Photo credit: Sabrina Rifkin

Smoothies from Erewhon sit on the counter in the market. Erewhon is known for its colorful shakes made with health foods like sea moss, collagen and even blue spirulina.

From Hailey Bieber’s Strawberry Glaze Skin Smoothie to multicolored sea moss, Erewhon seems to capture our imaginations with their luxurious health foods and wellness products. Is part of the temptation the extreme and inaccessible prices? I recently sat down with Erewhon nutritionist, Anthony Kim, and he pulled back the curtain to uncover the allure of the trendy phenomenon that is Erewhon. 

He first explained that Erewhon is a B Corporation. This is important to note because they must follow certain guidelines and regulations, like taking action against the climate crisis, to maintain this title. B Corp companies must meet high standards in social and environmental performance. 

In order to fulfill the requirements of their B Corp status, Erewhon looks for brands that grow their food sustainably, using regenerative and biodynamic farming methods. They avoid products with seed oils, GMOs and unsustainable packaging. Brands apply through the website in order to be sold at Erewhon. Kim mentioned that sometimes brands come into the store so associates can test them out and flag ones for corporate they think would do well. 

Kim told me about some brands he thought were really interesting and best embodied Erewhon’s mission to sell sustainable brands. After researching, the exorbitant price points make a little more sense as many brands in Erewhon consider expensive factors like sustainable agriculture and costly packaging. 

1. The Fullest is a wellness brand that uses the natural powers and science-backed evidence of saffron to help boost mental health. According to their website, taking just 30mg of saffron in the form of their capsules and latte powders is clinically proven to help reduce depression, anxiety, drowsiness and brain fog. This company supports Erewhon’s mission by supplying their saffron from farms that have used traditional farming methods for generations. They also test their ingredients for pesticides and herbicides using a third-party lab. 
2. Necessaire is a body lotion and soap brand that uses sustainable packaging and manufacturing methods. Necessaire is Plastic Neutral Certified through rePurpose Global, meaning they offset the same amount of plastic they produce. In order to become Plastic Neutral certified, a company must first measure their plastic footprint. They measure all plastic used in their products, packaging and during the manufacturing process. Necessaire uses glass for serum packaging and post-consumer recycled aluminum for other product packages to minimize their plastic use. Finally, the company must balance the amount of plastic they use with plastic they help remove from nature. The company funds the removal of plastic waste from heavily polluted areas. Although this definitely isn’t the entire solution to the worldwide crisis of plastic waste, companies that become Plastic Neutral Certified are taking a step in the right direction. The more companies and consumers that can learn about the impact of their purchases and products, the closer we are to creating a more environmentally conscious community and cleaner planet.

Although I don’t think I cracked the entire mystery of why Erewhon intrigues us endlessly, I do think a big part of their appeal comes from the fact that they fill their aisles with interesting and up-and-coming brands. Also, Erewhon promotes sustainable products that help fight against climate change by educating consumers about medicinal properties of plants and biodynamic farming. Showcasing unique brands definitely adds to the allure of this high-end grocer and encourages us to make thoughtful choices.

So maybe that Strawberry Glaze Skin Smoothie and rainbow sea moss are guilt-free but wildly expensive obsessions.