Organic retailer launches sustainable food and tourism programme

Wholefoods "The Way Travel Should Taste" set to give active foodies have a new way to connect with worldwide cultures and food traditions

Itineraries include:

• Local guides (when possible)
• Exclusive interaction with native farmers, chefs/restaurants, wineries and/or cheese makers
• Active itineraries: walking, hiking or cycling as a main means of exploring the destination
• Excursions to indigenous food festivals, visually-striking landscapes and/or historically significant sites
• Overnights in unique accommodations (locally-owned hotels, when possible)
• A focus on forging real connections and long-term friendships with fellow guests and local residents in each destination

Says Wholefoods "Levels of exertion and food experiences vary, but all itineraries are designed to support local communities, respect the environment and encourage travelers to interact with one another and the destination’s food producers."

"We’re all about authentic experiences and rich cultural connections," said Kathy Dragon, executive director of Whole Journeys. "Why we travel, where we travel, what we do and who we meet while we are there, and how we share the experiences when we return home, can affect positive change in the world. Guests come away from their trips with a wider worldview and, hopefully, a deeper appreciation for global diversity."

Itineraries run from five days to two weeks. Most trips accommodate a maximum of 16 guests. Pricing is competitive, usually between $3,000 and $4,500. Travelers book their own airfare; guides, visits, hotels and most meals are included. Programs can also be customized for private groups with a focus on a specific interest or region based on the company’s network of trusted guides and producers. 2013 itineraries currently available for booking include:

• The Savory Trails of Tuscany, Italy – A Food Lover’s Journey on Foot
• Tuscan Farm to Table, Italy – The Taste of Tradition
• La Dolce Dolomites, Italy – Hiking at Its Peak, Tasting to Perfection
• Savor the Salmon River, Idaho, USA – Epicurean adventure along the main salmon river, in partnership with O.A.R.S.
• Ancient Tea & Horse Route, China – Ceremonies & Culture in a Cup
• Toscana in Bicicletta, Italy – Epicurean Tuscany by Bike
• Create the Taste of Tuscany, Italy – Cooking by the Fireside "La Cucina al Focolare"

Valere Tjolle

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