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Maldives Tuna

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					                                        Maldives Tuna
                                           Dive into a sustainably great value with our tender
                                            and mild sashimi-grade tuna. It’s caught by hand
                                                in the Indian Ocean’s deep, clear waters.




                            22” x 28”



 Poster
 • Size: as marked



Another Fish Story - Tuna    Client: WFM             Round 2     April 25, 2011                  3
                                  Maldives Tuna
                               One man, one line, one fish: With our handline tuna,
                                    we can trace every fish back to the boat.




                                          Cling - 6” x 4.25”




 Cling
 • Size: as marked



Another Fish Story - Tuna   Client: WFM           Round 2      April 25, 2011         4
                     Seared Maldives Tuna
                     with Cumin
                     Serves 4                                                                                                  Maldives Tuna
                     Aromatic whole cumin seeds impart texture and spice, while a touch of coconut
                     oil, ideal for high temperature pan frying and searing, lends a sweet tropical flavor                     We like red fish, but we’re not keen on fish that have been rated red
                     to the dish. While you may use ground cumin in this recipe, whole cumin seeds                             (“avoid”) by the Monterey Bay Aquarium’s Seafood Watch program.
                     typically have more flavor (and a longer shelf life in your pantry).                                      So we set out to find a more sustainable alternative to imported,
                                                                                                                               longline-caught tuna, one that didn’t compromise on taste and
                     2 tablespoons crushed cumin seeds or ground cumin                                                         offered a great value, too.
                     ¼ teaspoon garlic powder
                                                                                                                               It was a pretty tall order, but our seafood buyers searched until they
                     ¼ teaspoon salt                                                                                           landed in the Maldives, a necklace of islands in the deep, blue waters
                       teaspoon cayenne pepper                                                                                 of the Indian Ocean. Fishing isn’t just a business there; it’s a way of
                     4 (6-ounce) Maldives Tuna steaks                                                                          life, one that the fishermen want to preserve for future generations.
                     2 tablespoons unrefined coconut oil                                                                       The small fisheries there have banded together and made a commit-
                     2 tablespoons lime juice                                                                                  ment to fishing using only sustainable methods like handlining: one
                     2 tablespoons roughly chopped cilantro                                                                    man, one line, one fish.
                     1 lime, cut into wedges                                                                                   We’re proud to offer this tender and mild sashimi-grade tuna
                                                                                                                               and to support fisherman who are working so hard to protect our
                     In a small bowl combine the cumin, garlic powder, salt and cayenne pepper;                                ocean wildlife.
                     stir to blend. Sprinkle the cumin mixture evenly over the tuna, coating it completely.
                     Heat oil in a large skillet over high heat until hot. Place tuna in skillet, and partially
                     cover the skillet. Sear for about 3 minutes. Turn the fish over and sprinkle with the
                     lime juice. Continue to cook until lightly browned on the outside and opaque
                     in the center, about 3 minutes.

                     Transfer tuna to plates, garnish with cilantro and lime wedges and serve.




                Front - 5” x 7”                                                                                           Back - 5” x 7”




 Recipe Card
 • Size: as marked



Another Fish Story - Tuna                                Client: WFM                        Round 2               April 25, 2011                                                                         5
  Local lore
 • Holy toe clips! Mountain biking is
                                      said to
 have been invented on the slopes of
                                       Mount
 Tamalpais.

 • The Dipsea Race is America’s olde
                                       st cross
 country running event and is the seco
                                         nd-
 oldest foot race of any kind in the cou
                                         ntry.

