Whole Foods Touts Natural Alternatives for Babies | Adweek Whole Foods Touts Natural Alternatives for Babies | Adweek
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Whole Foods Touts Natural Alternatives for Babies

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As part of the ongoing "Be Good to Your Whole Body" campaign in its Whole Body departments, Whole Foods Market is rolling out a "Whole Baby" promotion this month with a baby photo contest, special offers and discounts, educational podcasts and in-store lectures, in addition to a brochure providing lifestyle tips and ideas for selecting natural alternatives.

To enter the national contest for the cutest "Baby's Favorite Foods" photos, parents can upload images of their babies enjoying their preferred meals, for a chance to win a Canon Powershot SD880 IS digital ELPH camera and other prizes, among them "Whole Baby" gift baskets and Whole Foods gift cards. Winners will be revealed at the end of March.

Throughout the month, in-store lectures by Whole Body experts will provide shoppers with information on such topics as prenatal top priorities, natural baby care choice, tips and concerns for breastfeeding mothers and top 10 "first food" facts.

"Preconception and early pregnancy are important times for women to move toward a healthier lifestyle," noted Whole Foods nutritionist Malia Curran. "From diet and household products to pampering for stress management, there are many choices for going natural, but it can be difficult to know what to look for."

An in-store brochure offers a Whole Baby "shopping list" with ingredients to seek out or avoid during pregnancy and throughout baby's first year. Included in the brochure are information on supplements; belly balms and lotions for pregnancy; selecting baby's first foods; and natural baby care and lifestyle items such as diapers, organic cotton clothing and bedding, and household cleaners.

Among the promotion's online resources are a video podcast featuring Lynda Fassa, founder of organic cotton clothing company Green Babies and author of "Green Babies and Sage Moms," who enumerates reasons to consider organic cotton bedding and clothing. Other Whole Baby audio podcasts deal with such issues as natural baby body care and the best choices for sensitive skin, and "Pregnancy-A Time to Go Natural," which explains how to choose natural supplements, body care and aromatherapy during pregnancy.

Companies offering special offers and discounts during the initiative include Seventh Generation, Bellybar, Earth's Best, Plum Organics, Traditional Medicinals, Hyland's, Stonyfield Farm, Peter Rabbit Organics and California Baby.

Whole Foods, based in Austin, Texas, employs 53,000 associates and operates over 275 stores in the United States, Canada and the United Kingdom.