AUSTIN, Texas — Whole Foods ’ inaugural “Whole Foods Market Do Something Reel” film festival will launch April 1 in celebration of Earth Month.
Six films that focus on food, environmental issues and everyday people making a difference are part of the traveling festival with scheduled stops in 70 U.S. cities. Screenings will take place in movie theaters close to Whole Foods stores and include filmmaker discussions, either in person or via Skype.
A portion of all ticket sales will go toward a film production and development grant that will encourage filmmakers to make movies about the environment and choices consumers make, according to the retailer.
"Through our Whole Foods Market Do Something Reel Film Festival we want to raise awareness of environmental and food issues, and support filmmakers who are creating films that inspire people to question the impact our choices have on our health, body and environment," said Walter Robb, co-CEO of Whole Foods Market, in a prepared statement. "We see film as an inspirational medium that can spark an active dialogue and encourage people to take action locally."
As part of the program, Whole Foods Market will also stream the documentary "Dig It" on www.dosomethingreel.com  on Earth Day, April 22. This call-to-action film documents members of the band Pearl Jam as they participate in tree-planting actions and beautification efforts in New York City, Los Angeles and San Francisco.