Home » About Us

About Us

WholeFoods Magazine is a full-service media company run by Wainer’s Finest Communications. The company’s flagship product is WholeFoods Magazine. This national business-to-business magazine has been published continuously for 40 years (the magazine was founded in 1977, and has been owned by Wainer Finest Communications since 1984). It is the longest-tenured media outlet of its kind in the natural products industry.

1902Wainer-Family (1).jpeg — **Click to read more about the magazine’s history!**

The editorial focus at WholeFoods Magazine is, and always has been, on informing & educating.

We focus on how to improve your business and take advantage of emerging opportunities within the industry and the world at large. In addition to WholeFoods Magazine, we educate through The Natural View podcast, video productions, web exclusives on www.WholeFoodsMagazine, and more.

Every issue of the print magazine includes feature-length articles covering hot, new product categories. In addition, every issue offers coverage of new products, industry news, insights by experienced editors and respected columnists such as merchandising consultant Jay Jacobowitz and attorney Scott Tips, and service departments, including a Tip of the Month, specific attention to both Grocery and Supplier News and Products, and dedicated articles dealing with the natural food, dietary supplement and health and beauty sectors.

Each month, we feature the ever-popular What’s Selling column. We have special opportunities like Product Profiles in print and many more online. Special issues include the Annual Retail Survey (March) representing original research conducted by the WholeFoods staff, Natural Choice Awards (April), the industry’s foremost Source Directory (May), Retailer of the Year (September) and Natural Products Person of the Year (December).

WholeFoods Magazine Staff

Howard V. Wainer, President
Heather M. Wainer, Publisher/Chief Business Officer
Maggie Jaqua, Content Director
Richard Ortega, Associate Editor
Rebecca Viscomi, Mulitmedia Editor
Allan Pierre, Executive Assistant
Imara Iqbal, Creative Director/Production Manager
Todd Berger, Director of Sales
James D. Ciuffreda, Controller/Office Manager

WholeFoods Magazine’s print circulation: 13,015

WholeFoods Magazine’s e-newletter circulation: 14,177

Visitors to WholeFoodsMagazine.com:

Average Monthly Pageviews: 58,610

Average Monthly Sessions: 43,083

Average Monthly Users: 34,833

What Leading Industry Companies Are Saying About WholeFoods Magazine

"The Team at WholeFoods Magazine is one of the best in the industry. The magazine and website reach a broad industry audience. While AIDP is an ingredient supplier and primarily B2B, I like that WholeFoods reaches retailers. It is unique compared to other media industry outlets. Heather and her team are very well organized, professional and creative. AIDP has done business with WholeFoods Magazine for decades. It has helped to launch brands and establish AIDP. Finally, working with Heather is like having a good friend. She is a pleasure, very positive and just fun to be with." —Kathy Lund, Vice President, Marketing, AIDP

“We have been advertising in WholeFoods Magazine since their inception and have always found their results exceed other avenues. Howie and for many years now, Heather Wainer, always have their pulse on the industry. I appreciate their articles and especially the yearly state of the industry. I think this is one of the reasons people see our ads and respond. And, they have ventured out into new avenues to reach the natural foods industry, which ultimately reaches the consumer. Furthermore, even though we only see Heather and her staff a couple of times a year at trade shows and sometimes in between, we maintain regular communication and have developed a family friendship. And in this era of sterile texting and emailing, it is refreshing to have real, qualified humans to work with!” — Paul Licata, President, World Organic Corp and Licata Enterprises

“At Bio Nutrition, Inc., we have had the pleasure of partnering with WholeFoods Magazine for our marketing initiatives, and the results have been exceptional. WholeFoods Magazine has consistently provided us with a platform that not only aligns with our brand’s mission but also helps us reach the right audience effectively. Their team’s deep understanding of the natural health market and their commitment to excellence have been instrumental in driving our brand’s visibility and credibility. The marketing solutions they offer are tailored to our needs, and the impact on our business has been signifi cant. We are incredibly pleased with the results of our collaboration and value the strong relationship we’ve built with WholeFoods Magazine. We look forward to continuing this partnership and exploring new opportunities together.” — Steve Myers, President, Bio Nutrition, Inc.

“We love working with WholeFoods Magazine! NOW has had a longstanding relationship with WFM that we look forward to continuing in the future. Heather and the team are great partners and they listen to our needs to suggest innovative solutions that will help support our business goals. They always send timely reports on metrics related to our campaigns, which is appreciated.” —Amber Cerda, Director of Marketing, NOW

“Working with the team at WholeFoods Magazine is accessible and easy. Their entire team is consistently outstanding, exceeding my expectations every time, and my whole team enjoys working with them. I am entirely impressed with their level of professionalism and customer service.” —Maggie McNamara, Vice President of Global Marketing, Gencor

“WholeFoods Magazine is better, more creative, and more informative than I ever remember. Congrats on staying with the times and still holding true to core values of the magazine. You should be proud.” —Jack Brown, VP of Sales & Marketing, Lily of the Desert

"WholeFoods Magazine has been an essential part of Wakunaga of America’s marketing promotions to retailers for over 30 years. In that time, we have both seen the natural products industry expand and go through many changes, along with our businesses. One thing that that remains consistent is the integrity and commitment to quality that your publication represents. It’s an honor for us to be a part of the WFM family." —Janus Baker, Marketing Brand Manager, Wakunaga of America Co., Ltd.

WholeFoods MAGAZINE has no affiliation with Whole Foods Market.

WholeFoods MAGAZINE is published by WFC, Inc.

NOTE: WholeFoods is a business-to-business media company. Information on this site should not be considered medical advice or a way to diagnose or treat any disease or illness. Always seek the advice of a medical professional before making lifestyle changes, including adding a dietary supplement to your daily regimen. WholeFoods Magazine does not endorse any specific brand or product. The opinions expressed in bylined articles and by experts quoted within articles, podcasts and other formats are not necessarily those of the publisher.

WFC, Inc.51 Cragwood Road, Suite 104,South Plainfield, NJ 07080Phone (908) 769 1160 Fax (908) 769 1171

Recommended For You

Latest Publication