About Us

WFM is a full-service media company run by Wainer’s Finest Communications. The company’s flagship product is WholeFoods Magazine, a national, monthly trade magazine that has been published continuously for more than 35 years (since 1984 by Wainer Finest Communications), making it the longest-tenured media outlet of its kind in the natural products industry.

Click to read more about the magazine’s history!

The editorial focus at WFM is, and always has been, on informing and educating about how to improve your businesses and take advantage of emerging opportunities both within the industry and in the world at large. In addition to WholeFoods Magazine, WFM educates 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 also feature the ever-popular What’s Selling column. We have special opportunities like Product Profiles in print and many more online. Special issues throughout the year 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 (November) and Natural Products Person of the Year (December).

WholeFoods Magazine’s print circulation is audited by BPA Worldwide. As of June 2021 BPA Brand Report:

  • Reaching in print: 14,029 BPA-qualified subscribers
  • Reaching digitally: 17,686
  • Total audience: 31,715

Visitors to WholeFoodsMagazine.com

  • Average Monthly Pageviews: 77,902
  • Average Monthy Sessions: 57,239
  • Average Monthly Users: 47,707

We will gladly send you our current BPA printed statement upon request. Please contact:

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

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.