Fans of natural food awaiting new market

Security guard John Flanders has had his hands full guarding the front door to the new Whole Foods Market at 8855 W. Charleston Blvd.

The store was scheduled to open at 9 a.m. today, but many loyal Whole Foods customers had a hard time waiting.

"I've had to turn tons of people away. They all look disappointed. People are really looking forward to shopping here," Flanders said.

Rod Obradovic, owner of the organic foods cafe Go Raw, was among those who waited impatiently for the grand opening to come. The cafe owner shopped at another of the chain's markets when he lived in California.

When Obradovic found out a Whole Foods Market was going to open in Summerlin, he decided that's where he needed to set up his new cafe.

"We've been waiting for a couple of months now. It was going to be June, then July and now it's August," Obradovic said. "When we heard they were going to be here, we knew it would be a great compliment to what we do."

Whole Foods Market marketing representative Sandra Burton insists the market will be worth the wait.

"This place is an oasis in the desert. It's like the old country market, a gathering place. We think of this as the third place. There's work, home and the Whole Foods Market," Burton said.

With everything from organic produce and wines to fish flown in fresh six days a week, Burton said the market has plenty to offer.

The heart of the store is the Whole Body department led by Barbara Bonneville. The department stocks health-related books, yoga mats, videos and supplies, dietary supplements, candles, bath and body products and cosmetics.

"We have everything you need for the body, mind and spirit," Bonneville said.

Bonneville said the items in her department are free of preservatives, artificial colors and harsh chemicals. The deodorant is free of aluminum, the candles are made from natural waxes, "and the cosmetics are cruelty-free," she added.

Even the hair color and the tampons in the Whole Body department are organic. Bonneville said the tampons manufacturer can make that claim because the products are made with organically raised cotton.

The department's big specialties are aromatherapy and homeopathic herb therapy. A personalized aromatherapy bar allows patrons to purchase shampoo, lotion, massage oils and bath washes and then add their own personalized mix of essential oils in any strength they choose.

The homeopathic herb therapy section stocks herbal remedies for a diverse variety of ailments from stage fright and athlete's foot to bed wetting and repeated sprains.

Burton said the Whole Body department is just the beginning of what the market offers. Patrons will be able to find everything they look for in a grocery store, plus they'll find services new to the area.

Burton said the produce section, will have a farmers' market feel with treats such as organic heirloom tomatoes and stone fruits and fresh herbs.

In the meat and poultry section, shoppers will find antibiotic- and hormone-free meats. Many cuts are even Kosher.

One of the section's unique offerings is custom dry-aged beef. In addition to a selection of pre-aged meat, patrons can select any fresh cut of beef for aging. Once the aging is complete, they can come back in to pick up their purchase.

"The result is meat that melts in your mouth it's so good," Burton said.

While the meat is aged, the fish won't be. The market plans to fly in fresh seafood six days a week. Burton said much of the seafood is harvested from boats and processing plants owned by the Whole Food Market chain. Because the market owns the boats and plants, it has more control over fishing practices.

The seafood selection is displayed on a raised platform that Burton said will give patrons the feel of old world fish mongers from places like the Pike Place Market in Seattle.

In addition to fresh seafood, the department will stock freshly made chowders and seafood stews.

The dairy department will stock organic eggs, milks and butters.

"Most without growth hormones," Burton said.

It also will stock dairy alternatives such as soy and rice based milks.

The store's specialty departments include departments for organic and natural wines and a selection of handmade pastas and handmade chocolates.

Burton said the store will stock Kosher, organic and natural deli meats and almost 100 varieties of cheese. The store has an olive bar and a salad bar that rivals the selections of many buffets.

"We have in-house chefs who make restaurant-quality items for us. The salad dressings are all made from scratch and we even toast our own croutons," Burton said.

Hot entrees and salad items are offered from the bar at a rate of $5.69 per pound. For shoppers in a hurry, the market chefs offer a selection of prepackaged grab-n-go items ready to heat and serve.

Made to order sandwiches and pizzas are sold alongside rotisserie chickens in flavors ranging from garlic and basil to Thai curry.

The organic bakery staff bakes croissants, bagels, pastries and rolls on site daily while the coffee shop turns out cappuccino, fresh juices and smoothies.

Patrons can eat fresh items on site at tables in the front of the market or in the outdoor courtyard.

Burton said the market plans to offer more to the community than just groceries and salad bar items. Local restaurant owners and celebrity chefs have been invited to put on in-store cooking demonstrations.

Rosemary's Restaurant owners Michael and Wendy Jordan will be first with a demonstration set for 6 to 8 p.m. Thursday.

Another mission planned is a regular schedule for giving back to the community. Burton said the store will hold frequent 5 percent days where 5 percent of all net proceeds will be donated to local charities. The Shade Tree shelter for women and children will be first to benefit with proceeds to be set aside on Sept. 10.


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