WholeFoods Magazine (www.WholeFoodsMagazine.com), a b-to-b publisher serving the natural products industry, is celebrating 35 of business under the ownership of the Wainer family. President Howard Wainer purchased the magazine in 1984. The company is now a 2nd-generation success, as Howard runs it with his daughter Heather Wainer, who serves as publisher. Together, the pair is leading the magazine to evolve and thrive in the digital age.
In addition to a monthly print magazine, WholeFoods publishes daily news online, as well as four weekly newsletters to inform and educate those in the industry on areas of interest. The specialized newsletters include In the Know Grocery, In the Know Dietary Supplements and In the Know Supplier, as well as a general In the Know delivering must-read news impacting the industry, from the latest on ingredient research to updates on industry regulations. In the coming years, Heather Wainer says WholeFoods will be investing further in its digital endeavors.
“When you talk about the digital times, being a small company, we always had a David and Goliath type of thing,” says Heather Wainer. “Our competitors are very big publishing houses, and then there’s us. The fact that we deliver so much information is important.”
Howard Wainer adds, “If news breaks, within hours we have it online. Being up on the latest news, product innovations and science is the key that will help natural products retailers thrive. Natural products retailers small and large need to have employees who can talk knowledgeably about their products, and they can find the information that’s needed on the WholeFoods website and in the print magazine. As we celebrate our 35th anniversary, we dedicate ourselves to continuing to educate and inform for decades to come.”
In addition to staying on the cutting edge with what’s new, WholeFoods has given its classic content a digital spin. “Since the beginning, we have published a source directory with contact information and product offerings for all companies in the natural products industry. It is the most comprehensive in the industry and it is available in print as well as online,” Heather Wainer says. “With NaturalProductFinder.com, everything under the sun for those in the industry is available at the click of a finger. Yet for those who prefer to find that information in a book, we are still very dedicated to delivering a print edition, which is published every May.”
More of what has made WholeFoods a standout success for 35 years:
- Annual Retailer Survey. This analysis gives in-depth insights into the state of the natural products industry and independent natural products retailers. “People have told us the survey delivers the best numbers they get in the industry, and that they plan their business based on it,” says Heather Wainer. This year’s survey will be available in the March issue.
- WholeFoods Natural Choice Awards. Each year, votes are cast by natural products retailers based on the impact the products on their shelves have made on their business. In the April issue, WholeFoods will announce the 20 winners of the 2019 awards. “It’s not easy to win a Natural Choice Award,” said Heather Wainer. “We are honored to celebrate companies who are working to make lives better.”
- Retailer of the Year. “WholeFoods has been awarding this honor to retailers for 29 years,” says Heather Wainer. “We have a long list of honorees who have made a positive impact on the wellbeing of those in their communities.” The first Retailer of the Year, in 1990, was Bread & Circus (later acquired by Whole Foods Market). In 2018 it was Mama Jean’s Natural Market, which has four locations in Missouri. The 2019 winner will be announced in the November issue.
- Person of the Year. Each year WholeFoods recognizes an individual (or individuals) who has done something with significant impact. The first Person of the Year, named in 2014. was Megan Westgate, Executive Director of the Non-GMO Project. In 2018, Independent Retailers as a group were recognized for the impact they have on the industry. The 2019 recipient will be announced in the December issue.
About WholeFoods Magazine:
WholeFoods Magazine is published by WFC, Inc., a family-owned media company based in South Plainfield, NJ. The publication has a mission to inform and educate natural products retailers on dietary supplements, herbs, HABA, homeopathy and foods.
Digital products include wholefoodsmagazine.com and naturalproductfinder.com
Media Contact
Company Name: WholeFoods Magazine
Contact Person: Maggie Jaqua
Email: Send Email
Phone: 908-769-1160
Country: United States
Website: http://www.wholefoodsmagazine.com/