Holiday Giftguide+GIVEAWAY: Holiday Seafood & $50 Whole Foods Gift Card Giveaway!

Events / Giveaways / Partnerships

Happy Monday, Noshers!  Hmm, I know “Monday” and “Happy” don’t always go together, but they do when it’s Day 3 of my 2012 Holiday Gift Guide + Giveaway extravaganza!  Today’s gift guide involved a challenge on my part – I was tasked by Whole Foods Market to create a unique “fish dish” in honor of the Southern Italian tradition of “The Feast of the Seven Fishes”!  Traditionally served on Christmas Eve, this luxurious meal usually features (you guessed it) seven different seafood dishes.

I have never had the opportunity to attend a traditional Feast of Seven Fishes meal (anyone having one and want to invite me? ;)).  However, armed with a $50 gift card provided by Whole Foods Market, I was eager to purchase some quality seafood for my own take on a fish dish:

And because of Whole Foods’ third-party verified sustainable seafood ratings, I felt both comfortable and informed about my purchases.

I decided to do a twist on the traditional Provençal bouillabaisse – a fish stew conventionally featuring various types of seafood, vegetables (leeks, onions and tomatoes make a common appearance), and finished with a crusty bread slices topped with a hearty rouille (a spread made with oil, bread crumbs and herbs).  If there’s anything I learned from Julia Child and Jacques Pepin growing up, it’s that one can’t go too wrong with a good rouille. More rouille, more rouille!  The results of my tweaks on a traditional recipe were a success, as evidenced by the empty bowls after my family was kind enough to be my taste testers :).

Asian Bouillabaisse


  • 2 tbsp olive oil
  • Shells from 1 lb of jumbo shrimp
  • 1 large onion, chopped
  • 1 cup of chopped bok choy
  • 1 cup of watercress, roughly chopped
  • 1 tbsp crushed ginger
  • 3 cloves garlic
  • 1 medium tomato, chopped
  • 1 tsp black peppercorns
  • 1 tsp salt
  • 1/4 cup rice wine
  • 5 cups of water

1. Heat oil a large saucepan over medium heat. Add shrimp shells; cook 3 minutes.

2. Add onion, bok choy, watercress, ginger and garlic to shells in saucepan and cook 2 minutes.

3. Stir in tomato, and heat through.

4.  Add peppercorn, salt, rice wine and water and bring to boil.  Reduce heat and simmer 30 minutes.  Strain through fine mesh strainer and discard solids. Set broth aside.


  • 2 tbsp olive oil
  • 1 large onion, sliced
  • 4 baby bok choy, cut in large pieces
  • 2 cup of watercress
  • 12 littleneck clams
  • 12 mussels
  • 1 lb jumbo shrimp, cleaned and peeled (shells used for stock)
  • 4 jumbo scallops
  • 1/2 cup cilantro, chopped
  • 1 tbsp butter
  • Salt and pepper to taste

1.  Submerge littleneck clams in salted cold water for 30 minutes to expel any sand and debris.  Remove clams from water and set aside.

2. Heat oil in a large saucepan over medium heat.  Add onion, bok choy and watercress to pan, and cook until onion are translucent.

3. Stir in broth and bring to a boil.

4.  Add clams.  Cover and reduce heat; cook for about 6 minutes.

5. Add mussels.  Cover and continue to cook until mussels open (about 2 minutes).

6.  Add shrimp, scallops and cilantro and cover.  Heat over low flame until shrimp and scallops are done (monitor, approximately 5 minutes) and clams are open.

7. Stir in butter until melted. Season with salt and pepper to taste

Rouille and Bread

  • 3 dried red Thai chili peppers
  • 3 cloves of garlic
  • 2-3 tbsp bread crumbs
  • 4 tbsp olive oil, plus more as needed
  • 1 medium French baguette

1. Soak chili peppers in  water for 15 minutes. Combine chili peppers and garlic together using a food processor, until combined

2. Add breadcrumbs to above mixture

3. Add olive oil, adding more as needed to keep rouille from getting dry.


1. Thinly slice baguette and toast.  Top baguette with rouille.

2. Ladle bouillabaisse into bowls and top with baguette + rouille.

Phew! I admit that is one of the more complex recipes I’ve put together, but the end result was totally worth it!  Thank you, Whole Foods, for the gift card so I could purchase great fresh ingredients to create my seafood dish!  And, Whole Foods was also cool enough to provide another $50 gift card for me to give away to one lucky reader – perfect for holiday cooking and baking!  The Whole Foods gift card has made my Holiday Gift Guide because I love Whole Foods – you can always count on getting beautiful produce, seafood, cheese, meats and much more – and the gift card means that the recipient can choose whatever they want!

For your chance to win the Whole Foods $50 gift card, enter via the Rafflecopter widget below.  This 52 second video provides a tutorial on how to enter a giveaway for Rafflecopter newbies! There are 6 methods of entry, with the first method (commenting on this blog post) being mandatory and the rest just extra gravy!

