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.