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.
Never miss a local story.
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.