• by Fern Siegel , February 29, 2008

Celebrity chef Emeril Lagasse is going green.

His latest series, "Emeril Green," will debut in June on Planet Green, Discovery Communications' new 24/7 eco-lifestyle TV network. And it has a strong brand tie-in: The series is shot exclusively at Whole Foods Market.

"Emeril has inspired millions of people to experience the joy of food and cooking. Whole Foods Market has been a leader in making organic and sustainably produced food a part of our daily lives," said Eileen O'Neill, president and general manager of Planet Green. "Together, they are the winning ingredients for an innovative series that will redefine food shows for the new green culture."

The show focuses on preparing meals using high-quality produce, seafood and meats, as well as fresh, seasonal ingredients. Lagasse utilizes the team at Whole Foods Market and other experts to hand-pick the best ingredients for every recipe.

"Since my early days as a chef, I've always been passionate about using the freshest-quality ingredients from farmers, fishermen and ranchers," says Lagasse, who adds he wants to "think greener." "Emeril Green" will try to bring that message into America's kitchens.

The daily series is produced by Karen Katz, the longtime executive producer of "Emeril Live" and her company, After Five Productions. It is produced in association with Discovery Studios.

Planet Green is Discovery Communications' first 24-hour eco-lifestyle television network scheduled to launch in June to more than 50 million homes. It also includes an ecolifestyle site--www.TreeHugger.com--and the solution-oriented www.planetgreen.com. Both sites are already up.