We hope you enjoy this encore blog post about a wonderful Christmas tradition.

Christmas Eve means a lot of things to different people, but to those of us who celebrate the Feast of the Seven Fishes (festa dei sette pesci), it’s always meant fresh, delicious seafood (and maybe an early present or two). The Seven Fishes is an Italian tradition of serving seven courses (or more!) of fish and seafood on Christmas Eve. It is said to have begun in early Roman Catholic days when the tradition of abstinence from meat and milk products was strong. Also known as La Vigilia, or the vigil, the Seven Fishes is a celebration and a commemoration as we wait for midnight and Christmas Day.

Originating in Southern Italy, Seven Fishes is now celebrated mainly in the U.S. and has been adopted by a variety of cultures. If you want to give it a try this year, our seafood departments really shine when it comes to the diverse dishes presented for the Seven Fishes celebration. It’s a lot of food, but spread over the whole night it keeps everyone happy and full.

Read the rest of this entry »

Get it while it’s here! Thanks to improved management, swordfish populations have recovered in North Atlantic waters, and Nova Scotia’s harpoon fleet is the first swordfish fishery to be certified sustainable by the Marine Stewardship Council. Harpooners bring us fresh swordfish for just a few weeks each summer, so now is the time to get cooking with this legendary fish. Learn more and find great cooking tips and recipes at Not Just Another Fish Story.

The Nova Scotia harpoon fleet uses a traditional, time-honored fishing method, relying on knowledge and techniques handed down from generation to generation. Most of these boats are captain-owned, and most operate as day boats — returning to harbor each day to unload their catch fresh rather than processing and freezing it on board.

Swordfish are a highly migratory species inhabiting tropical, temperate and even cold waters worldwide.  In the summer months we find North Atlantic swordfish in the deep waters off the coast of Nova Scotia. Skillful harpooners sight large, mature swordfish as they bask near the surface during the day, and target individual fish — one-by-one — with a harpoon attached to a line. Because fishermen actually see the swordfish they’re after, there is virtually no chance of accidentally catching small immature swordfish or other marine life (known as “non-targeted catch” or “bycatch”). And the slow, one-by-one approach helps prevent fishermen from catching too many fish and exceeding their legal quotas. It’s an age-old fishing technique with very low impact on ocean habitat. Following rigorous review and auditing, the Nova Scotia harpoon fishery has become the first swordfish fishery ever to be certified sustainable by the Marine Stewardship Council (MSC).

Read the rest of this entry »

What’s for dinner? Make it tilapia! Today is our one-day only sale for responsibly farmed tilapia at an amazing $4.99 per pound – that’s around 40% off – almost a $4 savings per pound* at all U.S. and Canada Whole Foods Market stores.  Tilapia is one of the most popular fish choices among our customers who enjoy its mild flavor and versatility. Perfect for a quick weeknight dinner or even dressed-up for dinner guests, tilapia takes well to a variety of flavorings and cooking techniques. Baked, broiled or poached, tilapia is a delicious white and flaky fish that will fit easily into your new year’s resolutions for healthy eating as well as your budget!

xx = Amount of savings varies by store

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. Learn about our farmer partners and how they grow fish the old fashioned way, by letting fish reproduce naturally.

All the more reason you’ll want to stock up during our first-ever, one-day sale on fresh tilapia. Tilapia freezes well so buy extra to freeze but remember to use it within 60 days for the best quality and flavor.

Here are some great ideas for tilapia: Try a super easy and quick dinner with Baked Tilapia with Lemon-Thyme Flaky Salt. Or for a little dressier meal, try Broiled Tilapia with Shitake Red Rice Pilaf, a delightful choice served with sautéed spinach and a rice pilaf with shitake mushrooms and Bhutanese Red Rice.
If you’d like more recipes, check out our recipe collection on our website or talk to one of our fishmongers at your local store. At this amazing price, you’ll get a great buy and a delicious, responsibly farmed fish. What a great way to start 2011!

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!

