Organic grocery retailer Whole Foods Market has launched a travel company aimed at active food lovers who want to experience “what travel should taste like”.

The venture, called Whole Journeys, offers 11 itineraries in Europe, China and the US and will run trips from April next year.

Tours, which last from five days to two weeks, will include visits to local farms and other food producers, wine tasting and cookery classes, as well as cultural activities and active pursuits such as hiking and biking.