Let’s take a quick trip to Los Angeles’ bourgeois-hip Silver Lake neighborhood, where more than a few residents are up in arms over Whole Foods’ recent decision to not go through with a planned full-service Whole Foods but rather to build the first store in the chain’s new line of budget outlets aimed at millennials, 365 by Whole Foods Market. “Whole Foods! We want the REAL thing,” reads a Care2 petition recently posted by neighborhood resident and music executive Dawn White. “People in this neighborhood are desperate for a local high end market with the best quality foods, which are often not the 365 brand,” White wrote. Online, commenters began to call the proposed store “Half Foods.”
What is behind this reaction?
Silver Lake is not the first nor likely the last enclave where residents are literally begging for a Whole Foods. Online petitions asking for stores frequently read like crosses between market research reports, sales pitches, and letters from spurned would-be lovers. “Between the families, the young professionals, long-time residents and university students in the neighborhood, we have more than enough demand to satisfy Whole Foods,” went one 2013 plea out of Washington, D.C. As for White, her missive told the organic superstore that it was “wholly wrong” about who lived in the neighborhood. “Residents of this neighborhood can afford this,” she added.
In a world where all too many people define themselves by what they can afford to purchase and do actually buy, Whole Foods gives the sort of person David Brooks so memorably labeled bobos, short for bourgeois bohemians, validation, not to mention a bit of convenience in a busy life. It endorses that decision to drop more than $800,000 on a tiny two-bedroom Spanish or craftsman bungalow with a Viking stove or a Brooklyn brownstone that’s located near a Superfund site. A local Whole Foods is a stamp of approval from the United States’ greater corporate culture, but one that at the same time allows the people who crave it to still believe they remain just a bit outside the mainstream.
Up and coming or hip or gentrifying neighborhoods are interesting places. On one hand, they want to live on the edge with lots of cultural opportunities and relatively cheap housing. They don’t want to be conventional, typically associated with higher incomes and less nightlife. They want to be authentic, gritty, and real. On the other hand, they often want to have some markers of their success as well as amenities. This could come in the form of Starbucks, rising housing values, or even grocery stores. The presence of these upscale places or items hints at the wealth in the neighborhood and suggests it is a place worth investing in.
But, these two competing forces are difficult to reconcile. Is having a Whole Foods hip? What kind of people shop there as opposed to those who shop at budget grocery stores? Do national retail chains hint at rising land values, eventually putting pressure on lower-income residents to move? There are likely more neighborhood discussions to come as residents try to exert their influence in the direction they would like their community to go.