Eek!—I may have already let the cat out of the bag, but Nom Nom Paleo is joining forces with Whole Foods Market all January long to help you stick to your Paleo New Year’s resolutions!
What’s different and super exciting about this Nom Nom Paleo and Whole Foods Market partnership is that we’re not just rolling this out in select geographical regions like in the past. This time, our partnership with Whole Foods Market is expanding NATIONWIDE!
I’ve been a loyal Whole Foods Market shopper for years ’cause they make it so easy to find and buy nourishing and nomtastic food. Loyal Nomsters know that I almost never do corporate sponsorships, but I’ve partnered with Whole Foods Market for the past few years because it’s one of the strongest global brands out there that focuses on foods that make our bodies happy. I’m incredibly excited to work with them again through the month of January to help make Paleo cooking and shopping fun and effortless for everyone!
What does this partnership entail? When you wander into your neighborhood Whole Foods Market in the month of January, you’ll find my cartoon face popping up in the store in various places, guiding you to all sorts of nomtastic goodness! For example:
Shop with me!
All through January, you’ll spy helpful shelf dots highlighting some of my very favorite Nom Nom Paleo approved items in Whole Foods Market stores! It’ll be like I’m your shopping buddy, nudging you towards all the good stuff you should be putting in your cart, like Red Boat Fish Sauce, Rao’s Marinara Sauce, Coconut Secret Coconut Aminos, Vital Farms Pastured Eggs, and Wellshire Farms’ sugar-free bacon! These are items I love and buy myself and I recommend them to everyone.
So run to your Whole Foods Market store, and be on the lookout for these yellow signs with my smiling face on ’em:
For a super comprehensive shopping list, you gotta go check out my recommendations on the Whole Foods Market website about how to stock your fridge, freezer, and pantry like a boss!
Bonus: For those of you doing a Whole30, keep your eyes peeled for “Whole30 Approved” shelf dots, too. I heartily second anything and everything that Whole30 headmistress Melissa Hartwig has blessed!
Magic Mushroom Powder!
Drum roll, please… After a successful pilot launch in Whole Foods Market stores in the Northern California and Northeast stores, my favorite umami-packed seasoning salt, Nom Nom Paleo Magic Mushroom Powder, will now be available for sale at all Whole Foods Market stores throughout the country!
Scratching your head and wondering what my Magic Mushroom Powder is supposed to do? It’s the ultimate flavor booster—just use in place of salt in all of your savory dishes. As The Oregonian wrote:
Every once in a while we discover an ingredient or technique that makes us rethink everything we’ve been doing in the kitchen. That just happened with Magic Mushroom Powder. It’s a spice blend with a psychedelic-sounding name, and while it has no hallucinogenic powers, it truly is magic, adding much-desired umami to everything it touches.
These fetching little tins will be stocked at the butcher counter, but if you can’t find ’em there, check out the other sections of the store as well. (For example, my sister found them in the Asian food section at the Fort Lauderdale store!)
Of course, you can make Magic Mushroom Powder yourself by following my recipe, but face it: These tins are cute and oh-so-convenient! If you’ve been itching to try my Magic Mushroom Powder without having to roll up your sleeves, hustle on down to your local Whole Foods Market before they sell out—they’ve been known to disappear quickly, and quantities are limited!
If you’re looking for a recipe that highlights the power of my Magic Mushroom Powder, make my Magic Wings or Magic Crown Roast of Pork…and stay tuned this month for more dishes that feature my magical (and totally legal) ’shroomy goodness. You can also check out what other Nomsters are making with Magic Mushroom Powder by perusing the #magicmushroompowder tag on Instagram! (Don’t forget to label your own MMP-related pics with this hashtag, too!)
Time to get cooking!
It’s no secret that my main passion in life (besides lying on the couch and reading trashy gossip magazines) is to encourage folks to get into the kitchen. That’s why my blog, app, and cookbooks all feature easy-to-follow recipes with step-by-step photos; my aim is to demystify the cooking process, and show that even the most intimidating-looking dish is totally doable.
