A brand new Whole Foods, the first ever in Brooklyn, opened this morning in Gowanus, and inspired One Direction-like stampedes from eager borough-dwellers.

@NewYorkObserver This is the crowd of people flooding into Brooklyn's first @WholeFoods pic.twitter.com/aitLjoEy2H — Jordyn Taylor (@jordynhtaylor) December 17, 2013

Kale enthusiasts were seen lined up outside the store before doors even opened. Organic produce is serious business. Serious enough that someone is liveblogging the whole event.

Why go to the farmer's market when the box store for those who shun box stores is open all the time? Why keep your co-op membership if the giant grocery chain down the street will sell you things without even making you work there? Why just go to a normal supermarket when you can partake in the excitement that is rushing the doors of a Whole Foods slightly after 8:00 a.m. on a Tuesday?

The herd stampeding into the Whole Foods in Gowanus pic.twitter.com/lZnyq5HLpF — Vivian Yee (@VivianHYee) December 17, 2013

We just don't know.

[image via @effedparkslope/Twitter]