TV

Whole Foods, Pivot team up for “Dark Rye” series

Whole Foods Market's wellness magazine Dark Rye is making the jump to television following a partnership with Participant Media-owned U.S. net Pivot.
January 21, 2014

Whole Foods Market’s wellness magazine Dark Rye is making the jump to television following a partnership with Participant Media-owned U.S. net Pivot.

Created as an online publication in 2012, the magazine posts recipes, stories and creative projects that explore food, health, sustainability, design, technology and social enterprise.

The series’ first season – which premieres tomorrow (January 22) at 9:30 p.m. EST/PST – will highlight similar topics, including social justice for artists, Detroit’s new entrepreneurs and maintaining sustainable food traditions.

“We are really excited to bring the stories of Dark Rye to television, and Pivot is a great partner for this,” said Jacob Ellenberg, Dark Rye executive producer, in a statement. “Participant Media and Pivot’s ethos is similar to that of Whole Foods Market, and we are honored to be working with a company that has already made such a mark on the film community.”

Kent Rees, Pivot EVP of marketing, scheduling and operations, added: “Whole Foods Market and Dark Rye are the perfect foundation for the kind of engaging storytelling Pivot wants to bring viewers. Aligning with their brand addresses our desire to create customized content that truly speaks to the spirit and attitude of the next generation.”

Dark Rye’s first episode is hosted by Kirk Lombard, a Bay Area fisherman and forager.

About The Author
Managing editor with realscreen publication, an international print and online magazine that covers the non-fiction film and television industries. Darah is an award-winning journalist who has spent over two decades covering a wide range of issues from real estate and urban development to immigration, politics and human rights, primarily with The Vancouver Sun. Prior to joining realscreen, she was editor of Stream Daily, realscreen's sister publication covering the dynamic global digital video industry. She also served a stint as a war reporter in Afghanistan for television and print, and was a national business blogger with Yahoo Canada.

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