PORTLAND, Ore.—Whole Foods Market partnered with the Western Fishboat Owners Association (WFOA) to promote Northwest albacore throughout August. This is the third consecutive year that the supermarket chain will highlight sustainable tuna caught by members of the WFOA. The partnership will be launched at the Bite of Oregon event in Portland, Aug. 6 to Aug. 8, 2010.
Matt Talavera, Whole Foods’ executive chef in the Northwest, developed special recipes for Wild Pacific Albacore, which he will prepare for the thousands of people who attend the Bite of Oregon. Whole Foods will also use the event to educate consumers about their sustainable seafood program.
Other August albacore events include price promotions, tastings, and cooking demonstrations at select Portland and Seattle-area stores. The activities are part of Whole Foods Market’s efforts to support and promote local, sustainable seafood.
“At Whole Foods Market, we're always looking for ways to increase interest in local seafood; getting people to try delicious local albacore at an event like the Bite of Oregon is a fantastic way to reach a large number of people who love food," said Mark Curran, senior seafood coordinator at Whole Foods, Select Fish in Seattle.
Albacore, troll-caught by WFOA members, received the Marine Stewardship Council (MSC) seal of sustainability in March 2010. The group is working to increase albacore sales at MSC-certified retailers, including Whole Foods Market, to maximize the benefit of obtaining the certification. Whole Foods Market Inc. was one of the first American companies to support and participate in the Marine Stewardship Council chain of custody program.
“We want U.S. consumers to know that there is plenty of local, sustainably-fished tuna available, and presenting our albacore at Whole Foods is a great way to do that,” said Wayne Heikkila, executive director of the WFOA, which represents about 400 albacore fishing vessels and local supporting businesses on the West Coast.
The Bite of Oregon is an annual event benefiting Special Olympics Oregon. It is the organization’s largest fundraiser, raising more than $150,000 to support Special Olympics Oregon’s services to individuals with intellectual disabilities in 2009.
Source: Whole Foods Market
