Whole Story

The Official Whole Foods Market® Blog

Field Roast

By Carly Price, November 9, 2012  |  Meet the Blogger  |  More Posts by Carly Price

Field RoastWe love our producers, suppliers and vendors and we think most of them have some pretty interesting stories behind their products too. We’re sharing some of our favorites here in an ongoing series.

David Lee created Field Roast to blend the European tradition of charcuterie with the Chinese Mien Ching tradition of using grains as a vegetarian protein. These grain-based vegetarian sausages, deli slices, roasts, loaves, breaded cutlets and frankfurters have flavors and textures so convincing, even die-hard meat lovers often think they’re eating the real thing.

David began his career as a restaurant cook at age 18, and after honing his culinary skills he decided to apply them to something with a humanitarian focus.

“I didn’t want to work in a fancy restaurant. I wanted to provide food that elevates the everyday eating experience,” David says.

At age 28, David established a Seattle-based nonprofit called FareStart to provide meals and job training for the homeless, which was honored with the James Beard award for "Humanitarian of the Year” in 2011. David and his brother, Richard, established Field Roast in 1997, and the company has since grown to nearly 50 employees, including David’s two sons, Malcolm and Ian.

Field Roast

Field Roast began with three original gourmet “grain meat” loaves, and Whole Foods Market® was one of the very first customers. Their Celebration Roast, stuffed with butternut squash, mushrooms, apples and spices, is still a customer favorite. In 2005, Field Roast also introduced award-winning Grain Meat Sausages, and in 2011 their Vegetarian Frankfurters were so well received, they began appearing on menus at major ballparks, including those in Seattle, Cleveland and San Francisco.

Field Roast

“We’re all about flavor first at Field Roast,” David says. “We use fresh vegetables along with lemon juice, red wine from a local winery or organic apple cider vinegar. Then we add spice blends made from herbs and seasonings. We don’t use anything artificial or complicated. Everything is produced using the simple tenets of good cooking that you would follow to make a nice meal at home.”

Which Field Roast product is your favorite and how do you prepare it?


