Health Starts Here With Whole Foods Private Brand

Austin, Texas based natural and organic grocer Whole Foods Market is introducing a new line of Private Brand products aimed at healthier eating, called Health Starts Here. The line, which will include convenient sides, salads, snacks and ready-to-cook entrée options, as well as frozen vegetables and sprouted grain breads, are based on ingredients that are whole, fresh, natural, organic and neither refined or highly processed. The products are part of a larger effort to help its customers improve and clean up their diets, and include educational efforts, both in store and online.

According to a post on the official blog of Whole Foods, “Whole Story” written by chef and culinary educator Chad Sarno:

One of the simplest ways you can make a fresh start is to begin food shopping, cooking, and eating with our Four Pillars of Healthy Eating in mind. If you shop at Whole Foods Market, you can simply look for the Health Starts Here signs to help guide your choices. It’s important to note that our Health Starts Here program is not a diet. It’s simply an approach to wellness guided by our Four Pillars of Healthy Eating: whole food, Plant-strong, nutrient dense, and healthy fats.



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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.