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The Los Angeles Times has a piece about health food grocer Erewhon, describing it as "a cultural phenomenon (and occasional spectacle) that customers, critics and industry analysts joke could only exist in L.A. Company executives, in the midst of an ambitious expansion plan to bring Erewhon stores outside Los Angeles County for the first time in decades, to as many as 20 locations in all, hope that’s not the case.

"Before it became the land of $21 superfood smoothies, mushroom tinctures and organic-raw-vegan-sugar-free-gluten-free key lime pie, Erewhon had dwindled to a single store on Beverly Boulevard, cluttered and wholly unremarkable in a city not exactly hurting for health food grocers … One decade and six more stores later, Erewhon has morphed into something far beyond successful regional grocer. It’s also a cafe, celebrity scene, tourist destination, date-night spot, post-workout hangout, selfie backdrop, seller of $150 branded merch sweatpants and obligatory stop on the way to or from Los Angeles International Airport."

You can read the piece here.