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Whole Foods Market® part of hometown SXSW festival

Delicious and nutritious food options from Whole Foods Market go mobile with food truck Company launches online magazine Dark Rye™ during festival

AUSTIN, Texas (March 7, 2012) –Austin-based Whole Foods Market ® (NASDAQ: WFM) plugs into the city-wide excitement surrounding South by Southwest (SXSW) as an official sponsor of the Green Zone, (intersection of 7th Street and Red River). This partnership will provide festival attendees with eco-friendly ways to recharge their electronics - and themselves. 

“Partnering with SXSW is a great way to bring together two homegrown institutions to celebrate the ties we both have to Austin,” said Scott Simons, global marketing director for Whole Foods Market. “In addition to being located in our backyard, the festival has long been a favorite of our shoppers, as well as our Team Members. This is part of the quintessential Austin experience, and we’re thrilled to be supporting it.”

On top of the convenient solar charging stations in the Green Zone, visitors will also enjoy complimentary purified water, chairs and shade for relaxation, and BPA-free water bottles to reuse throughout the festival. Additionally, Sanctuary Print Shop will be on-site each day printing 100 limited edition, organic cotton American Apparel T-shirts on a first-come, first-serve basis. The Green Zone has free admission and no SXSW wristband or badge is needed.

In addition to many SXSW attendees flocking to the flagship Whole Foods Market store on 6th Street and Lamar, festival goers can also enjoy on-the-go offerings from Whole Foods Market’s food truck. Menu items include vegan falafel tacos, Korean short rib tacos, pork belly BLT sliders, vegan chickpea sliders and a variety of sandwiches along with drinks, fresh fruit, sides, snacks and desserts.

The truck will move to multiple locations during the interactive and film festivals, March 9 – 13, and will be featured at the Green Zone during the music festival March 14 – 17. Tweets about the food truck route and locations will be sent from @wholefoods and @SXSW.

The company also announces today its launch of a new online magazine Dark Rye (www.darkrye.com) that explores food, art, innovation, health and sustainable living. The site features compelling people and content through storytelling with video, photography, recipes and articles. Its first three video features will be played at the Green Zone. People are encouraged to search for the hashtag #DarkRye for special tweets with more information about the site, giveaways during SXSW and the latest news.

“Dark Rye explores the creative edges of artisanal and sustainable living. The people featured have a curiosity and enthusiasm for life that motivates them to create something fulfilling,” said Vadan Less, video content director at Whole Foods Market. “By debuting Dark Rye at SXSW, we hope attendees will take a moment to experience the site and see what resonates with them.”

Music lovers can also look forward to live shows independent of the festival at the flagship store at Sixth and Lamar. All shows are free of charge and open to the public. Learn more about Whole Foods Market at www.wholefoodsmarket.com/lamar, @wholefoodsATX and  www.facebook.com/wholefoodsatx.

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