WholeFoods Magazine is a business-to-business publication serving professionals in the natural products, health, and nutrition industries. It provides reporting and resources on industry news, research, products, and market trends, with coverage spanning dietary supplements, grocery, health and beauty aids, suppliers, and sustainability. Its editorial content includes features, expert columns, interviews, product reviews, recipes, and practical guidance on topics such as merchandising, legal issues, and nutrition education.

The brand offers several ways for readers and industry participants to engage, including magazine subscriptions, access to back issues, a free email newsletter, and an online Education Center. Its website also features supplier and product information, a directory, job listings, videos, and podcasts, alongside regular news updates and recommendations for industry users. WholeFoods Magazine provides advertising opportunities for companies and highlights new products and developments across the natural products marketplace. The publication describes its content as informational, not medical advice, distinguishing industry coverage from guidance on diagnosing or treating health conditions.