Whole Foods Market shares this mission of empowerment through education, which is why we’re so simpatico. After all, cooking should never feel like a chore—to be sustainable over a lifetime, home cooking has to be easy, fun, and nomtastic!
So this January, I’ve posted my genius cooking shortcuts over on the Whole Foods Market blog. If you’re not sure how to get started in the kitchen, stop what you’re doing and go check it out here!
Nom Nom Paleo Dishes in the Hot Bar!
I know, I know: Sometimes, you’re just too busy to cook, but you still want to grab something hot, nourishing, and kid-tested, right? Well, you’re in luck: When you head to the Hot Bar at your local Whole Foods Market this month, you’ll find a rotating selection of Nom Nom Paleo dishes adapted from our new cookbook, Ready or Not!
All of the recipes found at the Hot Bar are Nom Nom Paleo approved, insanely delicious, and prepared with real food ingredients. From Chicken Tinga to Pot Sticker Stir-Fry, you’ll find hearty, wholesome options that fit perfectly into your January Paleo jump-start.
So when you’re in a rush and searching for good grub for you and your family, pop into your neighborhood Whole Foods Market and run (or speed-walk, because safety first!) to the Hot Bar!
See? It’s already attracting a crowd! (And no, I didn’t pay these Whole Foods Market customers to pose for this pic—they actually swooped in to scoop up my food!)
At times like these, I look back in amazement at how far Paleo has come. I started this blog in 2010 because there were so very few Paleo-friendly recipe sites around. Remember how tough it was to find Paleo options out in the real world—or to even come across people who knew what “Paleo” meant? Now, just a few years later, Paleo is all over Whole Foods Markets across the country, gaining mainstream exposure in a big way—something I never in my wildest dreams thought would happen in such a short period of time. Pinch me, people!
I really hope you’re as excited as I am about our nationwide collaboration with Whole Foods Market. If you’re in your neighborhood store and spy anything Nom Nom Paleo-related, please snap a picture! Then, tag me in your social media posts using the hashtags #FeedYourResolution, #nomnompaleoxwholefoodsmarket, and #nomnompaleo—that way, I can see and share all the ways you’re shopping and cooking along with me!
Have you spotted me in your local Whole Foods Market? Let me know!
Looking for more recipe ideas? Head on over to my Recipe Index. You’ll also find exclusive recipes on my iPhone and iPad app, and in my cookbooks, Nom Nom Paleo: Food for Humans (Andrews McMeel Publishing 2013) and Ready or Not! (Andrews McMeel Publishing 2017)!
Kimberly says
Yayayay so cool!!! I have been hoping and hoping that you would expand to all Whole Foods! I work 2 blocks from a Whole Foods and now I will have a “go to” for lunch everyday!!!
nomnompaleo says
Yaaas!
rycrafty says
Do you know if Whole Foods markets in Canada are participating too?
nomnompaleo says
I’m not sure! I heard that maybe the ones in BC might have some Nom Nom Paleo hot bar items.
Casey Dean says
Our local Whole Foods (St. Louis, MO) is dropping the ball. They haven’t rolled any of this out yet! I hope they do. Last year they were supposed to get a month long paleo hot bar section and they only did it one week, then abruptly stopped. They better not pull that this time! Even my kids are pumped about a Nom Nom section at the hot bar!
nomnompaleo says
Hopefully, it’ll launch this week!
Tracy says
Going to the Whole Foods in Woodland Hills, CA to check it out. Haven’t set foot in that store in years because of the price, but alas, the bacon is cheaper than sprouts.hmm. may have to rethink. also because you’re there, wink
Betsy says
Still nothing in Chapel Hill NC.
Betsy says
Heading over to my WF this morning (Chapel Hill, NC) and will report back on how they are doing with your campaign and whether your Magic Mushroom Powder is there. Very excited!
nomnompaleo says
Argh. Hopefully, they’ll have things up soon!
Eryn says
OMG, why on earth would they throw it away???
Mallory Williams says
YAY! So excited we are doing 21DSD so it will be great to have an option when we don’t have time to cook.
nomnompaleo says
Yes!
jzmcbride says
First of all THANKS for all of the recipes, tips and inspiration. I bought the Ready or Not Cookbook for myself and I’m really enjoying it.
