Let them eat $20 smoothies: How Erewhon is reinventing luxury groceries

You don’t need to live in Los Angeles to know about Erewhon. Despite having just 10 locations – all in LA County – the upscale grocery chain has become a household name, thanks to the popularity among celebrities and influencers of its $20 smoothies and other high-priced food items.  Erewhon was founded in 1966 by macrobiotic and organic food advocates Michio and Aveline Kushi in Boston. The name was inspired by the 1872 satirical novel Erewhon by Samuel Butler. In the novel, Erewhon

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