• The tallest tree in Muir Woods is 258
                                        feet,
and it came from a seed no bigger
                                    than the                                                                         In Marin, almost every neighborhood                               to bring you local products. We even
seed of a tomato!
                                                                                                                     has someone who’s making or                                       have a Local Forager who spends all
• Scenes from American Graffiti wer                                                                                  growing something delicious—                                      day looking for new and tasty things
                                     e filmed
at Tamalpais High School, and in Raid
the Lost Ark, shots of Indiana Jones’
                                        ers of                                                                       cheese, tomatoes, granola, eggs.                                  made nearby.
                                      house
were filmed in San Rafael.                                                                                           That’s why we make extra room on                                  So come to Whole Foods Market
                                                                                                                     our shelves, in our dairy case and in                             where good food brings you together
MARIN COUNTY LOCATIONS                                                                                               our meat and seafood departments                                  with good neighbors.
731 East Blithedale, Mill Valley • 415.381.3900
414 Miller Ave, Mill Valley • 415.381.1200
790 De Long Ave Novato • 415.878.0455
340 Third St, San Rafael • 415.451.6333
Open daily 8am-9pm
www.facebook.com/WholeFoodsMarketMarin




                                                  Our favorite “new” place to ride                                        Our favorite hike
                                                  Dias Ridge Trail, Golden Gate National Recreation Area                  Railroad Grade & Fern Creek Trails, Mt. Tam
                                                  www.nps.gov/goga                                                        www.mttam.net
                                                  What to bring: helmet, arnica gel, a couple of                          What to bring: sunscreen, water, trail mix from our bulk section,
    Ryan O’Shannan Farm, Petaluma                 bananas and a Steaz energy drink                                        and a Fra’Mani panino from our prepared foods department
              pumpkins                            One of Marin’s favorite trails is now reopen to mountain                Glorious panoramas of the Pacific coastline and San Francisco Bay to be had,
                                                  bikers(and others) after a year of restoration. Take in                 especially if you get a “Farallons Day” (one of those rare days when visibility is
       Make a date: 707.695.7805                  breathtaking views of the Pacific and the Headlands.                     greater than 25 miles).


       Quetzal Farms, Santa Rosa                  Our favorite excuse                                                     Our favorite place to paddle
                                                  to wear cowboy boots                                                    Heart’s Desire Beach, Tomales Bay
   dry-farmed tomatoes, apples & more             Trail Ride, Miwok Stables                                               www.nps.gov/pore
         Make a date: 707.318.5275                www.miwokstables.com                                                    What to bring: sunscreen, a good map, and a bunch of our 365
                                                  What to bring: Wide-brimmed hat,                                        Everyday Value items: Nutrient-Enhanced Water (we like grape),
                                                  jeans and a CLIF Bar tucked in your pocket                              Turkey Jerky, Organic Peanut Butter Pretzel Nuggets
    Straus Family Creamery, Marshall                                                                                      Tomales Bay State Park is a curvy 10-minute drive from Point Reyes and a great
                                                  The trail rides at Miwok Stables in Tennessee Valley begin with
         Dairy farm (tour for kids)               a short lesson at their arena and then you’re off on a leisurely        place to put your kayak in the water. You can paddle for an hour or, if you’re
                                                                                                                          adventurous, a few days—there are places to camp along the way.
     Make a date: 415.663.5464, x111              hour-or-so tour of the Headlands on horseback.




