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Whole Foods Market(R) Creates Short Film Series Featuring Local Farmers and Their Stories

"Share the Whole Holiday" Series Emphasizes the Importance of Local Farming, Sustainability and Telling the Stories of the Farmers Producing the Best Organic Food (November 23, 2011)

LOS ANGELES, CA -- (Marketwire) -- 11/23/11 -- The Southern Pacific region of Whole Foods Market® today announced the release of its short film series, entitled "Share the Whole Holiday," that showcases local farmers and their amazing true stories. The series, which brings the concept of sharing to life, from food and recipes to stories and tradition, was created in collaboration with Whole Foods Market by LA-based creative agency Omelet ( and co-produced by Omelet and Foundation Content.

The first three short films, shot on location in California, feature Pitman Farms in Sanger (turkey), Valpredo Farms in Bakersfield (sweet potatoes) and Kenter Canyon Farms in Fillmore (herbs and lettuces). The films, along with recipes and family favorites from featured farmers, can be viewed on a customized "Share the Whole Holiday" tab on Facebook and at Whole Foods Market's YouTube channel on the "Share the Whole Holiday" playlist.

In addition to celebrating the films, fans also have the opportunity to share with one another by uploading their favorite holiday recipe on Facebook and voting on their favorite submissions. Over the next year Whole Foods Market will be releasing a series of additional films that tell the stories of local farmers, foragers, producers and Whole Foods Market team members.

For more information on Whole Foods Market or to experience the "Share the Whole Holiday" film series, visit your local Whole Foods Market on Facebook.

About Whole Foods Market
Founded in 1980 in Austin, Texas, Whole Foods Market ( is the leading natural and organic food retailer. As America's first national certified organic grocer, Whole Foods Market was named "America's Healthiest Grocery Store" by Health magazine. The company's motto, "Whole Foods, Whole People, Whole Planet," captures its mission to ensure customer satisfaction and health, Team Member excellence and happiness, enhanced shareholder value, community support and environmental improvement. Thanks to the company's more than 64,000 Team Members, Whole Foods Market has been ranked one of the "100 Best Companies to Work For" in America by FORTUNE magazine for 14 consecutive years. In fiscal year 2011, the company had sales of more than $10 billion and currently has more than 315 stores in the United States, Canada and the United Kingdom.

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Heather Gordon
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