Upscale and healthy grocer Whole Foods (NASDAQ:WFM) announced plans to open its own resort.
The resort — which the company hopes to open within three years — will be for people who want to vacation while they learn the benefits of a healthier lifestyle, reports USA Today.
The goal is to open the Whole Foods Resort somewhere in the Austin, Texas, area near the company’s current headquarters. If the effort is successful — and if the right hotel chain can be found to manage the property — other resorts are planned around the country.
The focus at the resort will be on healthy eating and living. By making guests more aware of how their choices can effect their weight, cholesterol and blood pressure, the chain hopes to make healthy living a premium destination experience.
But will people come to a resort focused on eating better?
“It’s an experiment, and you never know if experiments will be successful or not,” said John Mackey, co-founder of Whole Foods.