NEW!! Wednesdays at Whole Foods – Detroit Update, Rooftop Farms, Selling Vinyl, and More

Written by Max Goldberg on September 4, 2013. Follow Max on Twitter: @livingmaxwell.


Whole Foods has a very important place in both the organic industry and the American cultural landscape, and as I have gotten to know the company better, the more fascinated that I have become with it.

Since the company has so many cool initiatives going on all of the time, most of which do not get the attention that they deserve, I have decided to create something called Wednesdays at Whole Foods. This column will appear on the first and third Wednesday of each month and will showcase a wide variety of news, interviews, and other features.

If you have any suggestions, ideas, or things that you would like to see in this post, please don’t hesitate to contact me. I would love to hear from you.

In the meantime, enjoy my new column – Wednesdays at Whole Foods!



In one of the most anticipated events in the company’s history, Whole Foods cut the ribbon on a new store in inner city Detroit a few months ago and as you can tell from the picture above, it was an absolute mob scene on opening day. Read More »

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Whole Foods Launches Amazing Initiative to Help Disabled Kids in Kenya

Written by Max Goldberg on November 14, 2011. Follow Max on Twitter: @livingmaxwell.

When I was first contacted by Whole Foods to learn about its new program to help raise money for kids in Africa, I didn’t have any idea what to expect.

I was very aware that the company, through its Whole Planet Foundation, does a lot of great work around the world, but the video below really blew me away. And I knew immediately that I had to write about it and spread the word. Read More »

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My Analysis of Starbucks’ $30M Acquisition of Evolution Fresh, Getting into the Organic Juice Business

Written by Max Goldberg on November 11, 2011. Follow Max on Twitter: @livingmaxwell.

Yesterday, Starbucks announced that it had purchased Evolution Fresh for $30 million in cash and held a conference call formally disclosing its plans to enter the $50 billion health and wellness industry.

Started by Jimmy Rosenberg, the original founder of Naked Juice, Evolution Fresh is a California-based company that sells a line of organic and non-organic pressed juices in retail locations on the West Coast.

This acquisition by Starbucks is just the first step of a large strategic initiative to tap into the growing health and wellness sector. Read More »

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Dr. Drip Coffee – The Most Innovative Organic Product I’ve Seen This Year

Written by Max Goldberg on September 9, 2011. Follow Max on Twitter: @livingmaxwell.

Sometimes you hear about new products and you just know that they’re going to be interesting.

Well, it took me about 10 seconds to realize that Dr. Drip Coffee was going to be one of those.


By itself, organic coffee is not unusual in the least. There are all types of brands, blends, roasts, classifications (Fair Trade, shade grown, etc.) and the list goes on and on.

Yet, Dr. Drip Coffee is different than anything that I have ever seen.

It is solving a real problem for people who want high quality, organic coffee and don’t have the time or energy to seek it out. Read More »

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Top 5 Organic Food Trends for 2010

Written by Max Goldberg on January 4, 2010. Follow Max on Twitter: @livingmaxwell.

edible flower photo

I just knew that the hundreds and hundreds of hours I have spent roaming the aisles of supermarkets and studying menus at organic restaurants would come in handy one day.

But, I had no idea that it would lead to me writing this post.  So, here it goes….

1) More and More Coconuts

Coconuts have taken on much more prominence as of late.  A bunch of ice creams, including Luna and Larry’s Organic Coconut Bliss and Purely Decadent, have coconuts as their central ingredient.  Energy bars, such as those from Raw Revolution, have used them in their products for a while.

In terms of organic coconuts, this is what I foresee.

Organic coconut water: Coconut water is a hot trend in the beverage world right now.  Some people consider coconut water to be the ultimate post-workout drink because it contains electrolytes.

However, nearly all of those boxes of coconut water that are flying off the shelves in the supermarkets are not organic.  It is only a matter of time before we see a shift to organic. Read More »

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Why Organic Coffee is So Important

Written by Max Goldberg on December 27, 2009. Follow Max on Twitter: @livingmaxwell.

cup of coffeeA girl I used to know in New York City was so fanatical about recycling that she would literally take empty bottles home from bars because she feared that they would be tossed in the garbage.

I’ll never forget the time when we were out one night and she started filling up her designer handbag with empty beer bottles, which weren’t even hers!  She was that committed to the environment.

Yet, when she drank her coffee each morning, organic coffee was never even a consideration.

Although I didn’t realize it at the time, this didn’t make much sense.  Why?

Because conventionally-grown coffee is incredibly unhealthy for people and the planet. Read More »

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Product Recommendation: Adina Organics – Mayan Mocha

Written by Max Goldberg on December 14, 2009. Follow Max on Twitter: @livingmaxwell.


If you are looking to mix things up in your morning coffee routine, you’ll want to try the Mayan Mocha flavor.  The first time I had it I couldn’t believe how good it tasted, and it was nearly impossibly not to finish it in seconds.

Just the perfect amount of vanilla, cocoa and spices.  I can describe this product in one word — phenomenal.

Sold nationwide, click HERE to find a location near you.

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