Will you be the lucky winner? 🙂

a Rafflecopter giveaway

Good luck!

Note: Gift cards provided by Whole Foods, opinions are my own.

Previous Holiday Giftguide 2012 Posts:


Previous Story
Next Story

You Might Also Like


  • Reply
    December 10, 2012 at 9:48 am

    Whole Foods is our go-to market so this gift card would help us buy our weekly groceries! Thanks for hosting another awesome giveaway!!

  • Reply
    Mary Happymommy
    December 10, 2012 at 9:51 am

    I would buy lots of fruit!

  • Reply
    December 10, 2012 at 9:58 am


  • Reply
    December 10, 2012 at 10:29 am

    Chocolate! And all sorts of awesome organic food for my family

  • Reply
    December 10, 2012 at 10:49 am

    I would buy seafood. You have me craving it after seeing your posts this weekend!!

  • Reply
    December 10, 2012 at 11:13 am

    Love whole foods, and we love seafood!

  • Reply
    December 10, 2012 at 11:38 am

    Whole Foods is my favorite weekend errand, and it’s the main place where we get our seafood (and we eat lots of it!). I would use this card for a seafood feast! A seafood stew for wintertime….mmmm!

  • Reply
    December 10, 2012 at 11:44 am

    I would buy as many things off the weekly circular as I could to streeeeetch the moolah!

  • Reply
    December 10, 2012 at 11:58 am

    LOVE Whole Foods! I’m hosting a New Year’s Eve party this year and I would use this certificate to buy all of the ingredients for the yummy appetizers I’m hoping to serve!

  • Reply
    December 10, 2012 at 12:24 pm

    I would try replicating your Asian Bouillabaisse!

  • Reply
    December 10, 2012 at 12:25 pm

    I would buy organic produce

  • Reply
    December 10, 2012 at 12:27 pm

    I’d stock up on some delicious gelato!

  • Reply
    Rich Leighton
    December 10, 2012 at 12:32 pm

    Wholey Macarel! Whole Foods $50 Gift Card!

  • Reply
    Amanda Lindell
    December 10, 2012 at 12:44 pm

    I would buy goodies for our New Year’s Eve party!

  • Reply
    December 10, 2012 at 12:49 pm

    It would be hard to say, but I would love to try one of their magnificent crown roasts. That being said, I’d also just like to buy a few things here and there and savor the gift card and make it last so I can shop more than once and feel special!!!

  • Reply
    Amy T
    December 10, 2012 at 12:52 pm

    Yummy! love seafood and whole foods. I would buy…cheese. antipasti. flowers (they have a great flower selection) and maybe even a xmas tree. think I can get all that for $50, right??

  • Reply
    December 10, 2012 at 1:05 pm

    I would probably buy cheese, chocolate, and wine!

  • Reply
    Jackie B
    December 10, 2012 at 1:11 pm

    I would buy lots of fruits and veggies!

  • Reply
    December 10, 2012 at 1:19 pm

    I’d buy all sorts of fruits, veggies, nuts, and protein bars. Maybe something from the hot bar too!

  • Reply
    December 10, 2012 at 1:41 pm

    I would stock up on all their different flours and nut butters. Love that place!

  • Reply
    December 10, 2012 at 2:11 pm

    I’d buy fresh flowers and fruit, and maybe some of their delicious prepared food items.

  • Reply
    Nicole H.
    December 10, 2012 at 2:28 pm

    I’d use the gift card for splurge ingredients I rarely get to use, like chanterelles and stone crab claws.

  • Reply
    December 10, 2012 at 2:56 pm

    I would make a christmas feast! It would probably involve some yummy organic veggies

  • Reply
    Tim S
    December 10, 2012 at 3:29 pm

    I’d buy produce for sure, and possibly seafood

  • Reply
    Carol W
    December 10, 2012 at 3:43 pm

    organic baby food for my baby!

  • Reply
    December 10, 2012 at 4:07 pm

    I’d buy the freshly made smoothies and juices

  • Reply
    December 10, 2012 at 4:11 pm

    Lots of cheese and veggies.

  • Reply
    TwoWishes Tara
    December 10, 2012 at 4:22 pm

    Well done on the recipe! I would go for fruits and veggies — love the organic stuff and usually too cheap, so this would be a good excuse.

  • Reply
    December 10, 2012 at 4:25 pm

    Is groceries too boring of an answer?

  • Reply
    December 10, 2012 at 4:36 pm

    I would buy a pint of delicious WholeFoods guacamole and some delightful delicious CHEESE.

  • Reply
    Sonya Morris
    December 10, 2012 at 5:03 pm

    I would get fresh veggies, fruits, and milk!

  • Reply
    December 10, 2012 at 5:05 pm

    I love everything at Whole Foods from the fresh pasta to the amazing meats and fish.

  • Reply
    Cherry Mak
    December 10, 2012 at 5:30 pm

    i would buy salmon and fruits!

