SUCCESS STORY: 55 years of providing customers with fresh, safe, nutritionally sound organic food and environmentally-friendly products is a remarkable achievement. Princeton’s Whole Earth Center continues to offer healthy choices and helpful information every day. Shown, from left, are deli manager Carmina De Leon, perishables manager Jervis Doctor, and produce manager Bona Thiel.

By Jean Stratton

Fifty-five years and still going strong!

This is the story of Princeton’s Whole Earth Center.

Indeed, its remarkable journey began 55 years ago, when a group of concerned citizens decided to take action. So, on the original Earth Day, April 22, 1970. Barbara Parmet, Hella McVay, Florence Falk, Margot Sutherland, and Susanna Waterman founded The Whole Earth Center.

It has been an extraordinarily successful venture, and all the while focusing on a very worthy mission. Helping the environment and helping to provide people with healthy and safe food has been the priority from the beginning.

Located at 360 Nassau Street, the not-for-profit organization is operated by a non-salaried five-member board of trustees, and full- and part-time paid staff of 65. Enormously popular, it has become the “go-to” gathering place for the community.

Long-term Relationships

“We have long-term relationships with customers,” points out general manager Jennifer Murray, who has been with Whole Earth since the late 1980s. “So many are regular customers and are also generational. We are seeing sons and daughters of our original customers. We have really established enduring friendships.

“In addition, there is longevity with our staff, and they are multi-cultural, so there is lots of input regarding food and different cuisines.”

President of the board of trustees Laura Huntsman agrees, adding, “There is an unspoken bond that exists among our customers, staff, and management team, board, and the community. I think it is similar to the bond within a dedicated ensemble cast of a wonderful stage production who have all grown together as a family, over time, and where each member plays a very important role. For many people, Whole Earth is a second home, where everybody knows your name, and actually cares about your health and happiness.”

Major goals from the outset included offering food and other products without chemical additives or preservatives, bulk food free of excess packaging, and providing information on environmental and agricultural issues. These goals have only become stronger as the years have passed, and as new customers of all ages have been drawn to Whole Earth’s priorities.

A full service grocery store, Whole Earth provides everything from local honey to organic produce to 100 percent grass fed beef, free range chicken, specially milled flour, homeopathic remedies, and natural cosmetics.

It also has a thriving bakery and vegetarian deli, both for takeout and indoor dining at Whole Earth’s informal cozy cafe.

FRESH AND NATURAL: Locally sourced organic produce at The Whole Earth Center is fresh and flavorful and a favorite of customers. Produce coordinator Erik Merino is shown in the produce department, one of the largest and most popular sections in the store.

Healthier Options

Store manager and wellness department buyer Audrey Braam has been a part of the Whole Earth team since 1987, and has watched it evolve over the years.

“I came to Whole Earth as a bread baker, and it was a pleasure to provide people with something I had prepared. It was very personal. Now, my mission continues with providing healthy vitamins and supplements and helping point people in the right direction for better health with our healthier options.”

She also points out the care and attention Whole Earth takes to provide all those healthy options.

“All of our products, whether supplements, cosmetics, grocery, frozen, or refrigerated, are carefully vetted, with regard to quality, ingredients, packaging, place of origin, and company standards. Is it a local company? Are we supporting good environmental practices by buying these products? Is the product certified organic? Are the ingredients certified non-GMO? Corn, cotton, and soy are all very high on the GMO list, and we avoid those ingredients.”

Braam reports that many paper products — such as paper towels, toilet paper, and facial tissue — in Whole Earth are tree-free, and made from bamboo.

In addition, she notes, “Our cosmetics are not tested on animals. There are no bad dyes, harsh perfumes, or preservatives. We carry certified organic lines of soaps, lotions, and face care products, also essential oils, and sun tan lotions, among others.

Steady Growth

“The wellness products have had a steady growth” Braam continues. “People are realizing that what they put on the body actually goes in the body. We also make an effort to reduce packaging with all our products.”

“We ask ‘What’s good for the earth?’” adds Jan Murray. “We try to help you live with a minimal impact on the environment.” This is reflected in every aspect of Whole Earth’s operation, even in the composting of the store’s own organic waste products, she explains.

The focus on zero waste and buying only what you need is emphasized in the bulk department. More than 300 items, with over 170 spices and herbs, as well as baking supplies, flours, grains, seeds, rice, nut butters, beans, condiments, coffee, tea, dried fruit, and much more are all in bulk.

Here, you can buy just what you need — from a tablespoon to a tubful.

The Whole Earth bakery is a treasure, filled with low sugar items baked from scratch every day. The bakers start with organically grown whole grain flours, and then include organic sugar, local honey, maple syrup, and molasses to prepare delicious muffins, scones, cookies, cakes, cupcakes, and more.

Customers line up at the deli to sample the latest vegetarian dishes also made from scratch every day. Sandwiches, salads, soups, and hot entrees tempt the taste buds, with the popular egg salad, Colby cheese melt sandwiches, and veggie burgers all favorites.

