MEDIA  RELEASE   April 10, 2002
For Immediate Distribution

Hy-Vee and Dahls support Local Food Systems
with new line of local organic meats

for more information, contact Wende Elliott: 515.240.1022

This spring Hy-Vee and Dahls have made a strong commitment to supporting
local food systems by beginning to carry organic meat bought farmer-direct
from a coalition called Wholesome Harvest.  Wholesome Harvest is a marketing
collaboration of small organic farmers who together can produce the volume
that a grocery chain demands.

Meat Managers at the stores and executives at Dahls and Hy-Vee recognize the
growing consumer interest in organic meat that has been produced on low
density pasture and has been given feed that was raised organically, free of
chemicals to safeguard our water supplies from chemical field runoff.
Consumers concerned about environmental protection, humane treatment of
animals, and health concerns about food safety all are interested in this
type of meat.   Says Hy-Vee's 74th St Meat Manager Mr Becker, "Organics are
becoming really big and we want to make this available to our customers."

Chairman of the Iowa Food Policy Council Neil Hamilton believes Wholesome
Harvest's creation of logistical infrastructure and cooperative production
methods are an important development in the local food system as mentioned in
his comments at the first annual Food Policy Conference last Friday.  Gail
Kotval, manager of the Taste of Iowa program says Wholesome Harvest "is a
good example of the planning required and marketing support needed to
distribute locally grown agricultural products."

Wende Elliott, coalition coordinator and organic farmer, pointed out that
"purchasing locally grown meat that is raised with organically grown feed is
one way for the urban Iowan to show support for the Iowa family farm and
express their concern for our environment at the same time.  This is an
example of a win-win situation for Iowa."  "Consumers can bring change faster
than any legislator by voting with their forks and their wallets today."

Hy-Vee and Dahls are glad to carry a local brand of meat that not only
supports local rural economies, but also pledges to give a percentage of
profits to environmental charitable causes.  Says coordinator Wende Elliott,
"We want to be a socially responsible company.  Something as simple as an
individual shopper's choice to buy a package of local organic meat can have
big repercussions for our local environment and economy, should the consumer
decide to voice her concern and exercise her power this way."

The farmer members of the coalition feel very strongly about being good
stewards of the land and having their work be a legacy for the next
generation.  Says Farmer Lloyd Wettstein, "I raise food for my own family in
the way I think is healthy.  I don't want to be around chemicals when I farm
or feed my kids hormone- and antibiotic-laden meat."

Hy-Vee and Dahls are carrying local Wholesome Harvest organic pasture chicken
at select branches: In Des Moines, the Hy-Vee at 74th/University and Grand
Ave near EP True.  Dahls is carrying the local meat at its Ingersoll store.
Other branches may begin to carry the meat depending on customer request. The
Hy-Vee store on 74th is also carrying organic local free range duck.  Both of
the Hy-Vees in Ames are carrying the chicken.  Independent grocers were the
first to carry Wholesome Harvest meat back in June of 2001, such as Campbells
and New City Market in Des Moines, and Wheatsfield and John's Natural Foods
in Ames.

Wholesome Harvest hopes to supply Hy-Vee and Dahls with pre-ordered fresh
turkeys for Thanksgiving and add organic beef to the product line shortly.
Its lamb and duck are available at area health food stores.  Sample profiles
of the farmers who grow the food are periodically alternated on the website
www.wholesomeharvest.com.

Nationally recognized sustainable agriculture advisors to the coalition are
excited about what is happening in central Iowa.  ISU extension specialist
and advisor to the group Tom Olsen "sees this as a great new opportunity for
farmers."  Chris Bedford of the Humane Society's national campaign feels it
is vital for "consumers and activists to not only point out what is not
working, but also to examples of what the viable alternatives are and how to
support them."  Leopold Center's Rich Pirog is glad to see stores like Hy-Vee
buy direct from farmers, "This type of ownership and involvement is essential
in creating a value chain that truly works for farmers."  Kevin Edberg,
director of Cooperative Development Services based in Wisconsin has said that
"Wholesome Harvest has identified key market niches that fit with the goal of
providing a diversified and sustainable agriculture for their home state of
Iowa."

