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Panorama Natural Grass-Fed Beef Chosen by Oakland’s Farmer Joe’s Stores

Vina, Calif., June 12, 2006 — Farmer Joe’s Market, a popular neighborhood food store serving Oakland’s health-conscious shoppers, has chosen Panorama Natural Grass-Fed Beef™ for the fresh meat cases of its existing store on Macarthur Blvd. and its new store at 3426 Fruitvale Ave., which is set to open on June 24.

Farmer Joe’s is known for offering a family-oriented shopping experience, with high-quality organic and natural foods at low prices.

Panorama’s Black and Red Angus cattle are raised primarily on pasture by family ranchers in California, Oregon and Washington. They are fed a non-grain forage ration in the last 60 to 90 days, a practice that supplies roughage, enables cattle to be raised year-around, and enhances the flavor and tenderness of the final product.

All Panorama cattle are raised in compliance with the Born and Raised in the USA® verification program, which mandates that all cattle be born and raised in the United States and never implanted with hormones, fed animal by-products or treated with antibiotics.

Ranchers who raise Panorama cattle treat the animals humanely in low-stress environments and employ pasture rotation and land-management practices that promote animal health and protect delicate rangeland ecosystems. Their ranching and animal-handling practices are verified through regular third-party audits by Western Ranchers Beef Cooperative, an association that promotes sustainable ranching practices.

Panorama’s organic and natural beef are also sold at Whole Foods stores in Northern California, Washington and Oregon; at 188 Trader Joe’s stores in the Western U.S. and at many independent stores and restaurants in Northern California.