                                                                  Spring                  Summer                        Fall                             Winter
                                                                  • Artichokes            • Cherries                    • Apples                         • Citrus fruits
                                                                  • Asparagus             • Corn                        • Brussels Sprouts               • Kale
                                                                  • Avocados              • Green Beans                 • Figs                           • Mushrooms
                                                                  • Fava Beans            • Melons                      • Grapes                         • Swiss Chard
                                                                  • Spinach               • Peaches                     • Pears                          • Turnips
                                                                  • Strawberries          • Tomatoes                    • Persimmons                     • Winter Squash
                                                                      S
A SA MPLE OF LOCAL OFFERING
                                o • Gourmet Popcorn
1. 479 Popcorn • San Francisc
                                                             Eggs
                             scent City • Organic Pastured
2. Alexandre Kids Eggs • Cre
                                    aldsburg • Pickles, Sauerkraut
3. Ale xander Valley Gourmet • He
                               as • French Sea Salt
                                                                                RedHill Farms,
 4. Allstar Organics • Lagunit                                                   The chickens ro
                                                                                                           Petaluma
                                                                                                   am freely on D
                              Vegan Cookies                                                                       on Gilardi’s org
 5. Bountiful Vegan • Napa •                                                    pasture just lik
                                                                                                 e they did when                   anic
                                                                                farmed the land                   his grandfather
                                  o • Jams
 6. Cmbsweets • San Francisc                                                                      . Crack open on
                                                                                                                  e of his eggs an
                                                                    r          you’ll see—and                                      d
                                    o • Raw Meal Replacement Ba                                   taste—the diffe
 7. Core Method • San Francisc                                                 yolks and farm
                                                                                               -fresh flavor.
                                                                                                                  rence: big, rich
                                   • Concord • Bolani’s, Sauces
 8. East West Gourmet Foods
                                     as • Raw Smoothies
 9. Easy Living Foods • Lagunit
                                                                  Bars
                                  taluma • Black Seed Sesame
  10. Elixir Natural Foods • Pe
                                                                         uce
                                         x • Soy-Based Grilling Steak Sa                         Wild Pear Co., Tomales
  11. Fairfax Food Company • Fairfa
                                                                                                 Rivka Berg stirs up her jams by
                                    a Bean Dips & Spreads
  12. Fava • San Francisco • Fav                                                                hand using naturally sweet (and
                                      • San Rafael • Gelatos                                    local whenever possible) fruits with
   13. Fiorello’s Italian Ice Cream
                                                                                                lots less sugar than most. We went
                                lley • Granola
  14. From The Fields • Mill Va                                                                 “wild” when we tasted her jalapeño
                                 uma • Hummus
  15. The Hummus Guy • Petal                                                                    & garlic jam; perfect with a baguette
                                                                                                and blue cheese.
                                    tsburg • Iced Coffee
   16. Jamaica Tea Company • Pit
                                     l • Crepes
   17. Katya’s Kitchen • San Rafae
                                   ond • Brioches, Pot Pies
   18. La Fleur De Lyon • Richm
                                    • San Francisco • Kombucha
    19. Lev’s Original Kombucha
                                   can Canyon • Honey
    20. Marshall’s Farm • Ameri
                                    Rosa • Habanera Hot Sauce
    21. Matteo Granadas • Santa
                                                                        r
                                     uma • Organic European Butte
     22. McClelland’s Dairy • Petal
                                                                    chee
                                   Sauces, Dressings, Pickles, Kim
     23. Namu • San Francisco •
                                    ss • Organic Granola
     24. One Planet Granola • Ro
                                       • Corn Tortillas
     25. Primavera • Agua Caliente
                                    a • Pastured Eggs
      26. RedHill Farms • Petalum
                                                                         rs
                                         l • Chocolate-Dipped Fruit Ba
      27 . The Roman Bar • San Rafae
                                       a • Sauce, Marinade
      28. Sartain’s Menu • Petalum
                                        lita • Sacramento • Tortillas
      29. Sante Fe Trading/Mi Abue
                                     sa • Vegetarian Spring Rolls
       30. Saigon Bistro • Santa Ro
                                                                      l
                                      lley • Organic Olives, Olive Oi
       31. Sorelle Paradiso • Mill Va
                                         e • Natural Pet Food
       32. Spot Pet Treats • Greenbra
                                       uma • Salad Dressing
        33. Thai Ginger Bistro • Petal
                                           sburg • Kombucha
        34. Vibranz Kombucha • Heald
                                        les • Jam
       35. The Wild Pear Co. • Toma
     The Adventures of Harv
                                                                  He spends most of his days driving the back roads
                                                                  of Marin and Sonoma, getting cheesemakers to
                                                                  take a break from milking and waving farmers
                                                                  down off their tractors, all so he can discover more
                                                                  awesome local products for you.


