Title: News Release

Passionfish Contact: Patti Parisi,
Director of Marketing & Communications
(510) 593-5188
Other Contact: Ray Kau,
Whole Foods Market, Hillcrest
(619) 294-2800

San Diego's hip Hillcrest store teams with Passionfish for two lively July events to support sustainable seafood certified by the Marine Stewardship Council

Oakland, CA - June 30, 2003

Passionfish is teaming with Whole Foods Market in the hip Hillcrest neighborhood of San Diego for two events promoting wild Alaskan salmon. The salmon is certified as ecologically sustainable by the Marine Stewardship Council.

On Thursday evening, July 17, in the store's dining area, Andrew Ryland Spurgin will prepare wild-caught salmon using one of his signature recipes. Spurgin is Co-Founder and Director of Seafood Education and Events at Passionfish, a West Coast non-profit public education program devoted to wild fisheries and aquaculture sustainability.

Spurgin, also Executive Director of Waters Fine Catering and a James Beard Chef, will be accompanied by Passionfish advisor Heidi Dewar, Ph.D., a marine scientist with the Census of Marine Life. Together, they will discuss salmon and efforts underway to ensure its future. Spurgin will also give away copies of his favorite summertime recipes and share fish preparation techniques. Whole Foods will provide tastes of wine as part of this lecture series. Admission is $10. The event runs 6:30 p.m.-8 p.m.

Then, on Sunday, July 20, join Spurgin for a wild-caught salmon barbecue in Whole Foods' parking lot. Proceeds from this afternoon barbecue will benefit Passionfish. The organization brings business and conservation leaders together to cooperatively tackle the crises in marine fisheries.

"Our ocean needs attention," says Spurgin. "Passionfish is unique in that we are catalyzing dialogue between often-competing sectors. If people are willing to sit down and set aside their differences, these real and complex problems can be solved."

Taking the issues a step further, Passionfish will next be convening a one-of-a-kind public forum in San Diego on September 25. As part of the Oceans 2003 conference, Passionfish will invite a blue-ribbon panel of celebrities, civic leaders, and experts to engage in a spirited and evocative discussion about sustainable fisheries. Conference organizers are expecting record attendance. Later that night on the campus of the Scripps Institution of Oceanography (SIO), Passionfish and the James Beard Gastronomically Correct Chefs of San Diego will co-host a by-invitation hundred-year birthday bash for SIO.

Sundays are meant to be lazy, so mosey yourself and all of your friends and family down to Whole Foods in Hillcrest to enjoy the food and camaraderie. Spurgin will be joined in the festivities by local chef Amiko Gubbins of Parallel 33; Gubbins, also a James Beard Chef, was San Diego's Chef of the Year 2002. For just $6, you are supporting environmentally sustainable seafood and helping ensure that salmon will be around for generations to come. The barbecue runs from noon-3 p.m. To help fund its mission, Passionfish will be selling its t-shirts and tote bags. Get them while they and the salmon are hot!

Both promotions are part of the "Fish for our Future" campaign by Whole Foods Market, the Alaska Seafood Marketing Institute, and the Marine Stewardship Council (MSC). MSC recognizes well-managed fisheries via a certification and eco-labeling program.

In addition to its forums and seafood celebrations, Passionfish is developing public education materials about sustainable seafood, including a cookbook with unique but easy-to-prepare recipes by Spurgin and guest chefs. The organization is also developing a children's experiential education program.

Whole Foods Market, Hillcrest, is conveniently located with ample parking at 711 University Avenue, San Diego. Enjoy the Sunday salmon barbecue to support Passionfish!

Marine Stewardship Council: www.msc.org
Oceans 2003: oceans2003.org
Parallel 33: entertainment.signonsandiego.com/profile/93059
Scripps Institution of Oceanography: scripps100.ucsd.edu/bash.cfm
Whole Foods Market: www.wholefoods.com