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AUSTIN, Texas -- Just in time for summer, Whole Foods Market here hoping to help intimidated consumers learn that preparing seafood at home isn't really that hard.
The chain is launching the "School of Fish" campaign, which will provide basic tips on choosing and cooking seafood. Whole Food units will carry brochures with descriptions of the most popular cooking methods for seafood, and recipes rated by ease of preparation: easy, intermediate, and advanced. Additionally, the brochures include the health benefits of seafood and a guide to help shoppers find preferred flavors and textures.
Whole Food noted that the new USDA Food Pyramid and the American Heart Association, both recommend eating fish at least twice a week. "By selecting seafood at Whole Foods Market, shoppers can be assured they are getting the highest-quality, freshest seafood available in the marketplace," said national seafood buyer Dick Jones. "With boats that fish just for us, we can immediately prep and ship the catch of the day from the shoreline to your shopping cart in record time."
Under the "Whole Catch" house brand, the grocer features such flash-frozen items as wild Alaskan salmon burgers, smoked salmon (traditional, eastern spice, and Asian), sockeye salmon fillets, and lightly breaded New Zealand hoki fish nuggets, fillets, and fish sticks. Other easy-to-prepare "Whole Catch" offerings include halibut, cod, mahi mahi, and swordfish fish fillets, lightly breaded fish fillets, fish sticks, fish nuggets, tuna burgers, and shrimp (raw, cooked, and in rings). All seafood items are certified by the Marine Stewardship Council, which encourages sustainable fishing practices.
Whole Foods operates 170 stores in the United States, Canada, and the United Kingdom under the banners Whole Foods Market, Harry's Farmers Market, and Fresh & Wild.