By Allen Pierleoni
If you've not tried the farmed, mild-tasting fish called tilapia, Friday is the day to get aboard.
That's when Whole Foods Market on Arden Way will hold a special on fresh (not frozen) tilapia fillets from Ecuador. The firm-fleshed fish will be priced at $4.99 a pound; it usually sells for $8.99 to $9.99 a pound. The one-day-only deal will happen at all Whole Food Markets around the country.
The question is: Why?
"We want to get the product out there so customers can taste it and know that tilapia can be a very healthful part of their diets," said Marshall Bronk, seafood team leader at the Sacramento store.
The Whole Foods press-release sales pitch about its farm-raised fish program is impressive: "(Our) quality standards prohibit antibiotics, added growth hormones, preservatives, and poultry and mammalian byproducts in (tilapia) feed. Plus, we have extensive requirements for protecting water quality, wildlife and sensitive habitats (where the fish are raised)."
For more information on Whole Foods' aquaculture standards, go to www.wholefoodsmarket.com/products/aquaculture.php.
For recipes, go to www.wholefoodsmarket.com/recipes/1603. If you want more than the one for tilapia tostatas, type in "tilapia" in the "Search" field.
For information on Friday's sale, Bronk will answer questions at (916) 488-2800 (ask for him in the Seafood Department).
Whole Foods is at 4315 Arden Way; open 8 a.m. to 9 p.m. daily.
P.S.: If you're in the mood for another kind of seafood dish - spicy garlic shrimp in white wine sauce, where whole cloves of garlic meet finely ground red peppers - try the Mandarin, next door to Whole Foods (916-488-4794).
Call The Bee's Allen Pierleoni at (916) 321-1128.