Thanksgiving Sales of Organic Turkey & Tofurky on the Rise

PAN OF GREEN GOBBLES
Sales of organic turkeys and Tofurky on the rise

The organic turkey is the new Prius. If you're planning to carve one up for tomorrow's Thanksgiving meal, you're riding the latest wave of eco-chic. Organic turkey sales at Whole Foods Market have doubled this year, the upscale natural-foods chain reports. And that's building on impressive gains across the market last year: "In 2003, organic poultry, which would include turkey, sales grew 112 percent," said Holly Given of the Organic Trade Association. "They are so tasty. There is definitely a difference," said Mary Ebright, who bought an all-natural turkey on Tuesday in South Lake Tahoe. And for those who prefer to chow lower on the food chain, there's always Tofurky. Manufacturer Turtle Island Foods this year expects to sell 160,000 Tofurky Feasts, which include a meatless "roast," gravy with tofu "giblets," and other trimmings. Bon appetit!

straight to the source: USA Today, Bruce Horovitz, 24 Nov 2004 <http://grist.org/cgi-bin/forward.pl?forward_id=3706>

straight to the source: Tahoe Daily Tribune, Gregory Crofton, 24 Nov 2004 <http://grist.org/cgi-bin/forward.pl?forward_id=3707>
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Specialty grocers see healthy profit in mindful meals
By Bruce Horovitz, USA TODAY

A better-for-you Thanksgiving no longer means fewer helpings. This year, it might mean "turkey" made from tofu. Or a vegan pumpkin pie. Or organic cranberry sauce.

Turtle Island Foods' Tofurkey is an increasingly popular dish.

All of these formerly niche foods are becoming mainstream. For supermarkets, that means big business on some of their pricier items.

While some grocers offer free turkeys to lure shoppers, Whole Foods Market has seen organic turkey sales ‹ at a healthy $2.99 per pound ‹ double this year, spokeswoman Kate Lowrey says.

Some nutritionists think it makes sense. "A good feast should have high-quality ingredients," says Cynthia Lair, who lectures at Bastyr University in Washington state.

Others are cashing in this Thanksgiving on the societal urge to gobble healthier grub:

€Tofu turkey. "It's a mystery to us why anyone would put a dead bird on the table," says Seth Tibbott, founder of Turtle Island Foods, maker of Tofurky, a turkey replacement "roast" made from tofu, vegetable seasonings and spices.

A decade ago, the company sold several dozen. This year, it expects to sell 160,000 Tofurky Feasts ‹ Tofurky and trimmings, including gravy with tofu "giblets" ‹ which feed four and cost $20 apiece.

A growing number of shoppers are buying them for health, rather than ethical, reasons, Tibbott says. Most will share the Thanksgiving table with a real turkey, he says. "We're trying to make peace at these gatherings."

€Heritage turkey. Heritage breed turkeys, once nearly extinct, are making a comeback. "We're seeing a 60-fold increase in consumer requests," says Guillermo Payet, president of Local Harvest, a national directory of family farms. The turkeys, bred for flavor, can cost twice as much as conventional turkeys because they take about twice as long to raise.

€Vegan pumpkin pies. What every dessert table needs: a gluten-free, wheat-free pumpkin pie. The pies, which cost up to $12.99, are made by Fabe's All Natural Bakery and also have no butter or eggs.

€Meatless gravy. Don't look for a picture of a turkey on the package of vegetarian gravy made from rice by Road's End Organics. "We didn't want to turn off vegetarians," owner Matthew Koch says.

€Organic cranberries. Sno Pac Foods is rolling out organic frozen cranberries that cost about 40% more. "It's not just hippie types who want organic anymore," says Peter Gengler, president.

€Turkey & Gravy Soda. That's just one of the weird, holiday drinks from Jones Soda. There's also Green Bean Casserole and Mashed Potato & Butter. All have no carbs and no calories. The turkey soda, jokes CEO Peter van Stolk, "takes the work, worries and cost out of preparing a turkey dinner."

Find this article at: http://www.usatoday.com/money/industries/food/2004-11-23-tofuturkey-usat_x.
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