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In an innovative promotion for the younger set, supernatural chain Whole Foods Market yesterday launched "Whole Earth Generation," a video podcast series dedicated to raising environmental awareness among today's youth.
The Austin, Tex.-based super natural chain kicked off the initiative with a search for six "fresh-faced personalities" aged 8 to 17 to be considered as hosts of the green-themed video series. Children from all over the United States and Canada have a shot at becoming hosts for the series, starting March 11, and running through April 29.
Whole Foods said it will select three winners from YouTube entries and three from the in-store auditions.
Highlights of the series include interviews with celebrities and peers, ideas for a sustainable future, cool green products, and how to convince skeptical families and friends that green is the way to go.
In addition to its weekly series, participating Whole Foods stores across the country and in Canada will engage the community in a special "Green Your Home" program during Earth Month, where shoppers will learn the benefits of making their home a little greener from the inside out, Whole Foods said.