Whole Foods Market

Whole Foods 365 Opens in Brooklyn

"On a frigid morning I stood in a line down Flatbush Avenue (between BAM and the LIRR station) to be among the first customers at Whole Foods’ new 365 store in Fort Greene, the first 365 on the East Coast. The grand-opening energy—staff cheering at the entrance, clanging cowbells, applause and high-fives—felt overwhelming and celebratory, and the store sweetened the occasion by giving the first 100 people gift cards ranging from $5 to $365. Inside the space is aesthetically striking with wider, easy-to-maneuver aisles and what seemed like a subterranean sea of produce; it carries non-365 brands as well as 365 items, offers a salad bar, a selection of about 12 olive oils, pre-chopped pineapple cups, salmon currently 30 percent off at the register, and avocados priced five for $5. Shoppers I spoke with loved the atmosphere and design—some saying it’s more beautiful than other Whole Foods they’ve been to and noting even a 4-year-old was in awe—though a few customers cautioned that some prices felt higher than expected and not quite competitive with Trader Joe’s for basics, while specific sales like the baby kale and discounted salmon convinced others to fill their carts." - Rachel Sugar