Customers shop for produce in Berkeley's new Whole Foods store which opened today on Gilman Street. Photo: Neil Mishalov
Customers shop for produce in Berkeley’s second Whole Foods store which opened today at Tenth and Gilman streets. Photo: Neil Mishalov
Customers shop for produce in Berkeley’s second Whole Foods store which opened today at Tenth and Gilman streets. Photo: Neil Mishalov

By Gill South

Today at 9:30 a.m. a new Whole Foods Market broke bread rather than cut a ribbon, and opened for business in the rapidly transforming Gilman shopping district in West Berkeley. The store, and the competition it represents, has been a catalyst for at least one other local grocery chain to sharpen up its act. Early reports suggest the market will be a welcome addition to the neighborhood for local residents.

An estimated 600 people took tours of the new Whole Foods store last week in the lead-up to today’s opening at its location on 10th and Gilman streets. This is the second Whole Foods store for Berkeley (the first one opened at Ashby and Telegraph in 1990), the 41st Whole Foods in Northern California, and the 401st nationwide. It will be open 8 a.m. until 10 p.m. daily while the Whole Foods-owned Allegro Coffee roastery in-store, its first outlet on the West Coast, will be open from 6 a.m. every day.

The 47,000-square-foot market, with 85 car parking spaces, including electric charging spots, and 12 bike spaces, is employing 200 staff, two-thirds of them from other Whole Food stores while the rest are new staff members, said outreach team leader Kristen Tantarelli.

Whole Foods Gilman exterior Photo Emilie Raguso
The exterior of the new West Barkeley Whole Foods is partly clad in reclaimed wood. Photo: Emilie Raguso

Whole Foods is testing some new concepts at the new Berkeley location, including a designated space and table in the specialty food section where certified cheese professionals will be on hand to cut cheese fresh from the wheel to customers’ specifications.

“Many delicate cheeses are better cut the day they are eaten,” said Tantarelli. Up to 90% of the cheeses come from Northern California.

Other features of the store are a full-service butcher, a bakery that will be making 10 breads from scratch daily, homebrew supplies, a craft pizza bar, a Paleo cold bar, and a sophisticated bulk-bin section.

The fresh juice bar has been given a Berkeley flavor — servers are mixing “mocktails” using ingredients from the locally situated Shrub & Co. Its drinks are made from organic fruit, sugar, vinegar and aromatics.

juice bar in whole foods gilman on opening day photo neil mishalov
The fresh juice bar at the new Whole Foods on opening day. Photo: Neil Mishalov

The new store has given Andronico’s an incentive to make improvements at its Solano Avenue store and to invest in a high-profile billboard campaign as the retailer reminds Berkeley shoppers that it has a long history in the area dating back to 1929.

Renwood Opportunities Fund, Andronico’s owner since its bankruptcy in 2011, is giving all five of its stores facelifts by mid-2015. It has two in Berkeley, and three others: in San Anselmo, Los Altos and San Francisco. (Update, Nov. 5: Andronico’s said it spent around $1 million on the Solano store improvements and plans to spend several million more for all the other stores in 2015.) Two years ago it unveiled a revamped store in Berkeley’s Gourmet Ghetto.

“We will be doing things like putting in new bakeries, new salad bars, hot food bars. We are really trying to clean them up. We are also revamping the stores’ catering departments,” said the food retailer’s spokeswoman.

“Andronico’s is only in the Bay Area, so it is completely local,” she said. “We are hoping that people in Berkeley won’t change stores,” she added.

Andronico’s is particularly proud of the food it stocks from local producers, she said.

“Andronico’s bends over backwards to make sure that it is opening the door to local companies. We carry hundreds of small producers. And we will allow for a lot of flexibility.”

Andronico’s staff is unionized unlike Whole Foods, she added.

Beer section Whole Foods Gilman Photo- Emilie Raguso
The beer section at the newly opened Berkeley Whole Foods. Photo: Emilie Raguso

Whole Foods Gilman said 85% of its produce is from California. It also has a section dedicated to hyperlocal food purveyors, including Baia Pasta, which is in Jack London Square, Oakland’s Sosu sauces, Emeryville’s INNA Jam, and San Francisco’s Omnivore Salt. Some of the products are made literally a stone’s throw from Whole Foods’ doorstep, such as Fra’ Mani‘s charcuterie, produce from Local Greens, drinks from Shrub & Co, and muffins from Muffin Revolution, the latter two being based at the Berkeley Kitchens incubator at 2701 Eighth St.

