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Whole Foods announced yesterday that it will launch a weekly online cooking show entitled “Secret Ingredient,” which will be available on its website as well as on iTunes and The program will feature foods that are exclusive to Whole Foods Market or are special because they meet the company’s quality standards

"We hope to deliver inspiration," said Scott Simons, the new program’s host. "Because we focus on only one ingredient per episode, viewers really get to know the featured item and take away practical cooking tips and recipes. Top that off with easy yet tasty meal solutions and Secret Ingredient is a home cook's treasure."

The first episode, for example, features farm-raised catfish, raised without antibiotics in a pristine, controlled environment. Using the fish, Simons delivers a recipe for Thai-inspired fish tacos.
KC's View:
We love the concept and we love the multitude of channels through which it can be downloaded. We also wouldn’t be surprised to see it playing on flat screens in Whole Foods stores around the country…which would be a smart and individualized use of such technology to build the brand.