Whole Foods launches travel venture for foodies

Whole Foods is hoping to nab a slice of the growing food tour trend.

The upscale grocer recently announced a new travel venture, Whole Journeys, which offers tours all over the world focused on food production and consumption.

Led by executive director Kathy Dragon, founder of the travel company The Dragon’s Path, Whole Journeys is targeting travelers with a passion for food and exercise.

According to a report in Skift.com, the five-day to two-week-long tours will see tourists biking and hiking through regions to meet locals and watch how food is made.

Most of the current tours take place in Europe, and cost between $3,000 and $4,500 (not including airfare). Whole Journeys says they plan to expand in North and South America. The first tours depart in April 2013.

“Initial trip offerings include bike rides through Italy, fishing trips to salmon rivers in the U.S., and a hike along the historic tea and horse caravan road in China,” notes the Skift article.