Whole Foods Launches Sustainable Living E-Zine
Whole Foods Market has launched an online magazine that explores food, art, health and sustainable living. The content includes video, photography, recipes and articles from "mentors and inventors" in the artisanal and sustainable living movement.
In its introduction, the editors of Dark Rye describe the e-magazine as "good clean dirt, artistic sparks, and an open channel to other people like us. It’s put together by some of us at Whole Foods Market, but the only thing we’re peddling is stories of ingenuity."
The introduction continued, "We like pioneers who swim against the tide of sameness. We’ll bring you architects, mixologists, brewers, engineers, musicians, sommeliers, landscape designers, furniture-makers, skate park builders, and locavores. We’ll seek out the stories of gastropub chefs trained on the back roads of Thailand, and lakeside cabin-keepers with crackling fires and an open door to slower, more intentional days. We’re constantly awed by the creativity and curiosity of our friends — people who make life more sustainable and more decadent."
Dark Rye’s first three videos will be premiered at the South by Southwest, the music and a film festival being held this week in Austin, TX, the retailer’s hometown.
"Dark Rye explores the creative edges of artisanal and sustainable living," said Vadan Less, video content director at Whole Foods Market, in a statement. "The people featured have a curiosity and enthusiasm for life that motivates them to create something fulfilling. By debuting Dark Rye at SXSW, we hope attendees will take a moment to experience the site and see what resonates with them."
The videos will be shown in the "Green Zone," a free admission area at the festival Whole Foods is sponsoring that also embraces eco-friendly themes. Visitors to the zone gain access to solar charging stations, complimentary BPA-free water bottles, and a chance for free organic t-shirts. Whole Foods will also be hosting a roaming food truck at the conference.
- Whole Foods Market: Taste Life With New Online Magazine, Dark Rye – Whole Foods Market
- Whole Foods Market part of hometown SXSW festival – Whole Foods Market
- Dark Rye Online Magazine Teaser – YouTube
Discussion Questions: What do you think of Dark Rye as a marketing and engagement tool for Whole Foods? Should more retailers be introducing e-zines?