These days retail is all about providing customers with a memorable experience, and what's more about experience than travel? That would seem to be the rationale behind Whole Foods' latest move to launch a food-related travel company.
Supermarket News reports that upscale grocer launched Whole Journeys, a travel company that will offer guided short-term trips in U.S., Europe and China focusing on food and wine. Travelers will be able to visit local farms and attend cooking classes, as well as engage in activities such as hiking and biking.
Prices for Whole Journeys tours, which will last from 5 days to 2 weeks, will range between $3,000 and $4,500 per person, not including airfare.