Whole Foods Market and Pivot, Participant Media’s TV network targeting Millennials, is launching a television series called “Dark Rye.” The first episode, hosted by Kirk Lombard, a Bay Area fisherman and forager, airs at 9:30 p.m. (ET) tonight.
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, according to the Austin, Texas-based grocer. A 2013 James Beard Award winner, “Dark Rye” explores the realms of food, health, sustainability, design, technology and social enterprise.
“We are really excited to bring the stories of Dark Rye to television, and Pivot is a great partner for this,” said Jacob Ellenberg, executive producer. “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.”
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. “Dark Rye” joins a lineup on Pivot that includes “Please Like Me,” “HitRecord on TV” and the network’s late-night topical show “TakePart Live.”
“Whole Foods Market and Dark Rye are the perfect foundation for the kind of engaging storytelling Pivot wants to bring viewers,” said Kent Rees, EVP of 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.”
