Whole Foods sells a Truckload of Tuna

More than a ton of fresh, whole troll-caught albacore was sold between two Whole Foods Markets on the 12th and 13th of August. The tuna, supplied by Western Fishboat Owners Association (WFOA)-member Pacific Seafood, was sold as part of the 3rd Annual Albacore Truck Sale coordinated by Whole Foods Select Fish in the Northwest.

At Portland, Oregon’s Whole Foods Market Fremont, 1,000 lbs of whole tuna was sold in just 56 minutes and by noon, seafood was at 18.18% of store sales.

The event surpassed everyone’s expectations. It was so huge says Regional Seafood Coordinator, Mark Curran “In all my years, I have never seen anything like this!”

In celebration of the local albacore season, Whole Foods Market brings fresh, line-caught, sustainably managed tuna to the West Coast. The natural and organic foods grocer partners with WFOA to promote Wild Pacific Albacore with cooking demonstrations, expert tips and free samples, and shoppers have the rare opportunity to buy a whole fish direct from the delivery trucks and watch it be filleted on site.

WFOA has worked with Whole Foods Select Fish for the past three seasons to increase supply, sales and awareness of Northwest troll-caught albacore. The truckload sales were part of a month-long promotion of albacore in Portland and Seattle-area locations. Other activities include sampling, price promotions and special in-store signage and marketing materials.