WFMI Whole Foods Market, Inc. (MM)

AUSTIN, Texas, Feb. 23, 2011 /PRNewswire/ -- Today, nonprofit Whole Planet Foundation kicks off its 2011 Prosperity Campaign at Whole Foods Market stores nationwide with the goal of raising $2.5 million to fund microcredit projects in poor communities around the world.

From February 23 to March 31, Whole Foods Market will offer fundraising opportunities ranging from tasting events to silent auctions, and the option to donate directly to the foundation at store checkouts or online at WholePlanetFoundation.org, where shoppers can also create personalized fundraising profiles.  For the first time ever, the foundation will also give away a trip for two to Peru from Intrepid Travel® to offer shoppers a chance to see, firsthand, how their donations are helping to alleviate poverty worldwide.

"Microcredit sparks change by providing the poor a viable chance to lift themselves out of poverty through their own hard work and ingenuity," said Philip Sansone, president and executive director of the Whole Planet Foundation. "We're thrilled to share that impact by offering donors a chance to meet producers in the field who directly benefit from their support."

The 10-day adventure from historic Lima to majestic Machu Picchu kicks off with a visit to the foundation's microcredit clients and partners in Peru. To enter and for more details, visit: wholefoodsmarket.com/peru by March 31.

"A loan as small as $200 can make a huge difference. For example, one microcredit client might use her loan to invest in a sewing machine to make clothing to sell, and another might buy a goat to begin a milk and cheese production business," said Sansone. "If we reach our fundraising goal, we will be able to provide enough loans to support more than 13,500 recipients and their families, empowering more than 65,000 people in poor communities to change their own lives."

In just five years, the foundation has funded more than $16 million in microlending programs in 30 countries, positively impacting more than half a million people worldwide.  

For more on Whole Planet Foundation, the 2011 Prosperity Campaign, or for stories and testimonials from microcredit loan recipients, visit: wholeplanetfoundation.org.

SOURCE Whole Foods Market