Whole Foods has become one of the most important retail stores in the nation because it's one of the few stores that can introduce sustainable products to a wide audience.
But its marketing position is a mixed blessing. Whole Foods is a constant target for people who want it to be greener. The chain made the news this week by declaring that it will require all of its suppliers to label any food containing GMOs by 2018, but that came only after pressure from activists. Nobody is similarly pressuring Piggly Wiggly.
When it comes to wine, the question is, what exactly is sustainable? California's statewide standards are self-reported and so loose that they're essentially meaningless.
The situation is complicated by a USDA decision to require that "organic wine" not have any added sulfites, a vital component of winemaking and the source of much misunderstanding.* For most food products, shoppers can just buy organic and forget about it. For wine, they have to learn that "wine made from organically grown grapes" generally is good, while "organic wine" generally is not. That really complicates selling wine at Whole Foods.
* (Sulfites are naturally occurring in wine. Wine spoils without them. And
you are not allergic to sulfites.)
I gotta say this for Whole Foods: For a grocery chain, it has an interesting wine selection. Most grocery chains carry nearly all crap: big-production international-style wines with clever names and nothing distinctive beyond the marketing approach. Whole Foods has some of those too, but you can drink better from there than from any of its competitors.
I wanted to know how Whole Foods decides what wines to carry, so I interviewed Joseph Kaulbach, supervisor of the wine and cheese division for Whole Foods' Northern California stores.
What do you see as your mission?