Category: Supplier Stories




Melissa says ...
My family's favorite is the Italian Sausage ... I make Ratatouille and have the sliced sausage in it or I will do a pasta bake with crumbled sausage, Daiya Mozzarella, pasta sauce and Penne. YUM! Of course we also love the celebration roast and other loaf with mashed potatoes, gravy and veggie for a comfort meal.
11/09/2012 5:13:02 PM CST
Cyndael says ...
We love this. We roast it with carrots and potatoes, and serve them all with vegan gravy. My son in college is asking for it when he comes home. He misses it that much.
11/10/2012 3:51:07 PM CST
Kat Jones says ...
We're doing our first vegan thanksgiving this year. I found out about your product because it's on the Whole Foods menu. Thank you for giving us this save-a-turkey option. I'm excited to try it!
11/14/2012 9:24:37 AM CST
Pamela Jarvie says ...
I love the Celebration Roast! It is my Thanksgiving Go To and even my meat eating friends look forward to it. The sausages I use in any and all receipes calling for the meat kind. I use it in pasta dishes, mexican dishes, chilie, stuffing. It's so tasty and the consistancy is just right for any kind of cooking!
11/14/2012 5:09:38 PM CST
Alicia says ...
All of their products are delicious, but the apple sage sausages are repeatedly praised (and requested!) by my meat-eating extended family. I love it when I prepare extra of "my" food, and it ends up disappearing off the table before the nasty animal products! ;)
11/14/2012 8:17:52 PM CST
Rebecca says ...
The Celebration Roast, sliced very thin, on thin slices of Whole Foods rye bread, with a slather of Vegenaise, is my absolute FAVORITE sandwich. It is so good that my omnivore friends beg me for it! I just wish my Whole Foods carried the Celebration Roast in their retail department. I don't understand why it doesn't. They only keep it for catering, and I have to go to the deli and request that they get it for me out of the freezers in back!
11/14/2012 8:52:27 PM CST
Barbara Paul says ...
We Love the Celebration Roast. I prepare it on a bed of chopped onion and garlic with a bit of red wine thrown in. I cut potatoes and carrots season with garlic powder and seasoned salt. A bit of olive oil on top cover and roast @ 350 for an hour or so until the potatoes are slightly brown. DELISH!!!!! And no animal had to suffer!!
11/14/2012 9:05:25 PM CST
Connie Martin says ...
I loved Field Roast the first time I tried it and made it a regular part of my menu. I haven't tried the others yet but I like to bake the little roast and then make sandwiches for several days after . Thanks a lot to David Lee for taking us vegetarians into consideration.
11/14/2012 9:39:40 PM CST
Adam says ...
the Hazelnut Cranberry En Croute Roast is definitely my favorite item.. it's amazing, only around during the holidays.. but I love it just on its own, maybe with some gravy, but it's so flavorful it doesn't need anything
11/14/2012 10:18:24 PM CST
Michelle says ...
We love your Field Roast Apple Sage and Italian Sausages! We use either of them in our Swiss chard/artichoke heart vegan soup and it's delicious. I am also looking for a save-a-turkey alternative this Thanksgiving and will definitely try the Celebration Roast. Thank you so much for your wonderful meat-alternatives!
11/15/2012 1:13:29 PM CST
caroyn wynn says ...
I am going to try the field roast for the first time.
11/15/2012 6:29:26 PM CST
Brenda says ...
We are crazy about the Smoked Apple-Sage Sausages. I serve them up with a red cabbage dish or Sauerkraut & a side of Rosemary Potatoes.
11/15/2012 9:15:18 PM CST
Mike says ...
While this is a nice product, it still contains oil and is not compatible with those following the Engine 2 Diet or Health Starts Here.
11/16/2012 11:19:31 AM CST
Sue Kilduski says ...
I have a serious intolerance for onions and garlic. Do any of your products not contain garlic and/or onions?
11/16/2012 3:46:53 PM CST
Kathryn says ...
Thank you for sharing this product! I am going to look for it next time I am in Whole Foods! It looks great! and it is not soy based!
11/17/2012 2:06:24 PM CST
Dorothy Kaufmann says ...
I LOVVVEEEE Field Roast Celebration Roast! I used to be a tofurky fan until I discovered this at Whole Foods. It's great baked with gravy or sliced on a sandwich with mayo and onion - I just can't get enough. I also tried the sausages - IM IN LOVE! I also appreciate that the products are consciously made without any weird fake ingredients or soy.
11/17/2012 10:43:57 PM CST
Sacha says ...
can you please tell me if you have the product: Wild Roots - Pearl Harvest Couscous. Thank you. It comes from Owasso, OK, USA
11/19/2012 4:27:34 PM CST
Andrew Chae says ...
Love Field Roast! Can't wait to dig into the Hazelnut Cranberry Roast. mmmmm. Keep up the great work Field Roast!
11/19/2012 7:23:43 PM CST
Andrew Chae says ...
Love Field Roast! Can't wait to dig into the Hazelnut Cranberry Roast. mmmmm. Keep up the great work Field Roast!
11/19/2012 7:23:43 PM CST
Elliot Udell says ...
do any of your products have kosher supervision? Thanks
11/21/2012 11:10:41 PM CST
Nikki - Community Moderator says ...
@ELLIOT - I was able to contact the Field Roast company and they said that they've looked into it in the past, but they use a locally sourced, vegan, non-kosher red wine in some of our products and because it uses shared equipment they cannot label it as kosher. They mentioned it is definitely on their radar!
11/27/2012 12:11:41 PM CST
Nikki - Community Moderator says ...
@SUE - I spoke with the rep from the company and she mentioned that unfortunately they use onions and garlic in all of their products.
11/27/2012 12:16:39 PM CST
Simon says ...
I can never find field roast products. at whole foods, what department are the kept in?
12/22/2012 3:41:11 PM CST
Nikki - Community Moderator says ...
@SIMON - We will typically have this located in our Dairy department where the vegan/meat alternatives are available. Next time you are in your local store, check with the Grocery team to see if this is something that they carry and they'll be happy to help you find it if so!
12/26/2012 9:29:30 AM CST
Ralph says ...
Do all Whole Foods Markets carry Field Roast products, i.e. Greenville, NC?
01/31/2013 2:52:25 PM CST