Passionfish Contact: Patti Parisi,
Director of Marketing & Communications
(510) 593-5188

Other Contact: Gretchen Krueger

for Whole Foods Market

Landis Public Relations

(415) 561-0888 x2315





Oakland, CA - September 15, 2004

Whole Foods Market® (NASDAQ: WFMI), the world’s leading retailer of natural and organic foods and America’s first national “certified organic” grocer, is hosting a Passionfish "Get the Dish on Fish"™ program, from 5:00 – 7:00 p.m. on Wednesday, September 22, in Portland, Ore. Local chef Kjeld Petersen, executive chef of Wild Plum Catering & Fine Foods, is leading Passionfish's outreach efforts in Portland, and will show Whole Foods Market shoppers how to prepare and enjoy sustainable seafood.

To celebrate the first day of autumn, Chef Kjeld will be preparing “Wild Salmon Prince Charlie,” a traditional salmon recipe from Scotland that includes Scotch whiskey and Drambuie liqueur. Chef Kjeld will share how to prepare his sumptuous recipe — perfect for easy fall entertaining — with participants and answer questions about salmon and seafood. This event is FREE and open to everyone who loves seafood and the ocean. Whole Foods Market in Portland is located at 1210 NW Couch Street and parking is free.

Passionfish celebrates sustainable cuisine through its vibrant "Get the Dish on Fish"™ events that take place in cooking schools, at restaurants, outdoor markets, grocery markets, and other special places. Our program's purpose is to help people prepare and enjoy seafood while building communities of informed citizens. The program involves cooking demonstrations, tastings, and questions and answers.

"I enjoy teaching people about the joys of seafood — preparing it, eating it, and learning something about its origin," says Chef Kjeld. "The Passionfish approach is educational and encompassing. We believe people can make wise decisions when empowered with useful information. That's what our "Get the Dish on Fish"™ program is all about. We help people help themselves while helping the ocean."

“To help fulfill our mission of keeping seafood plentiful, Whole Foods Markets partners with groups like Passionfish who encourage responsible practices and provide the public with accurate information about the issues,” says Genevieve Lynch, Director of Marketing & Community Relations of Whole Foods Market in Portland. “Passionfish has a vibrant program that helps dispel myths about seafood and supports ecological and economical viability.”

Our September 22 educational event marks the first Passionfish "Get the Dish on Fish"™ in Portland — we are planning two more community events this season at Whole Foods Market located in Portland's hip NW Pearl District.

"We're excited to have Kjeld Petersen on our team," says Carl Rebstock, Passionfish Executive Director. "We look forward to broadening our partnership with Whole Foods Markets and working with others in the Portland community."

The free Passionfish September 22 "Get the Dish on Fish"™ event will be held at Whole Foods Market, 1210 NW Couch Street, Portland's NW Pearl District, 5-7 p.m. Don't miss it!

MAP to Whole Foods Market, Portland

About us: Passionfish is for people passionate about the ocean, fishing, and seafood! We are a nonprofit public education project actively promoting sustainable wild fisheries and aquaculture. Founded in 2000, Passionfish has developed an innovative approach for addressing seafood and fisheries sustainability: forums that reveal common ground amid contention, celebrations of seafood, broadcasts that build awareness, and a unique book series aimed at inspiring consumers and students about ocean and seafood sustainability.

Whole Foods Market: