Whole Story

I’m often asked what makes Whole Foods Market’s farm-raised seafood so different and it’s a question I love to answer. The difference is that we know exactly where our farmed seafood comes from. We know where it swam and we know what it was fed...and more importantly, what it wasn't fed! We have the strictest standards in the industry for farmed seafood and only Whole Foods Market’s standards prohibit added hormones for farm-raised tilapia. All the more reason you’ll want to mark your calendars for January 14th for our first-ever, one-day sale on responsibly-farmed fresh tilapia. All Whole Foods Market stores in the U.S. and Canada will feature tilapia for $4.99 per pound – that’s about a 40% savings! (The exact savings can vary a bit by store.) Whole Foods Market’s Quality Standards for Aquaculture prohibit the common industry practice of using the hormone methyl testosterone to reverse the sex of tilapia. Conventional tilapia producers prefer to raise only male fish so that the fish put their energy into growth rather than reproduction and grow to a larger, more marketable size. Learn about our farmer partners and how they grow fish the old fashioned way: They let the fish reproduce naturally and then separate the males and females by hand and raise them in separate ponds. A mild and versatile fish, tilapia is one of the most popular among our customers. It’s a real family favorite, especially with children who seem to prefer the moderate and mild flavor. Perfect for a quick weeknight meal or even dressed-up for dinner guests, tilapia takes well to a variety of flavorings and cooking techniques. To help you get ready for the big sale day, here are a few of our favorite tilapia recipes:

• Broiled Tilapia with Parmesan and Herbs

• Crumb-Topped Tilapia with Green Beans

• Baked Southwestern Tilapia

• Cajun Tilapia with Broccoli and Brown Rice

And remember, if you have questions about our farmed fish, just ask! Our fishmongers are here to help. At this amazing price, you’ll get a great buy and a delicious, responsibly farmed fresh fish. What a great way to start 2011. See you on January 14th!