I was super excited about being able to buy Magic Mushroom powder at Whole Foods. However on Jan 1st at my local whole foods in Lakewood, CO (northwest suburb of Denver) it was nowhere to be found. After asking several people and getting blank stares, I found the head of the grocery department. He looked up “nom nom paleo” in their vendor directory and told me that you weren’t listed as a preferred supplier so he couldn’t order it. He also had no knowledge about your recipes being available on the hot bar.
Is there any way to purchase the magic mushroom powder online?
nomnompaleo says
No way to purchase online yet! Hopefully, your stores will have stuff up soon!
Trung D. Nguyen says
well!! this is pretty damn awesome!! from the early blogging days where *cough*… ahem… well… back then…
to getting a Whole Foods market collab?? SWEEEEET. i need to get my copy of Ready or Not! signed by you.. doing any more local signings anytime soon?
nomnompaleo says
LOL! No local signings any time soon, but I’ll post about them when I schedule them!
Stephanie says
Just got back from the Seattle Westlake Whole Foods and NOTHING! Planning to stop by every couple days as I really want to get a tin of magic mushroom powder!
nomnompaleo says
They should be putting stuff up soon!
Andrea Bates says
OMG. I canNOT wait to see this. I’m so freaking excited about the hot food bar foods. GAH! I lovelovelove this news. And send you CONGRATS!
nomnompaleo says
Thanks!
Tina says
I headed over to the Dublin, CA (East Bay) Whole Foods to have a look…
I found the magic mushroom powder on the meat counter (yeah!), but there were almost no nom nom paleo signs to be found throughout the store. I found two fish cans and one sold-out shower gel. Or hand soap? Something like that.
I really hoped I would get the red boat fish sauce, but nada.
However, they had a nomnompaleo selcetion at the hot bar – chicken, some lime-cilantro riced cauli, and a tex mex casserole, but I just ha lunch before,so I wasn’t hungyr…
Overall, it seemed a LOT of people started a whole30 or 21DSD because a lot of products were totally out of stock – like the on sale New Barn Almond Milk.
Maybe I’ll give it another try later this week or this month.
nomnompaleo says
Thanks for letting me know what you found!
Smitch says
Nada from Katy, Tx. I was so excited when I saw this collaboration..I’m doing a Whole 30 so this would have been very helpful. They do have “meet our new paleo expert” signs at the eat in tables, but nothing in the store. So disappointing….
nomnompaleo says
Thanks for letting me know!
Smitch says
The Tex-Mex beef and cauliflower rice appeared at the hot bar yesterday. It was there today, also. Yummy…very good. They also now have a prominent sign out front. Still looking for the mmp.
Laura Osborn says
Love your recipes, and have both of your cookbooks. I made your mushroom powder, bark, scones, and truffles to stuff into a Christmas goodie basket. They were a big hit. I am hoping you will have more Christmas recipe ideas (both savory and sweet) in the future.
We also love afternoon teas, and I am hoping you develop more recipes (besides the scones) for that too.
Thanks
nomnompaleo says
Thank you! I don’t make a lot of Paleo treats because my sugar demon is hard to slay. You should check out Danielle Walker’s recipes for Paleo and grain-free treats!
Laura Osborn says
Thanks, and the items in the Oakland Whole Foods were sold out so you have quite a bit of influence
Linda says
Can’t find the MMP in Houston, TX. Do you know when the Whole Foods in TX will have them?
nomnompaleo says
They should be there already! Sometimes they stock it at the butcher counter or even in the Asian food section. You should ask a Whole Foods Market team member if you can’t find it!
Betsy says
Not in the Chapel Hill NC store either.
Ashley Fung says
I love seeing this at Whole Foods; it makes my life so much easier. It can be really hard to navigate what’s good and bad at a grocery store nowadays and seeing that “Nom Nom Paleo Pick” sign gives me great relief – I’m not so lost anymore. Your “nom nom paleo to-go” has saved my butt a couple of times at the last minute.
I’m gearing up for some Whole30 (a bit late, I know) and your book makes that so easy. My husband enjoys the recipes I make out of your book and often requests certain ones over and over. You make what can be a time-consuming, exhausting task so easy for the rest of us.