Christmas Eve means a lot of things to different people, but to those of us who celebrate the Feast of the Seven Fishes (festa dei sette pesci), it’s always meant fresh, delicious seafood (and maybe an early present or two). The Seven Fishes is an Italian tradition of serving seven courses (or more!) of fish and seafood on Christmas Eve. It is said to have begun in early Roman Catholic days when the tradition of abstinence from meat and milk products was strong. Also known as La Vigilia, or the vigil, the Seven Fishes is a celebration and a commemoration as we wait for midnight and Christmas Day.

Originating in Southern Italy, Seven Fishes is now celebrated mainly in the U.S. and has been adopted by a variety of cultures. If you want to give it a try this year, our seafood departments really shine when it comes to the diverse dishes presented for the Seven Fishes celebration. It’s a lot of food, but spread over the whole night it keeps everyone happy and full.

Read the rest of this entry »

Today’s the day! Our 31/40 count (medium) cooked shrimp are just $5.99 per pound — that’s around 50% off. We’re making it available in two ways: thawed ready to eat and frozen in 2–pound bags — either way, it’s only $5.99 per pound. Stock up for the holiday season. Since this deal is so crazy good, we are limiting each customer to no more than 10 pounds so everybody can get in on the fun.

XX = Amount of savings varies by store. But it’s a heck of a deal regardless!

Time to rework that Thanksgiving menu! This Friday only, November 12^th, Whole Foods Market is featuring 31/40 count (medium) cooked shrimp at just $5.99 per pound!

These tasty shrimp are cooked, peeled and deveined too, with just the tail left on, perfect for dipping or pasta recipes.  And, yes, I said $5.99 per pound —that’s around 50% off!

We’re making it available in two ways: thawed ready to eat and frozen in 2–pound bags — either way, it’s only $5.99 per pound. You can stock up for the holiday season.

Read the rest of this entry »

You may be asking “why are these folks talking shrimp when everyone else is talking turkey?” Well, because seafood was served at the first Thanksgiving feast AND sometime in the week or so (they won’t let me say exactly when) we’re going to offer an incredible value on farm-raised shrimp exclusively from your local Whole Foods Market fishmonger. When the time comes, we want you to already know the back story about what sets our shrimp apart from the rest. That way you can really appreciate the value you are getting!

Read the rest of this entry »

Whether you call it “fish farming” or go for the more formal term “aquaculture,” people have a variety of concerns about farmed fish. (Yes, wild-caught seafood has its issues too — see our recent post on our new wild seafood ranking program.) Having worked in the seafood business for more than 20 years, I can safely say that one of the biggest changes in the last few decades has been the implementation of the Whole Foods Market Aquaculture standards.

Two years ago (in 2008) we launched the toughest Quality Standards for farmed seafood in the trade. Fish farmer who want to work with us must complete a lengthy application detailing all their farming practices (along with a huge list of other things). they must testify that no mammalian or avian by-products are in their feed, that no added hormones are used, and that organophosphate pesticides are never applied. And it’s more than just words — the farm must be certified that they meet our Standards for Farmed Seafood by a 3rd party inspector before any of their fish makes its way to our stores. Not only that, but they must continue to pass annual inspections for as long as they do business with us. Read the rest of this entry »

A trip to Iceland may conjure up images of active volcanoes and Vikings, but these days it’s more realistic to spot sustainable fishermen working with low impact gear. Our stores in Northern California as well as in the Northeast area are currently carrying fresh long line Atlantic Cod from Iceland, and the customer reaction has been great. Cod is a fish known to change worlds and impact cultures for hundreds of years, and it’s certainly no stranger to controversy.

As the global seafood coordinator for Whole Foods Market I’ve seen my share of unique and impressive fisheries; visiting Sudureyri in the far northwestern corner of Iceland ranks with the best of them. I headed there last month with a small group from Whole Foods Market to see the fishery first hand. The initial impression of Sudureyri brings to mind one word – remote. This small fishing village of less than four hundred people is only an hour plane ride from Reykavik but a world away from standard industry. To reach the village you have to travel miles through the mountains in a dark tunnel, emerging out onto a beautiful landscape of peaks and valley with the ocean spread out on all sides. The town features an inn, your classic pub or two, and a few dozen modest homes. The industry here consists of long line cod fishing, with a nod to passionate sport fishermen from Europe who often visit in the summer to catch hook and line cod — sometimes weighing over 40 pounds! Read the rest of this entry »