Community Foods Market CEO Brahm Ahmadi speaks to a group of residents from Oakland and neighboring cities about the progress of the grocery store's construction at a site tour on October 13.

Ahmadi said he had no choice but to fundraise from residents, rather than taking a more traditional path such as a loan from a bank. On paper, the project showed a high risk of failure “both because it’s a start-up and a low-margin business—also because of the perceptions of the challenges of the neighborhood,” said Ahmadi.

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Lake Merritt shoppers can receive a 10 percent discount on healthy foods like produce if they sign up for Whole Foods' Wellness Club.

Starting this week, Whole Foods shoppers in Oakland can pick up nutrition and fitness tips to go with their groceries. The natural food retailer has just launched the Wellness Club—a program that offers classes, workshops, lectures and a 10 percent discount on food products that the program deems whole, unprocessed and healthy. Oakland’s Lake Merritt store is the only Whole Foods location on the West Coast to host the pilot program, which will operate in five sites throughout the country. The Dedham, Massachusetts and Chicago, Illinois programs began earlier this summer while the New York City and Princeton, New Jersey pilots are set to launch this fall.

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