Jumping on the Bandwagon: Whole Foods Market is launching a weekly online cooking show and here's information about it and a food recipe from it

The Austin-based Whole Foods Market is launching Secret Ingredient, a video podcast cooking show.

Sure, they are doing it to promote their foods and get you in their market. But, hey, if we can learn something along the way, what’s a little honest commerce among friends?

So the question is, what can we learn?

Introductions come first
What you learn — at first, anyway — is a whole lotta nothing. That is, until you get through the promotional introduction which features, not surprisingly, Whole Foods Markets and their bigger-than-life signage and that incredibly funky, aren’t-we-having-fun music that let’s us identify a corporate video from a thousand paces.

Then we get questions
And we learn more nothing until we get through a series of interviews with customers which takes place, big surprise, in a Whole Foods Market. Here’s a sample of the kind of dialogue we can expect:
Host: “Do you know what farm-raised catfish is?”
Customer: “I guess it is catfish raised in a farm style?”

But, finally, we do get to the Whole Foods Market Culinary center. Located in a Whole Foods Market, you ask? Would you really be surprised?

Finally we get to cook
In the first video, the recipe is for Thai-inspired fish tacos. Not exactly vegetarian fare (and Whole Foods never said they were vegetarian), but pretty good for an Almost Vegetarian.

This is the good part: We get to see someone cook. We see it without any Naked Chef camera shenanigans (Jamie, we love you, but your camera work tends to make us a wee bit queasy). No, we get a good, clear view of exactly what is going on. And the instructions are good. Clear, simple, easy-to-understand.

I always find it easy to follow monkey-see / monkey-do instructions.

Want the recipe? Well, I’ve got it, below. Want to see more of the Whole Foods Market video podcasts? They say a new one will be available every Monday. You can get it at Whole Foods Market, at iTunes, and on YouTube.
Food recipe: Catfish Tacos with Thai Cabbage Slaw

This Asian twist on fish tacos is a celebration of colors and textures with crisp purple cabbage, bold red onion, creamy green avocado and crunchy orange carrots. The Thai flavors of lime, peanut, chile and a hint of coconut bring new life to a classic. Grilling the fish makes these tacos lighter and healthier than the common battered and fried version.

Serves 6

For the Tacos
* 2 pounds catfish fillets (about 3 fillets)
* oil for the grill
* flour tortillas
* avocado, thinly sliced
* fresh cilantro leaves
* lime wedges

For the Thai Slaw Dressing
* 1 tablespoon fish sauce
* 1/4 cup freshly squeezed lime juice (from about 2 juicy limes)
* 2 teaspoons sesame oil
* 1 teaspoon red chili paste
* 1/2 cup coconut milk, more if needed
* 1/2 cup peanut butter
* 1 teaspoon honey, more to taste
* red pepper flakes (optional)

For the Thai Slaw
* 2 cups thinly sliced red cabbage (about 1/4 to 1/2 of a small cabbage)
* 2 carrots, shredded
* 1 daikon radish, shredded
* 1/2 medium red onion, thinly sliced

To make the Slaw Dressing, whisk fish sauce, lime juice, sesame oil, chili paste, coconut milk and peanut butter together in small pot over medium-low heat. Cook, stirring often, for 5 minutes. Thin with coconut milk if needed to obtain a sauce that pours easily. Taste and adjust seasoning with honey and red pepper flakes.

To make the Thai Slaw, combine red cabbage, carrots, daikon and red onion in a large bowl. Toss with half of the slaw dressing. Set remaining dressing aside for serving with the tacos.

Preheat grill to medium heat. Rub both sides of fish with a little oil. When grill is hot, use tongs to rub the grate with an oiled paper towel. Grill fish 5 to 7 minutes on each side or until fish is opaque and flakes easily with a fork. Meanwhile, wrap a stack of tortillas in foil and place on grill over low heat, turning once while the fish cooks.

When the fish is done, remove it from the grill and cut into pieces. Pile fish in warm tortillas. Top with Thai slaw, sliced avocado, cilantro leaves and extra Thai slaw dressing. Serve with lime wedges.

Nutrition Info
Per serving (About 13oz/About 1 ½ tacos/364g-wt.): 660 calories (330 from fat), 36g total fat, 10g saturated fat, 43g protein, 43g total carbohydrate (7g dietary fiber, 7g sugar), 90mg cholesterol, 790mg sodium