Then it slowly began making changes, such as adding its discount line, 365 Everyday Value, switching the beef selection to Hearst Ranch and adding a beer and wine section.
On Wednesday, the natural and organic food store officially unveiled its new name — and kicked off a celebration that lasts through Sunday with giveaways, holiday crafts, live music, wine tasting and food samples from Central Coast suppliers.
Looking ahead, the local store still plans a décor remodel with new painting and lighting, for example, said Hilary Maler, an associate marketing coordinator for Whole Foods.
The store employs 173 people, full and part time, including 133 who used to work at New Frontiers, she said. Following company policy, the local store will give 5 percent of net sales on two days a year to charity.