  • Reply
    December 10, 2012 at 5:45 pm

    I will buy fruits and vegetables

  • Reply
    December 10, 2012 at 5:48 pm

    I would buy baby organic food

  • Reply
    Monica C
    December 10, 2012 at 5:51 pm

    Your recipe and dish look delicious! I would love to buy fresh ingredients from Whole Foods to prepare a feast too.

  • Reply
    December 10, 2012 at 5:56 pm

    I love their cheese selection and would splurge there.

  • Reply
    December 10, 2012 at 6:07 pm

    I would buy some fresh seafood – maybe scallops or halibut.

  • Reply
    December 10, 2012 at 6:37 pm

    I don’t get to go to Whole Foods very often, so I’d have a blast with this card! I would love to get some spreads, fresh pasta…and CHEESE! They have such a nice cheese selection at Whole Foods…

  • Reply
    December 10, 2012 at 6:37 pm

    I’d love to win and I’d buy goodies for all our holiday company.

  • Reply
    December 10, 2012 at 6:43 pm

    I would buy fruits, veggies, and some sweets! 🙂

  • Reply
    D Schmidt
    December 10, 2012 at 6:59 pm

    I would probably buy some poultry and fresh fruit for my sons.

  • Reply
    December 10, 2012 at 7:09 pm

    I would buy a whole lotta bruatta….and chocolate

  • Reply
    December 10, 2012 at 7:29 pm

    Oh wow, this looks so delicious, Serena! I’ve never been to a Whole Foods before but this definitely makes me want to!!

    (…actually commented on the right post this time…)

  • Reply
    laura [prismera]
    December 10, 2012 at 7:41 pm

    HM, I’d like to say that we’d spend it on good-for-us veggies, but let’s be real- it’ll probably be ice cream. 😉

  • Reply
    Meister, The Nervous Cook
    December 10, 2012 at 8:00 pm

    We love Whole Foods (seriously, I’m there like every day), and I always try to surprise my husband with scallops when I can! <3

  • Reply
    December 10, 2012 at 9:07 pm

    I would totally buy some fancy schmancy products that I usually skip on my weekly trip 🙂

  • Reply
    December 10, 2012 at 9:43 pm

    i absolutely love cioppino and what could be better than spending the $50 on some of the best and freshest seafood from whole foods!

  • Reply
    December 10, 2012 at 9:46 pm

    I would definitely get oysters, squid, shrimp, scallops, and clams for a nice shabu shabu dinner at a family get together.

  • Reply
    December 10, 2012 at 9:47 pm

    My gluten-, soy-, lactose-, egg-free SIL is coming to visit, so I’ll be stocking up on alternative flours, egg-replacers, xanthan gum and coconut milk yogurts whether I win or not. But that $50 would help — some of those ingredients are pricey!

  • Reply
    December 10, 2012 at 10:10 pm

    Trying my luck on one of these 🙂 This is so cool Serena!

  • Reply
    December 10, 2012 at 10:11 pm

    Oops I can’t read directions, with a Whole Foods gift card I would buy stuff for a holiday party 🙂

  • Reply
    December 10, 2012 at 10:16 pm

    Whole Foods is so much fun! I love browsing there to find things I don’t find elsewhere. I think I would splurge on something ready-made for dinner. That would be a treat.

  • Reply
    December 10, 2012 at 10:43 pm

    I would buy so much cheese that I would explode. Also, I would buy some peanut butter because I love DIYing it. 🙂

  • Reply
    December 10, 2012 at 11:17 pm

    I love Whole Foods and go every week! I would buy lots of fruit and my favorite tea and candy!

  • Reply
    December 10, 2012 at 11:29 pm

    Wow, great job on making such a complicated recipe! I could never devote so much time to make a meal so BRAVO!!

  • Reply
    December 10, 2012 at 11:32 pm

    Oops, was so excited to comment on what you made that I forgot to answer the question! Since I’m lazy at cooking much, I’d probably use the gift card to purchase ready to eat foods or fruits/vegetables from Whole Foods.

  • Reply
    December 11, 2012 at 12:03 am

    I would buy cheese and wine!

  • Reply
    December 12, 2012 at 1:56 am

    I will buy my favorite drinks…Naked!

  • Reply
    December 13, 2012 at 6:58 pm

    Would love to stock up on good salt.

  • Reply
    July 12, 2013 at 4:04 pm

    I love Whole Foods, it’s a real treat when i get to go to SLC and shop, I love your Blog!!! thank you!

  • Reply
    Big Apple Nosh: NYC Food Blog | New York | Food | Restaurants | Recipes | Reviews | Local Ice Cream and Frozen Yummies at Whole Foods!
    July 26, 2013 at 8:48 am

    […] for the past year to sample and highlight some of their newest and yummiest offerings, including seafood dishes for the holidays, Valentine’s Day treats, Smorgasburg at the Bowery location, and a […]

  • Leave a Reply