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 [log in to unmask] [log in to unmask]