Whole Foods Launches Travel Company for Active Foodies

Whole Foods Market has launched Whole Journeys, a new travel venture targeting food lovers and culture buffs with a passion for the outdoors.

Whole Journeys connects foodies with active lifestyles with the cultural and culinary traditions of worldwide destinations such as The Dolomites, Cappadocia, Provence, Shangri-La and more. Travelers walk, hike or bike through the adventures as they explore the foods, farms and events that make a region unique. While levels of exertion and food experiences vary, all itineraries are designed to support local communities, respect the environment and encourage travelers to share each destination’s unique food cultures with one another and the food producers themselves.

A website was created for the new venture, where interested travelers can check out the trips at www.wholejourneys.com.“Why we travel, where we travel, what we do and who we meet while we are there, and how we share the experiences when we return home, can affect positive change in the world,” said Kathy Dragon, executive director of Whole Journeys, which makes its first departures in April next year.

Trips on the immediate docket include a flavorful Turkish food festival, an epicurean biking tour in Italy and a hike following the historic tea and horse caravan road in China. While the company currently offers a small portfolio of programs, more trips in the United States and South America will be scheduled in the near future.

“Our programs are ideal for custom groups of family or friends as they can be adapted to focus more on a specific interest or region based on our network of trusted guides and producers,” said Dragon.

Itineraries run from five days to two weeks. Most trips accommodate a maximum of 16 guests. Pricing is typically between $3,000 and $4,500 per person for trips offering close encounters with the lands and peoples in each destination. Travelers book their own airfare, while guides, visits, hotels and most meals are included.

Whole Journeys custom-designs each itinerary to incorporate unique accommodations, local guides (when possible) and visits to native farms, wineries and cheesemakers. Guests will enjoy high-quality food and interact with the communities and artisans that produce it, as well as participate in local events and take on active excursions.

“We’re all about authentic experiences and rich cultural connections. I encourage guests to open themselves to the culture in each destination, and share their own perspective with the people there. When the trip is over, everyone comes away with a wider worldview and, hopefully, a deeper appreciation for global diversity and food culture and traditions,” said Dragon.