recent interview with USA Today, Whole Foods co-founder and chief executive John Mackey said the company is planning to launch a new Private Brand based on the Engine 2 Diet. The products will reflect the diets unique combination of true vegan sensibilities with restrictions on fat, sugar and salt intake. The new brand will be available in 2011.

Mackey has been vegan for 5 years and vegetarian for 30. He credits the Engine 2 Diet with helping him lose 20 pounds as well as lowering his cholesterol and his blood pressure.

“Though that is the way I live, it is not my personal lifestyle driving this. We think it will be a good product category for the company,” explained Mackey.

Rip Esselstyn, a former fire fighter and professional tri-athlete created the Engine 2 Diet. It is a vegan diet that consists of whole grains, vegetables, fruit, legumes and nuts. According to Esselstyn, “Engine 2 is not a short-term solution to losing weight; it’s a holistic approach to healthy living.”



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.