Going Native LLC News

Going Native Announces Nationwide Distribution With Cost Plus World Market

LA JOLLA, Calif., June 18 PRNewswire — Going Native, the first super-premium world food company, is pleased to announce the distribution of its range of gourmet, all-natural entrees across all Cost Plus World Market stores in the USA.

Oakland, California-based Cost Plus World Market operates close to 300 stores nationwide specializing in everything from imported foods and beverages to home furnishings and decor from over 50 countries around the world.

Going Native's first four heat-n-eat entrees launch this month on special end-cap displays for six weeks. The range has been carefully created to deliver authentic taste experiences that provide a window into the spirit and soul of diverse world cultures. Inspired by countries such as India, Thailand, Nepal and Sri Lanka, Going Native's curry-style entrees are authentic, gourmet, all-natural, convenient and healthier. All Going Native products are free of artificial additives, preservatives, MSG, gluten, trans fats, and are low to zero cholesterol. Special shelf-stable packaging is used, allowing the company to remove the need for refrigeration in distribution and at retail, significantly reducing its overall carbon footprint.

"We are absolutely thrilled to have our products stocked by Cost Plus World Market," said Sunil Sitlani, Going Native's Co-founder and Chief Enrichment Officer. "The enthusiasm for our brand name, packaging and especially our authentic tastes, plus the speed at which we have been approved and brought to market by Cost Plus, is very encouraging, and a massive endorsement. As more and more consumers seek out convenient, authentic and healthier meal options, we believe that our range will be both a great fit and vibrant addition to the international food section at World Market."

Product descriptions per the Company's packaging are as follows:

INDIAN PANEER MAKHANI — Succulent chunks of paneer cheese, simmered in a rich & creamy tomato sauce.

THAI VEGETABLE GREEN CURRY — A medley of vegetables including eggplant and green beans in a spicy green curry & coconut sauce.

SRI LANKAN PUMPKIN CURRY — Choicest curried pumpkin in a mild & creamy coconut sauce.

NEPALESE POTATO & BAMBOO SHOOT CURRY — A lightly spiced curry of potatoes, black-eyed beans & bamboo shoots.

Each product has a unique heritage and story. More world experiences will be rolled out in the months ahead, enabling consumers to increasingly taste and embrace global citizenship.

Going Native was launched in the USA towards the end of 2006 from a friend's South of Market loft in San Francisco and initial deliveries made from a rented PT Cruiser. The Company's products are already stocked by most of the West Coast's premier natural and specialty food stores, including Whole Foods in California, Arizona and Nevada. Cost Plus World Market represents the Company's first national bricks and mortar account.

"Making Going Native available in World Market stores allows us to bring what we believe are the world's best all-natural ethnic foods to many more consumers, and that's a huge and important step towards us achieving our overall vision. We've done all the heavy lifting so that anyone can easily prepare our foods in two minutes. Simply rip, heat and eat. They can be enjoyed on their own or better still with rice or bread. We like to call it food that takes you there, naturally," added Sitlani.

PRESS CONTACT: Sunil Sitlani, Co-Founder & CEO Going Native LLC 4370 La Jolla Village Drive, 4th Floor San Diego, CA 92130, USA Tel: +1 (888) 898 5851 Email: sunil@goingnative.com. NOTES TO EDITORS

About Cost Plus World Market (http://www.worldmarket.com)

Cost Plus World Market operates nearly 300 stores in 34 states under the names "World Market" and "Cost Plus World Market." The store features an ever-changing selection of casual home furnishings, housewares, gifts, jewelry, decorative accessories, over 500 international wines, gourmet foods and beverages offered at affordable prices and are imported from more than 50 countries. Many items are unique and exclusive to World Market regularly supplied by an international network of individual and regional artisans developed over the Company's 50 years in the import business. The majority of the store's furniture is constructed of environmentally friendly, farm raised wood while a number of items are made out of recycled glass and yet countless are constructed of environmentally friendly bamboo. The value, breadth and continual refreshment of products invite customers to come back throughout a lifetime of changing home furnishings and entertaining needs.

About Going Native (http://www.goingnative.com)

Founded by a husband and wife team with a unique DNA, story and heritage, California-based Going Native is the first super-premium world food company. The Company exists to enrich people's lives by connecting them with the spirit, soul & enjoyment of the cultures of the world through something that links us all in the way that we sustain life and seek pleasure: FOOD. The company passionately believes in keeping the authentic cultures of the world alive through its cuisines in the face of increasing globalization. Going Native creates and markets a gourmet range of heat-n-eat ethnic foods, which are born out of the convergence of the food industry's main long-term growth drivers: authentic ethnic, convenience, all-natural and healthier offerings. Stocked by hundreds of natural and specialty food stores, and Amazon.com in the USA, the company is the category creator for super-premium world foods and a fast-growth company in the ethnic food space. The company's social initiative, Giving Native, is a percentage of sales earmarked to support "food insecure" communities both in the culture of origin of Going Native's products and the countries in which its products are consumed.

The Ethnic Food Market

Ethnic foods are one of the fastest-growing sectors in the U.S. food industry. Datamonitor notes that the sector has been growing 11% per annum from $43.1 billion in 2002 to $81.8 billion in 2008. According to specialist research company Promar International, one-in-seven food dollars are being spent on ethnic food, and 75% of these purchases come from the mainstream consumer. Growing ethnic populations, international travel and the burgeoning foodservice sector, in addition to rising consumer affluence and expectations, encourage increasing experimentation with ethnic and exotic food products.

This release was issued through eReleases(TM). For more information, visit http://www.ereleases.com.

SOURCE Going Native LLC

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