Farm Meet Table
Whole Foods customers want to know where their food comes from, and they care about what happens to it along the way. At the flagship Avalon store, a dynamic wall experience closes the gap between farm and table.
At every Whole Foods location, there is a visible effort to connect shoppers to the real people who provide the food they eat. Sure, they can read about the local farmers, fishers & ranchers who stock the shelves, but what if we could enable a more human connection? We built the café wall to do just that. Farm, meet table.
Introducing shoppers to their local farmers lets them get up close and personal with the origins of their food. Each window offers a glimpse into the life of a provider, revealing authentic moments from their Instagram feed. Customers can see what life is like on the farm and learn how farmers care for the goodness on our tables.
Shoppers, in turn, can post to the wall, sharing their own creations made from each provider’s harvest. This living social wall completes the cycle—from farm to table and back again—and sparks a new kind of dialogue between the two.
Since its debut, the Café Wall has introduced thousands of Avalon shoppers to the real people behind the products. We’ve helped shoppers to care about not just where their food comes from but also who provides it, finally forging real, human relationships both within the store and beyond.