What is the Erewhon Market and why is it so expensive?

Would you pay $20 for a liter of raw milk? Or $14 for a jar of organic granola? If you’re ready to splurge, look no further than Erewhon Market. Founded in 1966, this upscale grocery store offers organic health foods, Paleo-friendly snacks, and prepared meals to suit every taste. Plus, it’s one of the places in Los Angeles where you’re likely to see celebrities. The luxury store currently has locations in Venice, Beverly Hills, Santa Monica, Pasadena, and other upscale areas, but you can also order online.

But as we all know, if something sounds too good to be true, it probably is. While Erewhon Market seems like a paradise for foodies and health enthusiasts, its prices are prohibitive for the average person. Its co-founder Tony Antoci is well aware of this aspect. “It doesn’t bother me because it’s true. We cater to the affluent,” he told The Hollywood Reporter, adding that raw ingredients and high-quality food in general come at a high price.

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Erewhon Market has secured its place as a luxury health store

Erewhon Market began as a small food stand in Boston selling organic and macrobiotic foods. Its founders, Aveline and Michio Kushi, were followers of George Ohsawa, the inventor of the macrobiotic diet, which is based on whole grains, vegan organic foods, and local and seasonal fruits and vegetables. Inspired by the macrobiotic movement, the Kushis moved to LA in 1968 and opened the first Erewhon store. The couple reportedly claimed that macrobiotic foods could cure cancer, acquired immune deficiency syndrome (AIDS), and other diseases.

The store was acquired by Tony Antoci and his wife Josephine in 2011. Tony grew up in the grocery business and saw the potential of Erewhon Market. The business was generating around $180,000 a week at the time, but has grown significantly since then, according to The Hollywood Reporter. “Today, our store’s average sales are $900,000 (per week),” he told the media outlet. Josephine added, “We didn’t build our business by being the most expensive or catering to celebrities. It’s grown very organically, which is beautiful.”

Fast forward to 2024 and the Erewhon Market has 10 locations, each with a different atmosphere. The Palisades Market appeals to families, while the Venice Market has more of a holiday vibe. Visitors also have access to a cafe, tonic bar and other amenities such as delivery and catering services.

Shopping at Erewhon Market is a luxurious experience

Today, Erewhon Market is a certified organic retailer that offers premium products, from eco-friendly cosmetics and cleaning solutions to organic produce. None of its foods contain processed sugar, corn syrup or artificial flavors. For example, the Ucayali 70% Dark Chocolate Bar is made with cacao beans, organic cacao butter and organic cane sugar. The downside is that you’ll pay $16.99 for just over 2 ounces. For comparison, Trader Joe’s Organic Dark Chocolate Bar, which contains 73% cacao, costs just $1.99 per 3½ ounces.

The fact that Erewhon offers organic and specialty products justifies the prices to some extent. However, many other stores offer similar goods cheaper. Another explanation is that Erewhon appeals to the rich and famous. The New York Times called it “the unofficial hangout for the young, beautiful and bored.”

If you pass by, you might see celebrities like Andrew Garfield, Brooklyn Beckham, Kourtney Kardashian or Cara Delevingne shopping. Like the New York Times, Vogue says Erewhon is “Hollywood’s favorite wellness spot.”

And last but not least, many consumers associate higher prices with better quality. Simply put, more expensive products are perceived as more valuable. In this context, shopping at Erewhon Market can feel like an exclusive experience that allows the company to reach an upscale audience. However, you can still find products at reasonable prices depending on what you’re looking for. You can also get a membership with Erewhon to get cashback, monthly discounts, and other perks.

Read the original article on Daily Meal.