Whole Foods to Insure America’s Thanksgiving

In another sign that this Thanksgiving will be like no other, Whole Foods Market has partnered with Progressive Insurance to help shoppers cook this year’s meal without fear of culinary catastrophes. Whole Foods is introducing the Thanksgiving Turkey Protection Plan, the first “insurance” for the holiday’s main attraction. 

Whether you’re hosting Thanksgiving for the first time, or you’re scarred from a previous bird blunder, Whole Foods Market and Progressive are offering "coverage" to shoppers who get their bird early in the form of a $35 Whole Foods Market gift card, says the Austin, Texas-based grocer.

Here’s how it works: Shoppers who purchase their Whole Foods Market brand turkey, either in-store or online, and bring it home or have it delivered between now and Nov. 22, are eligible for the insurance. Customers who commit a turkey cooking fail between Nov. 26 and Nov. 27 can visit Whole Foods TurkeyProtectionPlan.com to submit their claim—a photo of their turkey fail, along with a brief explanation of what went wrong, and their Whole Foods Market receipt. While neither company confirmed their plans for the photos and submissions of claims, it certainly sounds like it has legs on social media. 

“If your claim is approved, Whole Foods Market has you covered with a $35 Whole Foods Market gift card,” says the company. Reimbursement gift cards are limited to the first 1,000 claims, with “turkey fail determined by Whole Foods Market in its sole discretion,” says the website.

“As we anticipate more smaller Thanksgiving gatherings and first-time cooks tackling turkey preparation this year, the Thanksgiving Turkey Protection Plan allows customers the freedom of culinary exploration, knowing all is not lost should their cooking go astray,” said Theo Weening, VP of meat and poultry fir Whole Foods Market, in a statement. “We want to help customers rise to the occasion and take on that turkey with confidence for less-stressed Thanksgiving meal preparation.”

In addition to insurance eligibility, shopping early allows customers to avoid lines, stock up on Thanksgiving essentials and get the best deals, adds the company. Whole Foods is also offering savings on organic and classic turkeys, including an added discount for Prime Members.

Beginning Nov. 11, Whole Foods Market is offering turkey deals to further entice shoppers in-store earlier this year. Whole Foods Market brand uncooked organic ($3.49/lb.) and classic turkeys ($2.49/lb.) are just some of the specials. Prime members will save even more on Whole Foods Market uncooked turkeys ($2.99/lb. for organic and $1.99/lb. for classic), purchased between Nov. 11 and Nov. 22, while supplies last, restrictions apply.