Whole Foods Market(R) Launches Online Video Series for Kids by Kids to Celebrate Earth Day 2008

Casting Call Begins for Eco-conscious Youth Ages 8-17 to Host New 'Whole Earth Generation' Show

AUSTIN, Texas, March 6 /PRNewswire/ -- Whole Foods Market, the world's leading natural and organic foods supermarket, announced today it is launching Whole Earth Generation, a video podcast series dedicated to raising environmental awareness among today's youth.

The initiative kicks off today with a search for six fresh-faced
personalities ages 8 to 17 to be considered as hosts of this green-themed series. Children from all over the United States and Canada have a shot at becoming the face of the original online series, premiering March 11, 2008 and running through April 29, 2008.

"We are excited to celebrate Earth Month this year at our 270 stores and also online with this series aimed at encouraging green-minded youth to spread the word about eco-friendly actions and how they can make a difference," said Heather Kennedy, Senior Coordinator of National Marketing for Whole Foods Market. "So many shoppers tell us they have learned how to be more environmentally conscious by listening to their kids. We hope this program takes that trend to an even broader audience via the Internet."

Episodes of the Whole Earth Generation video podcast series will
address topics generated by Generation Y and Z. 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.

The Whole Earth Generation youth host casting call kicks off March 6, 2008 on http://www.youtube.com/WholeFoodsMarket. Additionally, casting calls will be held throughout the month of March in select Whole Foods Market stores to offer hopeful green-minded youth a live audition opportunity.

"Eligible contestants will have the opportunity to express their green selves and tell their stories to a panel of eco-minded judges on topics like 'how they plan to green their family, neighborhood, school, and more," said Kennedy. "Kids who think they have what it takes to make a world of difference should check it out."

Submissions can be uploaded to http://www.youtube.com/WholeFoodsMarket or kids ages 8-17 can show up at one of the designated Whole Foods Market stores for a special one-day event in New York, Chicago and Austin, for auditions. Ultimately, six winners -- three from the YouTube entries and three from the in-store auditions -- will be selected. In addition to winning the role for becoming the Whole Earth Generation online talent, each of the new hosts will be awarded select prizes from some of the program's participating green sponsors.

"The Whole Earth Generation online series will be used to engage
viewers with fresh environmental ideas and all things green. The six young hosts will be the on-air personalities with the charge of engaging their peers and showing that tweens and teens can really influence how we protect our planet," said Kennedy.

In addition to its weekly series, participating Whole Foods Market
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. From the kitchen to the laundry room to the bathroom, Whole Foods Market demonstrates the easy things you can do in each room to make your life and our planet a little more environmentally safe. By bringing their own reusable shopping bag, using green energy or simply recycling more shoppers are encouraged to participate in just one easy thing a day.

To further communicate the message of green in the home and among the Whole Earth Generation, Whole Foods Market will feature eco-conscious insights from some of their greenest vendor partners including: Seventh Generation, Organic Valley, Recycline, The Hain Celestial Group, Nature's Path, Odwalla, Ecover, Annie Chun's and White Wave.

Contact: Mara Engel/Cheryl Roth
OrganicWorks Marketing
212.253.0474
Mara@organicworksmarketing.com

About Whole Foods Market(R)

Founded in 1980 in Austin, Texas, Whole Foods Market
(http://www.wholefoodsmarket.com) is the world's leading natural and organic foodssupermarket and America's first national certified organic grocer. In
fiscal year 2007, the Company had sales of $6.6 billion and currently has
more than 270 stores in the United States, Canada, and the United Kingdom.
The Whole Foods Market motto, "Whole Foods, Whole People, Whole Planet"(TM)
captures the company's mission to find success in customer satisfaction and
wellness, employee excellence and happiness, enhanced shareholder value,
community support and environmental improvement. Whole Foods Market, Fresh
& Wild(TM), and Harry's Farmers Market(R) are trademarks owned by Whole
Foods Market IP, LP. Wild Oats(R) and Capers Community Market(TM) are
trademarks owned by Wild Marks, Inc. Whole Foods Market employs more than
50,000 Team Members and has been ranked for ten consecutive years as one of
the "100 Best Companies to Work For" in America by FORTUNE magazine.

Whole Foods Market is continuing to strengthen its commitment to the
environment. Most stores participate in a composting program where food
waste and compostable paper goods are regenerated into compost. Each store
has a Green Mission Team, an internal task force composed of Team Members
who inform and improve green actions for their store. The downtown Austin
store as well as the Sarasota store are recognized for their sustainable
green building practices and are LEED (Leadership in Energy and
Environmental Design) certified. Additionally, many stores serve as a
collection point for shoppers to recycle their plastic bags. Whole Foods
Market also has won the prestigious EPA Green Power award consecutively for
the past four years for its renewable energy credit purchases.

This release was published on openPR.