Behold: Turducken

Whole Foods is the latest big player in the food category to launch a vlog, according to Gourmet Retailer.

Whole Foods intends not only to talk about its products, but to connect with a growing number of "foodies" - self-described gourmands - living online.

According to a Jupiter study, 50 percent of consumers use the web to learn more about food.

Though its brand will draw attention, Whole Foods will certainly not have the first-mover advantage on its side. From two-minute technique tutorials on epicurious.com to drag queen Jolene Sugarbaker's Trailer Park Cooking Show on YouTube, an eclectic array of cooking shows allows both experts and "home stars" to share the spotlight.