Austin, Texas. March 05, 2008

– Whole Foods Market, the world's leading natural and organic foods supermarket, announced today it is launching Whole Earth Generation, a video podcast series dedicated to raising environmental awareness among today’s youth.

The initiative kicks off today with a search for six fresh-faced personalities ages 8 to 17 to be considered as hosts of this green-themed series. Children from all over the United States and Canada have a shot at becoming the face of the original online series, premiering March 11, 2008 and running through April 29, 2008.

“We are excited to celebrate Earth Month this year at our 270 stores and also online with this series aimed at encouraging green-minded youth to spread the word about eco-friendly actions and how they can make a difference,” said Heather Kennedy, Senior Coordinator of National Marketing for Whole Foods Market. “So many shoppers tell us they have learned how to be more environmentally conscious by listening to their kids. We hope this program takes that trend to an even broader audience via the Internet.”

Episodes of the Whole Earth Generation video podcast series will address topics generated by Generation Y and Z. Highlights of the series include interviews with celebrities and peers, ideas for a sustainable future, cool green products, and how to convince skeptical families and friends that green is the way to go.

The Whole Earth Generation youth host casting call kicks off March 5, 2008 on Additionally, casting calls will be held throughout the month of March in select Whole Foods Market stores to offer hopeful green-minded youth a live audition opportunity.

“Eligible contestants will have the opportunity to express their green selves and tell their stories to a panel of eco-minded judges on topics like ‘how they plan to green their family, neighborhood, school, and more,” said Kennedy. “Kids who think they have what it takes to make a world of difference should check it out.”

Submissions can be uploaded to or kids ages 8-17 can show up at one of the designated Whole Foods Market stores for a special one-day event in New York, Chicago and Austin, for auditions. Ultimately, six winners — three from the YouTube entries and three from the in-store auditions — will be selected. In addition to winning the role for becoming the Whole Earth Generation online talent, each of the new hosts will be awarded select prizes from some of the program’s participating green sponsors.

“The Whole Earth Generation online series will be used to engage viewers with fresh environmental ideas and all things green. The six young hosts will be the on-air personalities with the charge of engaging their peers and showing that tweens and teens can really influence how we protect our planet,” said Kennedy.

In addition to its weekly series, participating Whole Foods Market stores across the country and in Canada will engage the community in a special “Green Your Home” program during Earth Month where shoppers will learn the benefits of making their home a little greener from the inside out. From the kitchen to the laundry room to the bathroom, Whole Foods Market demonstrates the easy things you can do in each room to make your life and our planet a little more environmentally safe. By bringing their own reusable shopping bag, using green energy or simply recycling more shoppers are encouraged to participate in just one easy thing a day.

To further communicate the message of green in the home and among the Whole Earth Generation, Whole Foods Market will feature eco-conscious insights from some of their greenest vendor partners including: Seventh Generation, Organic Valley, Recycline, The Hain Celestial Group, Nature’s Path, Odwalla, Ecover, Annie Chun’s and White Wave.