AUSTIN, Texas (May 7, 2007) For almost 27 years, shoppers seeking out culinary treasures from around the world have turned to Whole Foods Market. Today, the natural and organic grocer launches Secret Ingredient, its first-ever weekly online cooking show and resource for home cooks seeking useful tips and exciting yet simple recipe ideas.

  The video podcast will be available on Whole Foods Market's website ( as well as on iTunes ( and on YouTube ( Secret Ingredient features foods that are exclusive to Whole Foods Market or are special because they meet the Company's strict quality standards — including the world's first nitrate-free prosciutto, award-winning aged Balsamic vinegar, fresh artisan-made goat cheese and hand selected Parmigiano Reggiano.

“We hope to deliver inspiration,” said Scott Simons, Whole Foods Market food aficionado and host of Secret Ingredient. “Because we focus on only one ingredient per episode, viewers really get to know the featured item and take away practical cooking tips and recipes. Top that off with easy yet tasty meal solutions and Secret Ingredient is a home cook's treasure.”

The first episode features farm-raised catfish, a mild and versatile fish raised without antibiotics in a pristine, controlled environment. Using the fish, Simons delivers a quick and tasty recipe for Thai-inspired fish tacos.

The video podcast is filmed in high definition at Whole Foods Market stores and its culinary centers throughout the United States. New episodes will be available every Monday beginning May 7 at and all episodes will be archived for anytime availability.”We believe great quality ingredients can enhance any recipe. This program not only gives viewers incredible and easy recipes, but it helps everyday cooks whip up delicious dishes by incorporating key ingredients that can make or break a recipe,” said Mara Fleishman, Whole Foods Market's creative producer for Secret Ingredient. “We hope viewers will tune in to get turned on to simple yet special ingredients to prompt inspiration and excitement in the kitchen.”

About the host: Scott Simons, like so many of the other passionate Team Members at Whole Foods Market, enjoys experimenting with food and takes pride in sharing great ideas with others. He lives and works in Austin, Texas, and he is currently the Associate Marketing Director for the Southwest Region. He previously owned a restaurant and grew up in a family of passionate cooks. He was kneading homemade bread at age five, bought his first cookbook in fifth grade, and planned his first dinner party for parents and family friends at age 12.