Asked whether the store will address local crime problems and traffic congestion, Tantarelli said the business is working to improve the area in collaboration with the community.

“We will have security at the store for the safety of customers and team members. We have also been working with the police department, requesting more frequent patrols of the neighborhood. We are also discussing options with University Village [in Albany] for increased security,” she said.

bulk bins at whole foods gilman photo emilie raguso
Bulk bins at the Whole Foods on Gilman. Photo: Emilie Raguso

The food retailer has been welcomed by at least one major nearby business. Outdoor outfitter REI on San Pablo Avenue routinely works to build connections with the local community. With the stores being so close, this will increase, said Brad Bostrum, REI’s market manager of outdoor programs and outreach.

“For us it’s fantastic. REI and Whole Foods are very like-minded companies. Even on our strategies with best customer service,” he said.

Is he worried about Whole Foods customers encroaching on REI car parking spaces? “We are more interested in how its arrival can affect the community in a positive way,” said Bostrom. “We expect a lot of our customers will overlap — for example people will grab a snack at Whole Foods before shopping at REI.”

Bostrom said he is personally excited about the early-morning coffee that will be on offer.

Allegro Coffee Roasters interior. Photo- Emilie Raguso
Allegro Coffee Roasters at the new Whole Foods opens at 6 a.m daily. Photo: Emilie Raguso

As for Berkeley residents, they appear keen to give the retailer a try.

Neil Mishalov, who took some of the photos included in this story, lives a 7-minute walk from the new store. “It’s fabulous. I am just delighted to have such a great food store within such a short distance from my home,” he said after visiting on opening day.

Mercelle Carlson, a local mother of two and an enthusiastic foodie, said she would be visiting Whole Foods for its wine and cheese department as well as for its café.

With a 2-year-old and a little girl in elementary school, Carlson is often looking to pick up a few things after school drop-off in the morning. She is frustrated by retailers like Berkeley Bowl and Monterey Market, which don’t open until 9 a.m.

“You try sitting in a café with a 2-year-old waiting until 9 a.m. for the stores to open,” she said. “At the moment, this earlier opening definitely give Whole Foods a competitive edge. The early bird gets the worm.”

She hopes Whole Foods’ hours will prompt some other local food retailers to change their opening times.

deli counter at whole foods gilman on opening day photo neil mishalov
The deli counter at Whole Foods Gilman on opening day. Photo Neil Mishalov

But Diane Yasuda, co-owner with husband Glenn of the much-loved Berkeley Bowl, said the Berkeley Bowl stores wouldn’t be doing anything any different.

“We will do what we do now. We will not be changing the hours at this point. There is business in food for everybody. We are so busy, more hours would be too much,” she said.

Berkeley Bowl is hiring at the moment with a number of long-term employees retiring. The food retailer is also looking at ways of expanding its organic produce sections due to customer demand, said Yasuda.

The Berkeley Bowl owner said she thought Monterey Market might feel the competition from the new Whole Foods store.

“It will help the area,” she added.

The Natural Grocery Company is another local retailer watching Whole Foods’ arrival closely.

“The Berkeley store will be affected by the new Whole Foods market but I still think it is a great thing if Whole Foods is actually selling organic natural food,” said Pierre Jones, store manager of The Natural Grocery Company in El Cerrito, which also has a store on Gilman Street in Westbrae. Natural Grocery prides itself on its organic offerings, especially its fresh-produce department.

Tantarelli said at this time of year the fresh produce section at Whole Foods is 65% organic. On average, about 50% of the products it carries at any given time are organic store-wide. Whole Foods Market is a USDA certified organic grocer.

Pizza bar at whole foods gilman photo neil mishalov
The pizza bar at the newly opened Whole Foods in West Berkeley. Photo: Neil Mishalov

Allegro Coffee to open at new Berkeley Whole Foods (10.24.14) 
West Berkeley Phil Coffee now officially open (07.29.14) 
West Berkeley Whole Foods to open Nov. 4 (9.22.14)
Farm Burger, Soccer Pro, Road Runner Sports to Berkeley (02.28.14)
Whole Foods confirms it will open second Berkeley store (02.13.13)
Andronico’s unveils rejuvenated Gourmet Ghetto store (11.09.12)
Whole Foods likely to open second store in Berkeley (11.21.12)
Revamped Safeway opens in heart of Gourmet Ghetto (10.05.12)
Gilman Village: a Berkeley shopping area in transition (02.09.11)

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