ORGANIC Whole Foods has officially opened its second location in Jamaica with the goal of promoting healthier food alternatives and catering to a diverse range of dietary needs. The new store, located at 34 Upper Waterloo Road, seeks to offer affordable options while emphasizing a commitment to wellness.

“We keep health simple. This is part of our motto. It’s not about making big changes; it’s about starting with small steps. By changing the one thing you eat the most and making sure it’s the cleanest option available.” Abbi-Gaye Phillipps, co-founder and general manager, shared the store’s philosophy during the grand opening.

Founded in 2022, the first Organica store opened at Orchid Village Plaza. The Phillipps family, with backgrounds in engineering and technology, have long prioritized healthy eating and describe their wellness journey as family-inspired, especially after becoming parents. This shift has led them to prioritize nutritious, homemade food options and expand their offerings to meet Jamaica’s growing demand for healthier choices.

“We would make all our food from scratch. Like, you know, all foods from scratch, we read the labels and we just wanted to make sure they had more nutritional options,” Abbi-Gaye said.

While Jamaica has deep agricultural roots, the founders note that the culinary landscape is evolving. Growing consumer preferences for specialized products have created a demand among fitness enthusiasts, health advocates and people with dietary restrictions. The COVID-19 pandemic has further accelerated this trend, increasing the appetite for healthier choices. In particular, sales of fermented foods – known for their gut health benefits – have increased at Organica.

“People are becoming more aware and we are in an educational campaign with all our partners. They (Jamaicans) want to do better and they need better options and we are here to provide them,” said Abbi-Gaye while speaking to Jamaica Observer.

Organica’s founders describe their entry into the wellness industry as easy, driven by a strong sense of purpose and a focus on meeting consumer needs. They noted that while the health food sector itself posed few barriers, they faced the usual challenges of balancing time and priorities. However, their passion for wellness combined with a skilled team and knowledgeable advisors have allowed them to overcome these obstacles.

The new location, approximately 1,500 square meters, was established in response to customer requests for more accessible shopping experiences, offering customers ample space to browse and shop comfortably. Organica offers over 7,000 products, with over 2,000 adapted to specialized dietary needs. The store often works with doctors and naturopaths to help customers find appropriate products based on recommended lists and dietary restrictions.

“We want to offer our customers healthy alternatives that include options for those with dietary restrictions,” explained Krishna Phillipps, director and owner. “Whether you have celiac disease and need gluten-free products, or follow a vegan or vegetarian diet, we have options for you,” added Abbi-Gaye.

Organica is also looking to expand further, with potential plans for additional locations in Jamaica and the Caribbean. The company recently launched its website and membership program, offering new members a 10% discount on their next purchase in November. In addition, Organica has launched its loyalty program and plans to introduce e-commerce options.