Everyone is buying in on natural flavors and colors. It’s now only a matter of how far these sibling industries can push the boundaries, as the role they play in the food market is unquestioned. The use of botanical extracts in lieu of synthetic molecules is now mainstream, according to Amandine De Santi, business manager at NATUREX, Avignon, France. “The use of natural flavors, for example, is no longer a way to differentiate from the competition, but it has become a key requirement for consumers, especially in products for kids or with a healthy positioning,” she says.

Grocery & Health Articles

Familiarize yourself with the ins and outs of the natural and organic food industry with helpful, informative articles from WholeFoods Magazine. We concentrate on topics that help make natural products stores successful and savvy naturals shoppers happy.


Grocery News

Whether you own a store or manufacture foods or ingredients, staying up to date on the news and trends that matter most is a click away at WholeFoodsMagazine.com. Our health news shelves are stocked with the latest articles on the non-GMO movement, organic and fresh food trends, nutrition research, regulatory updates and more.


New Products

Our comprehensive features include information on new food and beverage trends developing across the country. Many new launches are exciting and innovative; but are they right for your store and clientele? Learn more in our features and product summaries.


Delicious Recipes

We love tasty food and we love healthy options, so naturally we are all about recipes that combine these two qualities. Our recipes page is the place to go for terrific coffee and latte instructions as well as recipes for pumpkin soup, stuffed mushrooms, cheesy potatoes and more.