Whole Foods Organic - an Experience in Shopping in Jericho, NY

Tucked into an expanse of parking lot, partially masked by ornamental landscaping, the Jericho Long Island location of Whole Foods organic is a welcome addition to a commercial corridor, which includes The Milleridge Inn, Starbucks, and CVS. Parking is plentiful, and carts are available both in the lot and in the front of the store.

Approaching the entryway, we were engaged in a lovely foliage display, complete with White Pear trees, hanging Impatiens, and potted plants, ready for the giving. The plants were obviously well tended, some of the Impatiens recently misted on this sweltering July afternoon. Acquiring a cart, I stepped into a deliciously crisp climate-controlled produce section. All wood flooring and carefully selected lighting gives one the impression of walking onto a sound stage. While I listened for strains of Bocelli, I eyed the samples of oranges and sliced kiwi that were presented amidst perfectly arranged mounds of Organic produce. Broccoli, cauliflower, onions and peppers are all available perfectly chopped and diced in neat containers for those who prefer someone else do their prep work, and prepared fruit bowls are ensconced in chipped ice for the perfect summertime house gift. I made my selections confidently, knowing that Whole Foods promise to be organic and healthy would not fail me, and the mere fact that I was paying 3.99 for a bunch of broccoli somehow reinforced my belief that you get what you pay for.

I moved into the next aisle, and the next and the next, seeing all the familiar labels of my neighborhood health food store. Health Valley, Eli's, Barbara's, and Westbrook brands all coexist with Whole Food's own brand, 365.

365 is an amazing generic organic brand that has never disappointed, personally. The 365 brand includes everything from canned soup to chocolate. From paper towels to toothpaste and sparkling spring water. All organic and all lower priced than the more well known competitors. I recently pitted a 365 burrito against a higher priced, yet equal quality Amy's burrito. The 365 won on price alone, and there honestly was not much difference in either taste or quality.

After a few aisles of familiar dry goods, I was quite honestly, getting a little bored. On Long Island, we have quite a number of specialty stores to choose from, and I was trying to see what set this one apart from our more familiar Trader Joe's and Fairway stores. An aisle over and I was reawakened. The bakery is not to be missed, under any circumstances whatsoever. Belgian chocolate in just about every variety of truffle, pretzel, cookie and candy surrounds a bakery case in which crème Brule, chocolate mousse, Tiramisu and butter cookies are among the everyday purchases. Breads in just about every shape size and form abounded. Brioche rolls, bagels, pumpernickels and whole grain breads waited to be sliced or simply wrapped. Specialty creations abound, and another on the neighboring shelf upstages every decadent dessert. There are no bargains whatsoever to be found in this section, and just as well. A sale here might result in actual death by chocolate, so if your resolve is low, a prudent thought might be found reasoning with your impulse to indulge.

I dragged myself away to the deli department, and instead of grim faced customers armed with deli tickets, I was greeted instead by what appeared to be a buffet restaurant. Row upon row of prepared foods sat beneath heat lamps or on top of chipped ice. A vegetarian section was thoughtfully adjoined by a salad bar, cold foods and hot foods separated (as they should be), and simmering pots of homemade soups shared steam table space with homemade steel-cut oatmeal. A kids section included chicken fingers by Bell and Evans, Macaroni and cheese made with whole-wheat pasta, and sweet potato fries. A comfort food section included a prime meatloaf, broiled pork chops, the same Mac and cheese, and garlic mashed potatoes. Healthier fare was found to include vegetable wontons, Barbequed Tempe, couscous salads made with raisins and cranberries, wild rice salads and Vegetable burgers. A slicing station was manned by two chefs masterfully slicing roast beef and ham, and of course, a traditional deli counter was found slicing up cold cuts and cheeses.

A cheese section was found to be artfully stocked with brie, gorgonzola, nice smoked Gouda, mozzarella and just about every other cheese we could possibly imagine. Nuts and crackers are found nearby, as the shelves are stocked according to actual convenience, not marketing preference.

Not to be omitted, a full personal care section is stocked with organic personal care products, along with the 365 brand. Burt's Bees, Kiss My Face and other familiar organic brands were all prominently displayed.

My checkout experience was as rewarding as my shopping experience. My groceries were artfully packed for me, without an attitude, I might add, and the checkout personnel were actually cheerful and talkative.

We discussed the recent phenomenon of Ms. Hindmarch's designer tote bag. On the day the bag was to be offered, my checkout person, Megan told me, the store actually opened ten minutes early and the bags were all sold out within a half hour.

Sadly, the bags can now be found on EBay as collectors items, selling for up to 200 dollars. Megan agreed with me that it was kind of defeating the purpose of the bag, which is to help the environment. Whole Foods offers a refund of ten cents per reuse of a plastic bag, however, and that is probably more of a statement than that of a 200-dollar fashion grocery bag.