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Published: 29 Mar 2011

Do Something Reel


The organic supermarket chain Whole Foods Market has announced the Do Something Reel film festival to launch in the US on April 1. In celebration of Earth Month, the festival showcases six provocative films that focus on food, environmental issues and visions of future change for the better.

Based in local movie theatres located near Whole Foods sites, the venture will raise awareness for issues facing the planet, but it will also further promote Whole Foods’ dedication to the environment - a great example of how brands can reach out to their clients.

"We see film as an inspirational medium that can spark an active dialogue and encourage people to take action locally," says Walter Robb, co-CEO of Whole Foods Market.

Films billed for the event include Bag It, a humorous take on our reliance on plastics; On Coal River, a compelling documentary on the human costs of coal and strip-mining; and Urban Roots, a story about a group of people in Detroit who realise their vision for locally grown, sustainably farmed food in the city.