                                                                 Here are just a few
                                                                    of Harv’s favorites...



              Harv               - Local Forager



                                                                                                       n e Harverst-bacetadomr
                                                                                                                     P lu a
                                                                                            County Lieens...delive ed k o
                                                                                                    gr
                                                                                            “Really fresh
                                                                                                              arvest ”
                                                                                            wit hin hours of h




                                                                                                                          Kendric
                                                                                                                                      Vineyard
                                                                                                                         “ Their 2
                                                                                                                                  007 pin
                                                                                                                                         ot is ex
                                                                                                                                                    s- San Ans
                                                                                                                                                              elmo
                                                                                                    Bodega
                                                                            amery                 -                                              cellent.
                                                                    ian Cre
                                                                                                                                                         ”
                                                                                                        de
              Core Method- San Francisco
              “Best meal replacement bars & they
                                                              Bohem    e
                                                                                  n
                                                                         nt Italia & neghbo
                                                                                            hee  ses ma ows”
                                                                                    -style c r ’s Jersey c
              donate 100% of profits to charity”               “Decad n goats
                                                                their ow




                           tas
                    Laguni
           r ganics- d salt ”
    Star Oewood-smoke
All heir appl                                                                                      arms-yolkta— ma
                                                                                            ill F ith rich Pes lu
                                                                                        Redh aised w
“Love t
                                   McClelland Dairy- Peta                              “Pasture-r
                                                          luma                         these taste like
                                                                                                        real eggs!”
                                   “I love this rich & crea
                                                            my European-style                                                      Delicias S
                                    butter on my toast.”                                                                                           alvadoren
                                                                                                                                  - San Fr
                                                                                                                                 “ Yu
                                                                                                                                           ancisco           as
                                                                                                                                     mmy Sa
                                                                                                                                            lvadoran
                                                                                                                                                       pastries
                                                                                                                                                               ”
Hello
 novato
     New store opening April 22


      ns
 coupoack
  on the b
                           lots of
                            free parking!
                             Accessible from De Long Ave or
                              from Scott Court, off of Grant Ave.




       790 De Long Avenue
 at the Millworks (De Long & Reichert • Old Town)
      OPEN DAILY from 8am-9pm • 415 878 0455
     We can’t wait to welcome you
                                    to your new neighborhood grocery store.




                                                                                                                                             • Bungalow Munch granola Corte Madera
                                                                                                                                             • Drakes Bay Farms oysters Inverness
                           WE’RE COMMITTED TO LOCAL                                                                                          • Rustic Bakery flatbread Novato
                           We've got hundreds of items on our shelves made by people          • Octoberfeast bread Larkspur                  • Cowgirl Creamery cheese Point Reyes
                           right here in the Novato community. Here's just a tiny sample of   • Three Twins organic ice cream San Rafael     • Easy Living Foods vegan biscotti Lagunitas
                           the good stuff you'll find in our store:                           • Republic of Tea Novato                       • Red Hill Farm pastured eggs West Marin
                                                                                              • Marin Roots Novato                           • Ancient Organics ghee Stinson Beach




YOU CAN COUNT ON OUR QUALITY                               our qual                                                  MORE OF THE GOOD STUFF FOR LESS THAN YOU THINK
• We carefully evaluate each and every product we sell.             i
                                                           standardty                                                From our 365 Everyday Value items to our Sure Deals to our Weekly Specials and


                                                                      s
• We feature foods that are free of artificial preservatives, colors, flavors,
                                                                                                                     coupon program, we’ve got lots of ways to eat healthy while keeping your budget happy.


  sweeteners, and hydrogenated fats.

• We are passionate about great tasting food and the pleasure of sharing it with others.

