AUSTIN, Texas (January 2, 2003) Whole Foods Market (NASDAQ: WFMI), the world's largest retailer of natural and organic foods, is proud to be a major underwriter of Chefs A' Field, a 13-part Public Broadcasting System (PBS) series. Committed to offering consumers information to make informed choices, Whole Foods Market is excited to help bring the important topic of sustainability to viewers around the nation. The first ever cooking series filmed in high-definition television, Chefs A' Field pairs farmers and fishermen with America's top chefs who are dedicated to promoting locally grown and sustainable foods and follows them from the field to the kitchen and ultimately to the table.
“At Whole Foods Market, we are passionate about sustainable growing practices, supporting local producers and, of course, great food,” said John Mackey, president and CEO, Whole Foods Market. “The Chefs A' Field public television series is a perfect combination of these passions aimed at delighting and informing the country about the freshest, highest quality foods out there, which is what we strive to do in our 140 stores nationwide every day.”
To further promote the Chefs A' Field series and to remind consumers that how food tastes has everything to do with how it is grown, Whole Foods Market will be hosting events in several of its stores and distributing information about the series and sustainability. To celebrate the launch of this dynamic series and reinforce its pledge to help educate consumers about the world of food and how it pertains to our planet, Whole Foods Market will feature:
- Events and tastings with America's top chefs from the series;
- In-store viewing parties to gather and enjoy the series;
- Educational materials in all 140 stores including featured recipes developed by the feature chefs;
- Freshly prepared dishes from the series' recipe collection in the stores' prepared food cases;
- Many of the fresh, local ingredients featured on the shows and similar sustainably raised goods from local growers and producers.
In addition, the company will be the exclusive food retailer to feature a 200-page Chefs A' Field companion book sporting 60 full-color photos, splatter-proof wipe-off pages, recipes and guides from the chefs as well as shopping and preparation tips from Whole Foods Market. The book will be available at all Whole Foods Market stores for $15.95.
About Chefs A' Field
From Michelin 5-star restaurants to out-of-the-way cafes, the Chefs A' Field crew has created an intriguing diversity of farmer-chef pairings with delicious results. Chefs A' Field brings viewers a broad taste of the United States' expansive culinary treasures from chefs such as Peter Hoffman and Nora Poullion from the East coast to Traci Des Jardins and Tom Douglas from the West coast. Featured chefs rely on locally grown sustainable products prepared during their peak season. To capture the freshest bounty, cameras traveled the nation documenting the process. For example, in the first episode, Portland chef Cory Schreiber of Wildwood Restaurant and Bar pairs with local farmers Jeff and Cheryl Boden of West Union Gardens in Hillsboro, Ore., to create a savory dish prepared with wild salmon freshly caught off the Oregon coast, berry salad and zucchini using produce picked from the Bodens' organic harvest. For more information on the series, the cookbook or to learn more about sustainability, visit www.chefsafield.com. Check local listings for airtimes.
