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Whole Foods Market Celebrates 25 Years of Supporting Local Growers

Posted on: Tuesday, 26 July 2005, 06:00 CDT

AUSTIN, Texas, July 26 /PRNewswire-FirstCall/ -- For 25 years, shoppers have trusted Whole Foods Market's commitment to offering an extensive selection of high quality fruits and vegetables, with an emphasis on organic products. As the seasonal flavors of the summer harvest become increasingly available, Whole Foods Market celebrates the exceptional locally grown fruits and vegetables brought directly to its stores fresh from the field.

"Local farm production helps us stay connected to the seasons, regional varieties, and the people who grow our food. Whole Foods Market supports local growers by providing a marketplace for fresh fruits and vegetables," said James Parker, a produce coordinator for Whole Foods Market. "Our shoppers can feel good about buying locally grown produce here, knowing they're contributing to the success of these growers and the local economy -- and finding the most delicious seasonal offerings available this time of year."

While Whole Foods Market has the scale and scope to make national purchases, one of the company's core values is to support the communities in which it operates by buying from local growers and food producers.

And shoppers agree this is important. According to a recent company survey*, more than 60 percent of Whole Foods Market patrons agree that they like shopping at the store because the company buys from local farmers. The interest in buying local stems from shoppers' concern for protecting the environment -- 90 percent of those surveyed saying they care about this -- and supporting socially responsible businesses involved in the community (80 percent).

Whole Foods Market seeks out uniquely regional flavors while offering shoppers the widest assortment of best-tasting fresh produce available in any season.

"As the world's leading natural and organic foods supermarket, we are extremely committed to our local communities and the growers who bring the flavors of the region to our tables," said Parker.

The importance of seeking out fresh fruits and vegetables from the region can be summed up in the flavor bursting from vine-ripened heirloom tomatoes, fresh Vidalia onions, tree-ripened cherries, and the vast array of fruits and vegetables grown locally and delivered fresh to Whole Foods Market locations.

"Simply put, fruit that ripens on the vine or tree tastes better," Parker said. "Buying from local and regional growers ensures these flavorful, fresh items reach our stores even faster -- which allows our shoppers the most vibrant, flavorful fruits and vegetables delivered at the peak of flavor, freshness and ripeness."

Carol Ann Sayle of Boggy Creek Farm, a five-acre urban farm in Austin, has been delivering fresh-picked organic produce to Whole Foods Market since 1991, "a time when we had to explain the word 'organic' to people," she said.

"Whole Foods Market and the local farmers want our mutual customers to have the freshest organic food possible, and to that end, it's important not only to 'eat in season' but also to eat plants that share one's local environment," Sayle said. "The stores provide a very important convenience factor to folks who can't make it out to Boggy Creek Farm on our market days or to the other farmers' stands at the farmers' markets. The entire community benefits: the shoppers eat well, the farmers can keep farming, and Whole Foods Market is the link."

For the summer harvest, Whole Foods Market offers ten great reasons to buy locally grown fruits and vegetables:

1. Stay connected to the seasons Local farm production allows us to experience seasonal and regional flavors. Small growers produce a wider variety of crops, which ensures a long harvest season. 2. Reduce distance from farm to plate The average produce travels 1500 miles from farm to plate. Buying locally reduces the distance and results in lower transportation costs and reduced impact on the environment. 3. Get the freshest fruits and vegetables available Community growers offer the most flavorful pick of seasonal produce fresh from the field. 4. Enjoy your produce more Fruits allowed to ripen on the tree longer simply taste better! Buying from local growers ensures these flavorful, fresh products reach our shoppers faster. 5. Put a face behind the product Local growers are connected to the communities and the markets they supply. They interact directly with the markets and are open to suggestions from them and their customers. 6. Support local jobs Giving back to the community is one of the core values of Whole Foods Market. Supporting local family growers and co-operatives creates and saves local jobs. 7. Support local communities Buying locally grown products keeps that money in the pockets of the growers in our community. 8. Support independent farming Independent farmers are concerned with quality, sustainability, and the community -- not yield. Unlike corporate farmers, they own their land and are able to make decisions in how to use, treat, and maintain it. 9. Provide farmers with a living wage Local growers sell directly to the markets. By eliminating the middle man, they receive a fair price for their product. 10. Support responsible land development Buying local contributes to responsible land development and the preservation of viable green spaces. Small, local farms and grower co- operatives are a valuable part of the communities in which they exist, and many care about the land and want to preserve open spaces. About Whole Foods Market(R):

Founded in 1980 in Austin, Texas, Whole Foods Market (http://www.wholefoodsmarket.com/ ) is the world's leading natural and organic foods supermarket and America's first national certified organic grocer. In fiscal year 2004, the company had sales of $3.9 billion and currently has more than 170 stores in the United States, Canada, and the United Kingdom. The Whole Foods Market motto, "Whole Foods, Whole People, Whole Planet"(TM) captures the company's mission to find success in customer satisfaction and wellness, employee excellence and happiness, enhanced shareholder value, community support and environmental improvement. Whole Foods Market, Harry's Farmers Market(R), and Fresh & Wild(R) are trademarks owned by Whole Foods Market IP, LP. Whole Foods Market employs more than 34,000 team members and has been ranked for eight consecutive years as one of the "100 Best Companies to Work for" in America by Fortune magazine.

*The Natural Marketing Institute's 2005 LOHAS Consumer Trends Database(TM). The survey was administered in March 2005 to more than 2,000 U.S. general population adults. The results are nationally projectable and statistically significant to +/-2%.

Contact: Amy Hopfensperger amy.hopfensperger@wholefoods.com 512/542-0380

Whole Foods Market, Inc.

CONTACT: Amy Hopfensperger of Whole Foods Market, Inc., +1-512-542-0380,or amy.hopfensperger@wholefoods.com

Web site: http://www.wholefoodsmarket.com/

Source: PRNewswire-FirstCall

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