                                                                                                                 r-special
                                                                                                   Look for supe
• We are committed to foods that are fresh, wholesome and safe to eat.
                                                                                                               ing deals
• We seek out and promote organically grown foods.                                                 Grand Open
                                                                                                                   e store!
                                                                                                    throughout th
• We provide food and nutritional products that support health and well-being.
                                                                                                                                            $3.69             $6.99              $1.99          $2.99



 The Value                                  r ria d
                                           bGloe ous                                    Pick of                          Sustainable

bulk
     of
                                                Bread                                crop
                                                                                          the
                                                                                                                            so oa
                                                                                                                            f
                                                                                                                              ed                                     p a set utr e
                                                                                                                                                                           rfec
                                                                                                                                                                           P

Packed with bins of nuts, flours,          Our bakery is set up theater-            Our produce department is            We label our wild-caught                    Our meat department carries
dried fruits, legumes and other            style so you can so you can              bursting with fresh fruits and       seafood based on the                        only feedlot-free beef that’s
healthy items, our one-of-a-kind           watch our talented bakers                vegetables, including produce        Monterey Bay Aquarium’s                     been raised and finished on
bulk department lets you buy               make hearth breads, cookies              from our community like              sustainability ratings so it’s              pasture– a first in the country!
just what you need. Plus, we’ve            and other scrumptious treats             beets and cucumbers from             easy for you to make healthy
already bagged up our most
                                           from scratch every day.                  County Line Harvest farm in          and informed choices.
popular items so you can
                                                                                    Petaluma.
grab-and-go.                                                                                                                                                                                          WH664B
                           LOC AL




                                     OR
                  SS FED
                      100 %




                                     GA NI
                A
                                    C




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FROM LOCAL PASTURE TO PLATE




                                    SEALS & LOGOS
              FROM LOCAL                                                                                HOMESTEAD

                                                                                                        BEEF
             PASTURE                                             HOMESTEAD
              TO PLATE
             There was a time when people
                                                                 BEEF
                                                                 There was a time when people
                                                                                                        There was a time when people

             knew where their meat came from,                                                           knew where their meat came from,
                                                                 knew where their meat came from,
             and more than likely it came from                                                          and more than likely it came from
                                                                 and more than likely it came from
             cattle who grazed right down the                                                           cattle who grazed right down the
BLYTHEDALE
                                                                 cattle who grazed right down the
             road. We’ve brought back this                                                              road. We’ve brought back this
                                                    BLYTHEDALE
                                                                 road. We’ve brought back this
             tradition by partnering with                                                               tradition by partnering with
                                                                 tradition by partnering with
             Panorama Organic Grass-Fed                                                                 Panorama Organic Grass-Fed
                                                                 Panorama Organic Grass-Fed
             Meats to bring you nutritious, lean,                                                       Meats to bring you nutritious, lean,
                                                                 Meats to bring you nutritious, lean,
             grass-fed beef that was raised and                                                         grass-fed beef that was raised and
                                                                 grass-fed beef that was raised and
             processed right here in Marin and                                                          processed right here in Marin and
                                                                 processed right here in Marin and
             Sonoma counties.                                                                           Sonoma counties.
                                                                 Sonoma counties.




                                                                                                                                        DEPARTMENT POSTER
             HOMESTEAD BEEF
BLYTHEDALE
               From local
                  pasture
                     to plate

                        FROM
                         PASTURE
                             TO PLATE
                          We’re proud to bring you lean, organic, grass-
                          fed beef that was raised on small ranches right
                          here in Marin and Sonoma counties. It’ll
                          change the way you think about beef.




                                                       DEPARTMENT BANNER 5’X2’
                                                                                                      shopping cart ad



HOMESTEAD BEEF             delivery truck wrap
 from local
    pasture to plate




                                                  HOM EST E A D

                                                  BEEF
                                                  FROM LOCAL PASTURE TO PLATE




                                                                                brochure                      case pick
                       em ipsum dolor sit amet,
                       consectetuer adipiscing
                       elit, sed diam nonum.

                           DAN’S RANCH
                            PETALUMA, CA




                         recipe cards
 grocery bag

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