Whole Foods Launches Foodie Travel Company

BOULDER, Colo. — Whole Foods Market has launched a travel company designed for active food lovers to experience “what travel should taste like.”

Called Whole Journeys, the company will offer guided trips from 5 days to 2 weeks on 11 itineraries through Europe, China and the U.S. starting in April 2013. Tours will feature visits to local farms and other food producers, wine tastings and cooking classes, as well as cultural activities and active pursuits like hiking and biking.

“We’re all about authentic experiences and rich cultural connections. I encourage guests to open themselves to the culture in each destination, and share their own perspective with the people there. When the trip is over, everyone comes away with a wider worldview and, hopefully, a deeper appreciation for global diversity and food culture and traditions,” Kathy Dragon, executive director of Whole Journeys, said in a statement. Dragon will lead many of the initial trips.

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Tour prices range from $3,000 to $4,500 per person and include guides, visits, hotels and most meals; airfare is additional. Groups are capped at 16 people.