The Whole Truth behind Whole foods

In this month’s The New Yorker, Nick Paumgarten has published a well written summary of the life and times of John Mackey, CEO and controversial co-founder of Whole Foods. His views may surprise you, and his approach is definitely one to learn from, even if that means what “not to do”. Check it out at http://www.newyorker.com/reporting/2010/01/04/100104fa_fact_paumgarten

Instant Grainification.

One of the reasons I love my job, is that I get to serve, taste, and use the products of our small but really nice client list. My recent favorite is the frozen, pourable, whole grains of Village Harvest Rice.
Until now, I was a rice cooker devotee. And I am not a gadget girl. But the rice cooker makes lovely grains and keeps them warm until dinner (or bedtime). I am now seriously looking at my rice cooker like it’s a Mac Classic from 1990. These rices pour like cereal, heat in seconds and taste like heaven. You can nuke ‘em for a couple of seconds or simply stick them in a pot and heat them with nothing added.
You could feasibly grab a rotisserie chicken from the store perimeter, a bag of salad and, say, a bag of frozen brown rice, and I’d call that dinner with no cooking. Here are the varieties:
Brown Rice,
Brown, Red and Wild Rice Medley
“Un” Fried Brown Rice
Spicy Thai Brown Rice
Quinoa

Also, they rock as an ingredient. Add them to soups, salads, and entrees and cut your time in the kitchen in half. We at Vittles think it’s a concept that’s suPOUR marketable.