Artisan for Artisan's Sake

Joe Rocco

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Whole Foods Market

1400 Glades Road
Boca Raton, FL 33431

Category: Retail

Region: Boca Raton

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• Montebello
• Industries
• Retail Trade
• Grocery Stores
• Food and Beverage Retailers

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I know there's something contradictory about a supermarket chain endorsing artisanal products. By definition, artisanal goods are handmade, minuscule-scale production items. But since Whole Foods Market (1400 B Glades Rd., Boca Raton, 561-447-0000) has always been committed to providing the general public with organic goods and quality produce, I suppose it's really not such a stretch for them to introduce a new product line, AFA Authentic Food Artisan, that comprises small-batch, organic comestibles such as Montebello pasta, Lorenzi balsamic vinegar, and Acquerello carnaroli rice. Each product gets the Whole Foods stamp of approval in the form of an AFA seal. Will it get yours? Decide for yourself -- the market's doing a tasting on Saturday, March 22, from noon till 3 p.m., and again on March 29. After all, when it comes to artisanal goods, once is never enough.