Wholesome Choice, a three-store independent in Southern California, is an international retailer that fills a niche in the communities it serves.
At one location in Irvine, 65% to 70% of customers are Middle Eastern or Persian, and the product mix is designed to fit their tastes. The store attracts customers from as far away as 70 miles, according to Phil Gentile, Wholesome Choice’s director of operations.
The company also operates a fourth store in Irvine called Farm Direct, which caters to the Asian community.
Photos by Liz Webber