Local respected chefs are also using the organic free range meat on their
menus.  Chef  and owner Jeremy Morrow of 43 Restaurant and Bar and Bistro 43
wants to  "know the source of his meat and support the local economy.  Most
important," he says, "the quality level is much higher than mass produced
meat."   Des Moines Golf and Country Club, Cosi Cucina, Hotel Pattee in Perry
and Aunt Maude's in Ames as well find the meat to have superior taste,
appearance and cooking qualities which are their deciding factors in
purchasing the meat.  The chefs say that the key to doing business with
Wholesome Harvest is that the farmers were able to form a new system so that
enough meat was available and quality consistent.  Chef North of Hotel Pattee
says organic meat "tastes better, looks different and prepares different.  My
customers are demanding organic meat more than ever before."

Rick Hartmann of Practical Farmers of Iowa sees "numerous other benefits
flowing from these types of marketing arrangements such as intellectual
satisfaction, greater family interaction, enhanced community and
environmental improvements." Erin Jordahl, Director of the Iowa Chapter of
the Sierra Club, says "The key to protecting Iowa's air and water quality is
to support smaller-scale, family farms that raise livestock in a sustainable
manner.  Iowans do not want to see the livestock industry run out of this
state.  But Iowans do want to see their food raised in a way that doesn't
negatively impact Iowa's natural and cultural environment."

"I'm thrilled to have this choice as a consumer.  Grocery store availability
is just another sign of the growing demand for local, organic foods," said
Elizabeth Horton Plasket, Executive Director of the Iowa Environmental
Council.  "Local food production is a vital component for Iowa's economy and
environment, and a priority for many of our member organizations.  And
Wholesome Harvest is obviously a success story.  I think of it as value-added
for producers, for consumers, and for Iowa's economy."

Dr. Renee Ellerbroek of Des Moines, mother of three and a physician, is a
loyal Wholesome Harvest customer and says, " I don't cook at home as often as
I wish I did, so when I do make the effort to cook a good meal, I want
excellent meat, so I buy Wholesome Harvest."

Wholesome Harvest was founded by farmers right here in Story County, and
their headquarters are located in a farmhouse in rural Colo.  Less than a
year old, the coalition is already among the largest in the nation for
headcount of organic meat producers working together collectively.  The
coalition hopes to create access to value-added markets for 20 more farmers
this year.

Farmer Wende Elliott sums up the future, " We are so thankful that so many of
the local grocery stores and restaurants are supporting our grassroots
project.  They are doing their part to help create local food systems. Now
the ultimate test for the survival of the small local organic farmer is if
the consumer will make an effort to purchase the product."

For additional quotes please call
HyVee manager Jason Becker 515-226-8753
Farmer Lloyd Wettstein 641-929-3355
Farmer Mike Lodge 319-643-5911
Chef David North, Hotel Pattee  515-465-3511
Chef Terry Boston, DM Golf and CC  515-440-7560
Chef Jeremy Morrow  43 Restaurant 515-362-5224
Chef Doug Smith, Cosi Cucina 515-278-8148
Wheatsfield Grocery Manager Linda Johnson 515-232-4094
Campbells Manager Glenn Gibb 515-277-6351
Renee Ellerbroek 515-270-8423
Erin Jordahl, Sierra Club 515-277.8868
Chris Bedford, Humane Society 240-432-7520
Gail Kotval, Taste of Iowa 515-242-4731
Also see www.wholesomeharvest.com




Erin Jordahl
Director, Iowa Chapter Sierra Club
3839 Merle Hay Road, Suite 280
Des Moines, IA 50310
515-277-8868
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