Whole Foods, Earth Balance Launch Holiday Bakeoff

Natural and organic foods retailer Whole Foods Market and Earth Balance, which makes a line of all-natural buttery spreads, shortenings, and nut butters have teamed up with social entertainment company EQAL to launch the Earth Balance Holiday Bakeoff on the company's new online community, MadeJustRight.com.

"We support innovation in the kitchen using all-natural and organic ingredients," said Errol Schweizer, senior global grocery coordinator for Austin, Texas-based Whole Foods. "Earth Balance products taste awesome and are a great vegan option, so it will be cool to see what our customers come up with."

For the Bakeoff, which began November 29 and runs through December 26, Earth Balance invites home bakers to submit their original holiday recipes on its new website for a chance to win a $400 Whole Foods Market gift card, a year's supply of Earth Balance products and an opportunity to have their recipe featured on WholeFoodsMarket.com.

"We're providing a platform where health enthusiasts, foodies, and home cooks alike can showcase recipes, swap photos, and baking tips and share their love for delicious, wholesome food, including all-natural vegan, dairy-free and gluten-free dishes," said TJ McIntyre, general manager of Earth Balance.

Each week, Earth Balance will debut a new dessert category for entry submissions including: pies, dessert bars, cookies, and cakes. To qualify, all recipe submissions must fit the weekly category, be made with all-natural ingredients, contain at least one Earth Balance product including spreads, sticks, nut butters, and soy milk, and be entered with a photo of the final culinary creation. A team of culinary experts which includes representatives from Whole Foods and Earth Balance will select two winning recipes each week based on culinary appeal, ease of preparation and creativity for a total of eight bakeoff winners.

Whole Foods operates more than 280 stores in the United States, Canada and the United Kingdom.