Josephine Antoci's Erewhon is the luxury grocer to an A-list roster that includes the Kardashians, the Biebers and the Beckhams.
What Josephine Antoci likes, Erewhon sells. And if Erewhon sells it — sea moss gels, kale chips, bone broth tonics, paleo bagels, celebrity smoothies — it's almost guaranteed to become a viral sensation among the hot and health-obsessed. Antoci is co-owner and chief tastemaker of the hyper-trendy luxury organic grocer: first in line to vet and sample every prospective product, and the final authority on which ones make the cut.
Alec spent his teens and early 20s helping out around Erewhon, a fast-tracked corporate education that included partaking in the human guinea pig sample sessions led by his mother. Antoci has a sly sense of humor, and Alec laughed as he told stories of how, affecting an innocent expression, she would urge employees to taste bizarre products, and the time they tried too many CBD edibles.
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