Whole Foods launching food truck that will serve as test kitchen

01.27.10 Alberto Martínez AMERICAN-STATESMAN -- Whole Foods has introduced a new healthy eating campaign called 'Health Starts Here.' It's an extensive program that labels the nutritional value of foods throughout the store, even wine. The campaign will incorporate lectures, special events and support groups. Even the store's prepared foods will include nitritional information. TIA10 TIA Business For 0111wholefoods, biz.

Austin-based Whole Foods is getting into the food truck game. The truck, helmed by Momofuku alumnus Tien Ho and serve as a test kitchen, trying out new concepts for stores. It fires up March 10, the day before South by Southwest The truck will also be utilized for Whole Foods to collaborate with chefs and supplier partners. Ho, the new global vice president of culinary and hospitality for Whole Foods, created the truck in partnership with the grocer’s prepared foods team.

The truck, located at the flagship store on Lamar Avenue, will change names and concepts every two months. The first moniker? Tartinette. It will serve open-faced sandwiches (tartines) and salads daily from 11 a.m. to 8 p.m.

TIen Ho is spearheading the new food truck initiative from Whole Foods.
TIen Ho is spearheading the new food truck initiative from Whole Foods.

“This test kitchen is so exciting because we get to include Whole Foods Market customers in the process, using their input to create dishes that could become new favorites across the country,” Ho said.

Two percent of sales from the truck will benefit Whole Foods Market’s nonprofit partner, the Austin Food & Wine Alliance.

Whole Foods Market will announce Tartinette’s full menu at wholefoodsmarket.com/lamar in March.

Author: Matthew Odam

Restaurant critic & features writer at Austin American @Statesman and @Austin360. Austin-born 6th generation Texan. Left-handed.

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