Charlottesville's Carpe Donuts Heading to Whole Foods

Nov. 29, 2013

You probably recognize their bright red truck. And if you've been around Charlottesville, anywhere from in their shop to weddings or events at the Pavilion, then you've probably tasted one of their donuts.

Carpe Donut started their family business back in 2007 with a simple idea: organic comfort food.

They have steadily grown ever since.

But what started as a little Charlottesville food truck has grown into a major business.

Now, the company has just signed a deal with Whole Foods.

Their donuts and fro do's - donut ice cream sandwiches - will be sold in 41 stores in Whole Foods' mid-Atlantic region.

The donuts and donut ice cream sandwiches will be sold in the frozen foods section.

Founder Matt Rohdie says it was hard to imagine when they started that this would ever grow into something so big.

"When we first started, I thought it was going to be as a food vendor,” says Rohdie. “I thought I was going to set up on the street corner. I thought my donuts were going to be so great that everyone would be excited and that was just going to be my job. And as we discovered, you know, Charlottesville is not a giant city and we had to start finding other ways to support the business.”

So how did they make a match with a major store?

He says they created their business on a concept of conscious awareness of what you eat, and they feel like Whole Foods is a good match for them.

“My priority is to get a locally produced pastured egg, a chicken that's sitting on grass all day, instead of in a giant warehouse. And I think most of our customers understand that difference, and I think Whole Foods understands that difference. I think that they see our ingredient list and our food philosophy as being in keeping with exactly what they want to promote.”

So now if you are far from home, you can still have your taste of a Charlottesville-grown staple.


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