Thank you for everything, Michelle!
nomnompaleo says
Thank you for cooking along with me!
Chanda Childress Tallman says
Whole Foods in Huntsville AL has your cartoon sign displayed prominently in front of the meat and seafood counter and has two of your prepared dishes at the hot bar (without a nnp sign just on the normal white description card) but that’s it. I’m hoping that’s a good sign that more is coming!
Chanda Childress Tallman says
The chicken tinga was our favorite!
Eryn says
Picked up the MMP at the Danbury, CT store where they have NomNom signs prominently displayed throughout the store! They had the chicken tinga on the hot food bar but I didn’t try it because they listed sugar as one of the ingredients and I am currently doing the #JanuaryWhole30! Michelle, is sugar actually one of the ingredients in your recipe?? Something did not seem right about that to me.
nomnompaleo says
Nope! That store is incorrectly making my recipe! I will let them know!
Brit says
Hi! Just picked up some of your delicious hot bar food at the Sacramento, California store but the kimchi/applesauce brussel sprouts + bacon had “evaporated cane sugar” in the recipe list! Are they adding that in or is that how it’s supposed to be? The others were SO YUMMY!
nomnompaleo says
Thanks for letting me know! They’re supposed to use a sugar-free kimchi to make that recipe! I’ll let them know!
Jessica Lee Hall says
I was just in the Arlington, VA store (Clarendon-Courthouse), and there’s no Nom Nom Paleo anywhere. I just emailed Whole Foods asking when it’ll be set up…I’m so sad! 🙁
Moosey says
Same with the Vienna, VA store – no nom nom paleo anything! I asked about the mushroom powder and the person looked confused.
Moosey says
Corporate told me I missed the Mushroom Powder b/c it was a limited release item. I’m not sure the Vienna, VA store EVER had the mushroom powder. I was also told they wouldn’t have the hot bar in Vienna b/c the store couldn’t accommodate it for whatever reason. Kinda bummed about it, but oh well!
nomnompaleo says
They’re working on restocking all the stores!
CocoaBee says
I was JUST there (Clarendon location) and NO ONE had a clue what I was talking about – even the store’s buyer. Boo.
Jessica Lee Hall says
Well, hang tight! WF corporate got back to me and has sent my inquiry over to the store. Fingers crossed I will get an answer! I even asked at the customer service desk, and she had no idea what I was talking about.
CocoaBee says
I just went today and the Clarendon location has it in the meat counter!
Hilarie says
No magic mushroom powder or food bar items at two Dallas (Preston-Forest and Beltline) stores as of January 9. Customer service reps say the powder is coming soon, but they were clueless about the food bar. Also no Nom Nom Paleo or Whole30 signage highlighting favorite grocery items.
nomnompaleo says
Thanks for letting me know!
Hilarie says
Nom Nom Paleo signage up today on shelves and at the food at the Dallas Preston-Forest location. Still no magic mushroom powder. Now the customer service rep and grocery manager says they will carry the product, but not just now. Says I should check Central Market (great Texas only specialty supermarket). So basically still clueless?
nomnompaleo says
The Magic Mushroom Powder is a Whole Foods Market exclusive.
nicole says
My store in Baltimore MD didn’t have any of this either. It’s very annoying! I was so excited to shop the store looking for nom nom paleo shelf circles and whole 30 shelf circles and saw nothing. Very disappointing!! Nom Nom paleo should go complain because your brand is bringing business ot their store but their sales will not be as high if they do not use your signage as your blog post shows. I left and purchased nothing bc i had no direction
Fidan K says
How is one supposed to know the items that are yours in the hot bar. Is each item labeled? I couldn’t find specific label for each hot bar item that indicated it was Nom Nom Paleo.The hot bar did have your sign but I knew not all items in that section were paleo. (was at the NYC Chelsea location)
nomnompaleo says
All of my recipes should explicitly have Nom Nom Paleo on the label!
Shiro Bergbauer says
They all did at the one I went to- but some had non compliant ingredients- I’d still check the ingredients
๒ﾚㄩ∑ῳ◊и∂∑Я says
the paleo diet is growing in popularity so this makes sense.
