AUSTIN, TX. December 28, 2009 – To kick off the New Year, Whole Foods Market invites shoppers to share their aspirations for living and giving through in-store declarations and a new Facebook application that will give back to three national non-profit food organizations.

In lieu of traditional New Year’s resolutions, Whole Foods Market’s first-ever Facebook application encourages shoppers to declare

“This is my year to…,”

choosing a food-related mantra that best describes their aspirations for the coming year. Shoppers and fans of Whole Foods Market’s Facebook page can update their status by deciding their “This is my year to….” aspirations while logging their support for a non-profit group.

In the spirit of giving, Whole Foods Market with its media partner Health Magazine and vendor partner Odwalla hope to raise awareness for three selected non-profit organizations.  Each group will receive a $10,000 donation, and the non-profit with the most votes will receive an additional $10,000.

The application is available for download at http://apps.facebook.com/thisismyyearto. Throughout January, fans can vote for their favorite mantra and its related non-profit organization: This is my year to…

  • Know Where My Food Comes From:

    The Non-GMO Project

    is a non-profit collaboration of manufacturers, retailers, processors, distributors, farmers, seed companies and consumers.  The organization’s belief is that everyone deserves an informed choice about whether or not to consume genetically modified products, and the mission is to ensure the sustained availability of non-GMO choices.  www.nongmoproject.org

  • Choose Organic:

    Mission Organic 2010 (The Organic Center)

    is an ambitious campaign with an exciting goal: to increase the current market for organic food from 3 percent to 10 percent by the end of 2010. When consumers demand more organic foods, farmers and food companies will supply this growing demand. The result is healthier people and a healthier planet.  www.organic-center.org

  • Share My Plate

    GrowingPower

    is a national nonprofit organization and land trust supporting people from diverse backgrounds, by providing equal access to healthy, safe and affordable food.  Growing Power provides hands-on training, outreach and assistance in developing community food systems that help people grow, process, market and distribute food in a sustainable manner. www.growingpower.org

“We believe small, simple steps are the best way to enjoy healthy eating and living well on a budget, and we hope our shoppers will share their aspirations and ideas with others through the new ‘This is my year to…” Facebook application,” says Barry Hirsch, Whole Foods Market program coordinator.   “Collectively, our shoppers will also be supporting three terrific non-profit organizations.”

Whole Foods Market will highlight five more of its favorite mantras for the New Year in promotions and materials displayed throughout its stores and website:  Eat My Greens, Know My Food, Learn to Cook, Save Without Compromise and Make Simple Changes.  In addition, stores will host tours to help educate shoppers about healthy food choices, with emphasis on fresh fruits, vegetables and whole grains.

Shoppers can also share their personal aspirations in-store where Whole Foods Market Team Members will post customer declarations in a community area.