Whole Story

The Official Whole Foods Market® Blog

Whole Journeys: The Way Travel Should Taste

By Kathy Dragon, January 1, 2013  |  Meet the Blogger  |  More Posts by Kathy Dragon

The foods we eat often have much deeper stories. Stories tied to culture and place. Personal stories of farmers, ranchers, artisans and producers. What better way to connect to these stories than to travel with people who share your passion and immerse yourself in a region’s “culture of food”?

Whole Journeys, Whole Foods Market®’s new travel venture, is giving you the opportunity to do just that.

Our trips focused on the Active Foodie are perfect for people who enjoy great food and understand that it’s an integral part of a culture and want to learn more about the food traditions of a region.

Ancient Tea Horse Caravan Route in China

Ancient Tea Horse Caravan Route in China

In addition to culinary pursuits these journeys will have you walking, cycling, hiking or rafting. Basically getting you outside and active in order to explore and have the breathing room to truly experience where you are. Spending the day hiking through Spain’s Basque Country with a local wine-maker and stopping for lunch at his farm is a much different experience than pulling up to a famous restaurant in a tour bus.
Whole Journeys makes its first departure in April 2013 with a very select portfolio of 12 journeys, including a trip to a flavorful Turkish food festival, an epicurean biking tour in Italy, and a hike following the historic tea and horse caravan road in China. For those who want an adventure a little closer to home, there’s even a gourmet rafting trip in Idaho featuring regional recipes and local products including microbrews from the area! 

Cooking in Tuscany

Cooking in Tuscany

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. You can view trip details and check availability online at wholejourneys.com.

Dolomites, Italy

Dolomites, Italy

If you’re ready to experience a region’s culture through its food join Whole Journeys for your adventure. Whole Journeys is what travel should taste like!

What foodie destinations fascinate you? What cultural tips have you learned about food from a region you’ve traveled to? Tell me about it in the comments below.

Category: Travel




Michele says ...
Spain - Paella, rioja and cava wines, and tapas!
01/02/2013 9:39:33 PM CST
Jennifer says ...
WOW. It's like you've been inside my head and put together trips that are exactly what I love. I can't imagine I'm the only one either. With trips like these, prepare for your travel division to be inundated with excited potential tourgoers in short order. If I can't get the website to load tomorrow, I'll know it simply crashed under the demand! ;)
01/02/2013 10:22:03 PM CST
Would love to be a participant hand on chef - cook in any of your journeys overseas. Particularly savvy with Spain-Italy- Argetina- Chile and Mexico's cuisine Please advise if you can utiliza a hard working (no primadonna) team member, also include me in your notices to participate - in Basque - Tuscan trips
01/03/2013 7:06:22 AM CST
Shannon says ...
As a regular shopper at Whole Foods it is nice to see "Whole Journeys" for this year! I have been in the travel business for over 22 yrs. Should you need any assistance just let me know. My fave foodie destination is France, because I lived there for several years, was farm to table decades ago. Italy comes next, then Israel and Spain. New Zealand, India, and Ireland round off my top seven. Please keep me on your mailing list for foodie itineraries. Happy New Year!
01/04/2013 1:01:53 PM CST
Jo Waters says ...
This sounds so novel and exciting, keep me in the loop of information,
01/05/2013 8:25:50 AM CST
Marianne Guilian says ...
Tuscany Italy, has the best food anywhere, it is always so tasty and fragrant and delicious. Such varieties and always with the right wine and the best breads. I have never been disappointed in Italy. The mastery of the chefs and the flavors are always amazing. I favor this area even more than Lyon.
01/05/2013 5:44:02 PM CST
Kathy Dragon says ...
Thanks for the enthusiastic support of our new adventure! Please sign up for our newsletter and facebook page to receive featured stories and updates from along the trails. Hope you can join us in 2013!
01/06/2013 9:21:53 AM CST
David Harris says ...
Kathy, thanks for your blog. I totally agree with you. It is important for us eating the food not only to appreciate the food we are eating, but also reflect on the production history of the food and the farmers who grew it. I am a newly returned 3 year Peace Corps volunteer returning from Costa Rica. There, I was a community economic development coordinator and worked with many farmers and their small agricultural businesses: coffee was the main crop. I learned what it was to grow and live off the same food. I wanted to get in touch with you because Whole Foods is a company that interests me for just that reason: the appreciation of the history of the food, the food itself, and the farmers that grow it. Some areas of interest to me are international development, farmer relations/representative, agricultural economics or operations. I will be stopping through Austin for a couple of days and would like to make a visit to the Whole Foods Market headquarters to learn more about its mission and possible employment opportunities. Any contacts that you can give me would be really appreciated so that I could possibly meet with them while I am there. Yourself perhaps, could be willing to meet with me for a very quick information session, I really appreciate any advice you have for me. Thanks so much. If you want, you can email me. Best David Harris
01/07/2013 2:30:00 PM CST
Food Babe says ...
Combining food, travel and activity is just BRILLIANT. I just got back from Peru... and eating superfoods like Camu Camu berry right off the tree was AMAZING. The food available in Thailand & Indonesia was absolutely fascinating... Trips there, combined with yoga would be INSANITY! :)
01/09/2013 11:04:15 AM CST
Mary Zambrano says ...
I shop at Whole Foods because the products are great! Fruits are so fresh! I just love it
01/10/2013 12:10:03 PM CST
Liz Rodriguez says ...
I want to go on each trip at least twice. Looks like I have found my bliss
01/14/2013 1:58:02 AM CST
Marisa Procopio says ...
Hi Kathy, WOW--as a food writer and traveler, this sounds right up my alley! Can't wait to visit the site. Here are blog posts I've written on three places and their incredible local food: Tahiti; Williamsburg, VA; and Scotland. I hope you enjoy them. http://mcproco.wordpress.com/2013/01/19/getting-warm/ http://mcproco.wordpress.com/2013/01/26/getting-warmer/ http://mcproco.wordpress.com/2012/05/19/southern-comforts/ http://mcproco.wordpress.com/2012/02/06/adventures-in-eating/
01/31/2013 8:19:57 PM CST
Jeff Kaston says ...
Looking for European trip at the end of July
03/03/2013 2:38:31 PM CST
Leslie Thompson says ...
Sometimes I think the more obvious food destinations like France and Italy have modified their food prep to appeal to mainstream tourists. That is why I love Austria for food - there is nothing like the sophistication of the larger cities Salzburg and Austria. But better yet is the intimate relationship the tiny villages have with food- so prepared with love and produced from their own gardens and personal dairy cows with recipes that trace back hundreds of years. Have you ever shared a meal with a farmer at the top of mountain in their winter sheep house? I have, and I can tell you the generations of Austrians was tasted in every bite.
05/03/2013 4:58:50 PM CDT
Teresa Salah says ...
middle eastern food I think are under rated, Jordan for example had some of the best cuisine and hospitable people
05/03/2013 6:18:44 PM CDT
Debbie says ...
I think this is a great idea. I am going to watch for a trip I can participate in. I am very excited.
05/21/2013 2:27:18 PM CDT
Malia says ...
Hmmm...Greece, Italy, Spain, Mexico, Switzerland, France. A Pacific Northwest trip, an East Coast trip. This is right up my alley. Please keep us posted!
08/12/2013 2:11:38 AM CDT
Sherry Thrasher says ...
Just found out this weekend that I was chosen from the South region to spend a week with you all in Emilia-Romagna this June and needless to say, I am thrilled beyond words! This is the perfect opportunity to expand on my culinary and creative writing background. See you soon! Best regards! Sherry Thrasher
03/03/2014 9:26:17 AM CST