Shiro Bergbauer says
I was so disappointed (Wholefoods Houston on Voss) to see what was labeled as nomnompaleo chicken tinga has milk in it. Also the store manager told me nobody was available to place an order for the mushroom powder so the store didn’t have any. Smh!
nomnompaleo says
Oh no! That is not okay! They aren’t following my recipe! I’ll let HQ know ASAP!
Shiro Bergbauer says
I DM’d you a pic of it on Instagram. I was so disappointed ;(
nomnompaleo says
Thank you! I’ve already sent it over to HQ to fix immediately!
Gin says
I went into my local Whole Foods in Dedham, MA and they had nothing at all, very disappointed, just their normal hot foods. They use canola oil in almost everything so it makes it tough to eat there unless all you want is a salad every day.
Gin says
Oh, and no Magic Mushroom Powder either, checked the butcher shop and the Asian food aisle as well. Too bad you’re not at wegmans, they seem to be more organized and service oriented, and their app lets you type in what you’re looking for and tells you exactly what aisle it’s in. January is half over, so I doubt my Whole Foods will have any of your product.
Natalie Campbell says
Love all your recipes and books! So happy to see and nom your recipes in all my local Whole Foods. Unfortunately, it seems that on some, they are not sticking to your recipes. The Whole Foods Market in Lynwood Washington used brown sugar in the brussel sprouts. Is that correct?
nomnompaleo says
That’s not following my recipe! I will let them know!
Jordan Grasshoff says
I went to the austin location off mopac and William cannon. They had the nom nom paleo sign but nothing on the hot bar was paleo!! I was so disappointed and hope that everyone is checking the Ingredients 🙁
nomnompaleo says
Yes, please read the ingredients and let me or customer service know if something is not right!
Dan says
Eating my Nom Nom Paleo Hot Bar and reading this 🙂 #feelsgood #yummy
Natasha says
Omg, the hot food bar saved my butt a couple weeks ago! It was one of those days where I had breakfast at 7, and somehow around 4 had still had not had lunch. I just happened to be on a marathon errand run, and went to Whole Foods for arrow root powder, where I hit the wall. I was ready to eat anything and surely would have fallen off the plan. But nope! I staggered past the hot food bar, and was saved by some kalua pig like pork, mashed sweet potatoes, and cauliflower rice! Never again–I now know good food in the fridge isn’t enough. Have to have some travel friendly food like nuts in my purse just in case. 🙂
Rachel Lacow says
I live in Boise and even though the mushroom powder was in an advert that was sent to me, we can’t get it. They said it was an issue with the warehouse regionally and the can’t/won’t even be able to special order it.
I trie three times. I am really upset.
nomnompaleo says
I’m so sorry, Rachel! They’re working on restocking Magic Mushroom Powder next month, but the demand was much higher than they anticipated. Thank you so much for your understanding and patience!
Brandi Moncrief says
Greetings from Charlotte, NC. Sitting in the parking lot at Whole Foods on Fairview. The butcher counter had your book, but no MMP and in the words of the gentleman at the counter AND a manager “that was a one time release and we only received 12 tins. They are advertising it like crazy and like it’s an ongoing thing but it’s not. It was a one day item and we won’t get any back in.” – the disappointment is real, as well as the misinformation. Sounds like corporate didn’t prepare their locations in advance.
Stopped by the hotbar, cautiously optimistic…. One sign, three items… With sugar. Wasted a long drive for the let down. Blah.
nomnompaleo says
I’m so sorry! I’ve relayed your comment to HQ to let them know your feedback and to let the store know that there shouldn’t be sugar (or other non-Paleo ingredients) in my recipes served at the hot bar. I’ve confirmed with HQ that the Magic Mushroom Powder is supposed to be restocked in February. Clearly, the demand outstripped supply but they are working to fix it. I really appreciate all of your feedback and I’m so sorry for your disappointment.
Ramon Mendez says
Ugh, so sad to walk in today (1/31) and see the hot bar without Nom Nom! But the delicious home cooking continues regardless!