Whole Foods Announces Valentine Weekend Virtual Cook-Alongs, With Proceeds To COVID-19 Relief

Whole Foods Market earlier this week announced the Gourmet Date for Good program, a series of three virtual live cook-along events to celebrate Valentine’s Day weekend at home.

The event is hosted by comedian Heather McMahan, actress Tabitha Brown and comedian Matt Bellassai. Each is designed for a different love-themed occasion, including Galentine’s Day on February 13, Valentine’s Day on February 14, and Singles Awareness Day on February 15.

Each will last 30­ to 45 minutes and will offer an opportunity to ask the hosts questions. Tickets are sold through Eventbrite, and donations are being made to the Independent Restaurant Coalition, a grassroots organization formed by chefs and independent restaurant owners who advocate for the nation’s 500,000 local restaurants and bars affected by COVID-19.



Whole Foods Market will host what seems like the perfect event this year. The company said it will make an additional contribution to the cause, matching all ticket donations up to $50,000.

Some 70% of consumers plan to celebrate Valentine’s Day at home, according to market research firm Suzy.

Thirty-six percent of the 538 consumers participating in the survey said they will cook dinner at home this year, while 28% plan to order from a restaurant, and 23% will dine in at a restaurant. The study was fielded on January 14, 2021.

The research — “State of the Consumer: Valentine’s Day 2021” — released this week shows that while many Americans and their significant others will change their dinner plans, compared with last year, heart-shaped boxes of chocolates remain a top gift.

Other popular gifts include: 

  • Candy -- 66%
  • Flowers -- 60%
  • Jewelry -- 54%
  • Greeting Cards -- 52% 
  • Wine and Alcohol -- 42%
  • Perfume and Cosmetics -- 45%

When asked to cite their favorite type of Valentine's Day candy, 29% cited a heart-shaped box of chocolates, 22% said Hershey Kisses, 22% said chocolate-covered cherries, 11% said pink and red M&Ms, and 11% said conversation hearts.

Slightly more than half of consumers plan to buy greeting cards for Valentine’s Day, with 41% of cards going to a significant other, and 11% to their children. 



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