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| Tuesday, July 03, 2007 |
Green Market: Return to Eden
From our July/August 2007 issue. This article is part of our larger package, the AJL Green List.
I am not ashamed to say that I know nothing about organic foods. I couldn’t tell you which all-natural toothpaste to buy (or what you could gain from a wormwood supplement for that matter). But what I can tell you is that Return to Eden, a family owned Atlanta health food store, doesn’t just sell organic food. Jodi Wittenberg, who owns and runs the welcoming institution with her husband Josh, brings a unique concern to her work that is an ever-growing source of inspiration to stores of a similar nature.
“The market for organic foods has become more focused on business than on integrity,” says Jodi as she sips an all-natural soda. “Most businesses are simply recognizing the trend in organic foods.” Return to Eden however, strives to be “a pillar of education and knowledge” about the health food world. Whether it be by hosting unique “Kosher Tours” — a way for observant Jews to have familiarity with kosher organic foods — or giving away free samples at community events and health fairs, Return to Eden ensures that people are fully aware of a healthier lifestyle.
But it was not always easy to cater to every customer. “Fifteen years ago, when the store began, we had a different idea of health food and had no background in retail,” Jodi recalls. “We were thrown into a new world of food.” Starting out, they only had strictly vegetarian products on their shelves, or would often have to send customers to Whole Foods, their main competitor, for certain products.
After learning the ropes they now offer more products (kosher sushi, anyone?) and information to the public both through their showroom and their elaborate website. What really made the difference though was incorporating a holistic approach to health in the home. By making natural and organic products a part of their own life they now have a greater understanding of proper health. Jodi converted her entire house so that it would be chemical free, and every water source is run through a filter.
As far as human impact on the environment Jodi’s outlook is biblical. “The Torah lays down a number of agricultural laws that say how to take care of the land.”
Jodi’s success comes from tying together all aspects of her lives — her family, her work, and her Judaism. Living her life one day at a time which, according to her, “is a great philosophy — period,” Jodi grows with her family and co-workers to make the world a healthier place to live. Now if I could just remember where I put my wormwood.
This article is part of our larger package, the AJL Green List.
-- Text by Yoni Kaplan / Photo by Helen Herbst
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