AUSTIN, Texas and LOS ANGELES — Whole Foods Market and Pivot, Participant Media’s TV network targeting millennials, have announced the launch of the television series "Dark Rye.”
The first episode, hosted by Kirk Lombard, a Bay Area fisherman and forager, airs Wednesday.
Dark Rye was created as an online magazine by Whole Foods Market in 2012. The publication, through stories, recipes and creative projects, encourages imagination and inspires its audience to try something new. A 2013 James Beard Award winner, Dark Rye explores the realms of food, health, sustainability, design, technology and social enterprise.
The first season of “Dark Rye” will highlight topics ranging from artists seeking social justice to entrepreneurs rebuilding Detroit to culinary masters maintaining sustainable food traditions.
"Whole Foods Market and Dark Rye are the perfect foundation for the kind of engaging storytelling Pivot wants to bring viewers,” stated Kent Rees, EVP marketing, scheduling and operations at Pivot. “Aligning with their brand addresses our desire to create customized content that truly speaks to the spirit and attitude of the next generation."