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Whole Foods has announced that it is launching as new television series, "Dark Rye," that will take the same editorial approach as an online magazine of the same name that it launched in 2012, exploring "the realms of food, health, sustainability, design, technology and social enterprise."

The first season of “Dark Rye," the company says, "will highlight topics ranging from artists seeking social justice to entrepreneurs rebuilding Detroit to culinary masters maintaining sustainable food traditions."

"Dark Rye" will air on Pivot, a pay-TV network owned by Participant Media, and also will be streamed online at and take The first episode is scheduled to be released tonight.
KC's View:
It is all about finding new ways to connect with potential and existing shoppers. Even unorthodox ways. Makes sense to me.