Grocerants can capitalize on Whole30, a popular eating plan (it’s not a diet) that’s approaching 600,000 likes on Facebook, has sold over 1 million copies of its flagship book, and has millions of website visitors each month.

This growing market of healthy-eating enthusiasts may stick with the 30-day eating plan only if meal preparation is simplified and streamlined for them. Thousands of readers reviewed Whole30: The 30-Day Guide to Total Health and Food Freedom, The Whole30 Cookbook and their predecessor book It Starts With Food on Amazon; their comments indicate a program that can be effective if people adhere to its restrictions. The authors claim “96% of participants lose weight and improve their body composition without counting or restricting calories.”


The program requires people to eliminate added sugar in its many forms and sugar substitutes, as well as grains, dairy, legumes, gluten, baked goods and junk foods, carrageenan, MSG and added sulfites for 30 days to identify their food sensitivities, reset metabolism, and reduce or eliminate cravings for sugars and carbohydrates. Many kinds of meat, seafood, fruits and vegetables are fine to eat. While many readers repeat the 30-day program over and over again, others find food package labels are hard to parse and meal prep is time-consuming.


So grocerants that do the hard work of ingredient sourcing and meal prep in a transparent way could thrive by attracting regular ongoing visits from motivated healthy eaters. Make it simple to stay on the program - and customers may soon credit you for helping them lose weight, sleep better, conquer cravings and become more energetic.
Grocerant chefs have a head start on this initiative. The Whole30 Cookbook includes 150 recipes for eggs, red meat, pork, poultry, fish and shellfish, sides, dressings and sauces. A combination of menus, signs and social media outreach could turn your grocerants into Whole30 destinations.