Our Story

Richard Austin started Rainbow Wholefoods in 1976.

First came the Rainbow Wholefoods shop in Dove Street, where we stayed for almost 30 years.

Rainbow Wholefoods is now in a smart shop in Norwich's historic Labour In Vain Yard (only a yard or two from the old place).

Rainbow Wholefoods is still 100% vegetarian, GM-free and dedicated to organic food and wholefood in general.

Our wholesale business began in 1980 and Rainbow Wholefoods has gone on to become one of the UK's leading wholefood wholesalers, supplying more than 5,000 products to a large number of satisfied customers.