Full Selection

In addition to the fresh produce, grass fed beef, free range chicken, and organic dairy, Whole Earth has a full selection of packaged goods and frozen items. The packaged goods contain no artificial flavors, colors, preservatives, or sweeteners. Items made with bromated or bleached flours, high fructose corn syrup, trans fats, or artificial fats are not carried.

The frozen aisle features individual and family-style meals, pizza, pot pies, breads, waffles, and bent spoon ice cream by the pint.

A full selection of environmentally-friendly cleaning supplies, including laundry soaps, dish soaps, all-purpose cleaners, etc., are all available.

Dairy products offer a profusion of milk options, including from sheep, goats, and cows, as well as almond, coconut, hemp, and flax.

Eggs, yogurt, and small farm artisanal cheeses are obtained from local producers. The focus on dairy is grass-fed, antibiotic- and hormone-free products.

Whole Earth has a tradition of partnering with small producers, points out Murray. “We carry a selection of products from local producers such as Sourland Bakery in Hopewell, whose bread we have on Sunday. We also have Bread & Culture’s bread from Flemington available on Friday.

“In addition, Kai’s Natural Skincare Collection from Trenton is another popular product.”

Community Focus

Seasonal items — such as seedlings, soil, and seeds for vegetables, herbs, and flowers —are available from mid-April to mid-May, and compost and worm products for the garden are also in stock.

A community focus has been an essential part of Whole Earth’s operation from its earliest days. It has a history of working with local businesses, nonprofits, and community institutions to promote biking, environmental education, and hunger relief.

As Murray explains, “Our Random Acts of Community biking program for the last 20 years is part of this. We randomly offer a packet with gift cards from five different businesses for people who arrive on a bike. We do this five times a week as part of our program. This year, 29 businesses, plus McCarter Theatre Center and the Princeton Recreation Department, have partnered with us, and have contributed gift cards. It’s a really nice surprise with incredible gifts for people.”

The idea of community is also key to Huntsman. “Whole Earth benefits so many different communities,” she observes. “The community of New Jersey shoppers who seek healthy organic food to eat and healthy products to use. The community of people who care deeply about our planet, our state, and our local environmental issues. A community of local businesses who have bonded together, and with which we partner and support. The community of organic New Jersey farmers, whom we support and purchase our goods from; communities of environmentally active Princeton University students, and other university students whom we support. The list of ‘communities’ who benefit from Whole Earth’s existence is long!”

Great Time

College student and Princeton resident Luisa Boekelmann a former Whole Earth employee, agrees. “I love how Whole Earth values and cares for the community,” she says. “I like so much about it: their focus on healthy and local foods and how they promote environmental sustainability. I had a great time there!”

In addition, Whole Earth is involved in the Princeton schools’ Edible Gardens program, as well as sponsoring the Environmental film festival at the Princeton Public Library.

Educating the public is important to Whole Earth, and it offers a monthly newsletter on its website, providing important information on environmental issues, and alerting the public to actions they can take.

“We are one of the oldest organic environmentally-friendly stores in the country, and the only one in Princeton,” points out Murray. “We also have a relationship with INFRA, which includes more than 300 nationwide independently owned natural food stores. We all come together to share ideas and information.”

Whole Earth’s products are conveniently arranged and clearly marked for easy shopping. In addition, keeping prices affordable is a priority, and special sales are regularly held. As Murray reports, “With our everyday price program, we can offer lower cost organic products. We have everyday specials and also monthly sales. Also, our bulk department offers real affordability.

“In addition, one of our goals has been to raise money for environmental organizations. We emphasize giving, and because people shop with us, we can afford to donate to environmentally-focused organizations.”

A Passion For It

Whole Earth’s ability to support the environment in so many ways is of major importance, she adds.

“I love it that we are able to support the environment by giving people healthy food and healthy ingredients for people who like to cook. Our work requires a lot of energy. Finding new products and getting everything done is ongoing. You have to have a passion for it!”

Braam agrees, explaining, “It also requires flexibility and readiness to adapt to changing conditions. We are so proud and happy to be there for all the people who rely on us, and we are constantly evolving.”

And ultimately, it is all about teamwork. The Whole Earth Center is a team, a smoothly functioning organization, filled with individuals who share a commitment for healthy food, a healthy environment, and providing customers with educational information supporting these goals. This has been its mission from the beginning, starting on that first Earth Day long ago, and it has continued without interruption to this day, and surely will into the future.

As Huntsman states, “We plan on surviving whatever is next, going forward through thick and thin. I hope for a very successful future.”

Whole Earth is open Monday through Friday 8 a.m. to 7:30 p.m., Saturday 8 a.m. to 7 p.m., and Sunday 9 a.m. to 6 p.m. For further information, call (609) 924-7429. Visit the website at wholeearthcenter.com.