AUSTIN, Texas, May 5, 2011 /PRNewswire/ -- Haiti's king of fruit – the Francis mango – is
taking the throne at Whole Foods Market. For a limited time,
shoppers will find this exclusive, organic and Fair Trade™
Certified fruit under the grocer's Whole Trade program. The Whole
Trade Guarantee – which drives meaningful dollars into the
struggling Haitian economy – ensures that these rare, delicious
mangoes are ethically grown and sourced.
Whole Foods Market is the sole buyer of certified organic and
Fair Trade Certified mangoes from small Haitian growers, sometimes
buying from a family with just one tree. Shoppers can find these
mangoes in stores nationwide under the grocer's Whole Trade program
during the varietal's short six-to-eight week season.
"This variety's juicy, richly-flavored flesh and sweet, aromatic
scent excites all the senses for a truly tropical flavor experience
our shoppers wait for all year," said Michael Besancon, senior global vice president
of purchasing, distribution and marketing. "The bright flavor and
low-fiber texture of the Francis mango from Haiti is simply unmatched. Best of all, with
the Whole Trade Guarantee, shoppers can buy with confidence,
knowing that their purchase help put money back into the pockets of
the hard-working farmers who produce this exceptional fruit."
Through Whole Trade products, Whole Foods Market supports
positive change in the developing countries where it sources
products. The program ensures exceptional quality, a safe and
healthy working environment and the peace-of-mind that those foods
are produced using environmental practices that promote
biodiversity and healthy soils.
"Despite the troubles and poverty gripping Haiti, the population and especially the mango
growers still have hope" said Ben
Schmerler, producer services manager for Fair Trade USA. "By
celebrating this Haitian gem and investing our efforts and faith in
the growers, together we can help Haitian people rebuild their
future."
Many Haitian mango growers have only one or two trees, and with
the season being a short period from late April to early June,
equitable pay is crucial to assist these growers year-round. Whole
Foods Market's on-the-ground exporter, Perry Exports, is the key
driving force organizing the grower groups to achieve and maintain
Fair Trade and organic certifications. These certifications
increase transparency and market value which drives better returns
for growers.
"By offering growers a higher purchasing price for their
mangoes, we hope to create incentives for farmers to plant mango
trees that will reduce erosion and provide an income stream for
impoverished people in Haiti,"
said Besancon. "While buying Whole Trade mangoes will by no means
solve the devastating issues Haiti
now faces short term, our shoppers are helping to play a small role
in the country's recovery."
The estimated selling period for these "get them while you can"
Haitian Whole Trade mangoes is throughout May and into June at all
Whole Foods Market stores nationwide.
About Whole Foods Market® Founded in 1980 in Austin, Texas, Whole Foods Market
(wholefoodsmarket.com, NASDAQ: WFMI), is the leading natural and
organic food retailer. As America's first national certified
organic grocer, Whole Foods Market was named "America's Healthiest
Grocery Store" by Health magazine. The company's motto, "Whole
Foods, Whole People, Whole Planet"™ captures its mission to ensure
customer satisfaction and health, Team Member excellence and
happiness, enhanced shareholder value, community support and
environmental improvement. Thanks to the company's nearly
60,000 Team Members, Whole Foods Market has been ranked as one of
the "100 Best Companies to Work For" in America by FORTUNE magazine
for 14 consecutive years. In fiscal year 2010, the company had
sales of more than $9 billion and
currently has more than 300 stores in the
United States, Canada and
the United Kingdom.
Contacts: Liz.Burkhart@wholefoods.com; 512.542.0682
Lindsay.Lehfeld@wholefoods.com; 512.542.3483
SOURCE Whole Foods Market
