George Grace was development and operations director for Fresh & Wild (subsequently bought and rebranded by Whole Foods) upon its opening in the UK as a pioneering and unique community natural and organic foods market. As director of development he led the opening of their first store in Camden, London and oversaw the purchase and integration of two further food outlets in Old Street and Wesbourne Grove.
'if this is the future - the future is awesome'
- Time Out review, January 1999
Fresh and Wild immediately became the dynamic leader in the quality food business in London with a mission to set the standard of excellence for food retailers however the mission was to reach beyond just being a food retailer with success measured in terms of customer satisfaction, employee happiness, awareness of impact on the environment, and local community support.
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