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AUSTIN, Texas -- Natural and organic grocer Whole Foods Market, based here, yesterday launched "Secret Ingredient," its first-ever weekly online cooking show and resource for home cooks looking for helpful tips and easy recipe ideas.
Shoppers can access a new episode of the video podcast every Monday on Whole Foods' Web site, www.wholefoodsmarket.com/secretingredient, as well as on iTunes and YouTube.
"Secret Ingredient" highlights foods exclusively carried by Whole Foods or that meet the retailer's strict quality standards. Featured items will include the world's first nitrate-free prosciutto, award-winning aged Balsamic vinegar, fresh artisan-made goat cheese, and hand-selected Parmigiano Reggiano.
"We hope to deliver inspiration," said "Secret Ingredient" host Scott Simons, who also works as Whole Foods' Associate Marketing Director for the Southwest Region, in a statement. "Because we focus on only one ingredient per episode, viewers really get to know the featured item and take away practical cooking tips and recipes. Top that off with easy yet tasty meal solutions, and 'Secret Ingredient' is a home cook's treasure."
The inaugural episode spotlights antibiotic-free farm-raised catfish, which Simons uses to prepare Thai-inspired fish tacos.
The video podcast is filmed in high definition at Whole Foods stores and the retailer's culinary centers across the United States. All episodes will be archived so consumers can view them anytime.
"We believe great quality ingredients can enhance any recipe," noted Mara Fleishman, Whole Foods Market's creative producer for "Secret Ingredient." "This program not only gives viewers incredible and easy recipes, but it helps everyday cooks whip up delicious dishes by incorporating key ingredients that can make or break a recipe. We hope viewers will tune in to get turned on to simple yet special ingredients to prompt inspiration and excitement in the kitchen."
Employing more than 44,000 team members, Whole Foods operates over 190 stores in the United States, Canada, and the United Kingdom under the Whole Foods Market, Harry's Farmers Market, and Fresh & Wild banners.