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
Selina Chignall joins the realscreen team as a staff writer. Prior to working with rs, she covered lobbying activity at Hill Times Publishing. She also spent a year covering the Hill as a journalist with iPolitics. Her beat focused on youth, education, democratic reform, innovation and infrastructure. She holds a Master of Arts in Journalism from Western University and a Honours Bachelor of Arts from the University of Toronto.

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