AUSTIN, Texas — Whole Foods Market  here is raising awareness and support of Vitamin Angels, a organization that connects malnourished or undernourished children around the world with vital nutrients, like vitamin A, needed to survive and thrive.
Through its "Be Good to Your Whole Body" campaign in Whole Body departments throughout November, Whole Foods will highlight products that support the cause and educate shoppers about Vitamin Angels through the "Viva Vitamin Angels" blog podcast with founder Howard Schiffer.
From Nov. 1-30, Whole Foods Market will donate $1 for the first 5,000 people who share their thoughts about Vitamin Angels in response to the "Viva Vitamin Angels" podcast on the Whole Story blog. A second podcast, by Susan Oelker, southwest regional supplement buyer for Whole Foods, provides background on the company's relationship with Vitamin Angels and enthusiasm for supporting vendors that give back to the global community.
In-store, supplement-makers Rainbow Light and Garden of Life are doubling their contributions to Vitamin Angels for November. Year-round, for every package of Whole Foods' 365 Everyday Value children's supplements sold, 50 cents goes to the organization.
"The children that benefit most from Vitamin Angels' work are those that are most vulnerable — children under 5, living in rural areas in extreme poverty who no one else is reaching," said Schiffer. "This year, our organization is reaching over 20 million children in 40 countries, including the U.S., with vital nutrients and is literally saving children's lives. Our goal is to be reaching 50 million children a year by 2013. Every child should have the opportunity to realize their full potential and contribute to making this world a better place."