Health Starts Here With Whole Foods Private Brand Vegetables

Austin, Texas based Whole Foods Market announced the introduction of eight new frozen vegetable blends, developed specifically under its Health Starts Here program guidelines, to offer shoppers “more affordable, convenient ways to support a healthy lifestyle.”

Launched under the company’s 365 Everyday Value Private Brand, the new products offer a host of vibrant flavor combinations that are free of added sodium, artificial preservatives, additives and sweeteners.

“With these ready-to-go bags, you don’t need to plan for prep time — they’re already primed for a quick and healthy side or entrée every day of the week,” said Chad Sarno, global Health Starts Here program coordinator for Whole Foods Market. “Flash-freezing vegetables preserves their fresh taste, which means our shoppers can enjoy that just-picked taste year-round.”

The new frozen vegetables are available at Whole Foods stores nationwide for $1.99. The line includes:

Garden Blend: a rich medley of carrots, broccoli and sugar snap peas — an excellent source of vitamins C and A.

Four Seasons Blend: sugar snap peas, yellow squash, carrots and corn — a “colorful dose” of vitamin A.

Harvest Blend: green peas, carrots, kale and corn — an excellent source of vitamin A and a good source of fiber.

Soup and Stew Blend: a mix of spinach, asparagus, mushrooms and red potatoes — said to pack a nutrient punch.

Beans and Greens Blend: kidney beans, Great Northern beans and kale — a “delicious source” of iron and fiber.

Blue Curled Kale: leafy greens packed with a wealth of nutrients such as immune-boosting carotenoid and powerful phytochemicals.

Collard Greens: greens withr sturdy full-flavored leaves with a pleasing cabbage-like taste — “bursting with vital nutrients.”

Leafy Greens: collards, kale and mustard greens — an excellent source of vitamin A.

“These blends make creating delicious, nutrient-rich meals like soups, stews and chili, brown rice pilaf, quinoa with tofu or pasta a snap,” Sarno added. “They’re also affordable and convenient since you don’t have to worry about any spoilage.”



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.