Whole Foods Market(R) and Pivot announce new TV series "Dark Rye"

Award-winning online magazine makes TV debut Jan. 22 at 9:30 p.m. EST

AUSTIN, TX and LOS ANGELES, CA (Jan. 21, 2014) - Whole Foods Market and Pivot, (www.pivot.tv), Participant Media's TV network targeting Millennials, announced today the launch of the television series "Dark Rye." The first episode, hosted by Kirk Lombard, a Bay Area fisherman and forager, airs Wednesday, Jan. 22, at 9:30 p.m. EST.

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. 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, "Dark Rye" 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, 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."

Additional "Dark Rye" content will also be made available for viewers on takepart.com and darkrye.com.

About Pivot

Pivot (Pivot.tv), which launched nationally August 1, is a television network from Participant Media serving passionate Millennials (18-34) with a diverse slate of talent and a mix of original series, acquired programming, films and documentaries. Pivot focuses on entertainment that sparks conversation, inspires change and illuminates issues through engaging content and, through its website TakePart.com, connects audiences to a wealth of content and customizable actions. Pivot is available via traditional Pay TV subscription and integrating a Live and on demand streaming option via its interactive, downloadable Pivot APP. In both content and delivery, Pivot is TV for The New Greatest Generation. Follow Pivot on Twitter at @pivot_tv and on Facebook at facebook.com/pivottelevision.

About Participant Media

Participant (ParticipantMedia.com) is a global entertainment company founded in 2004 by Jeff Skoll to focus on feature film, television, publishing and digital content that inspires social change. Participant's more than 45 films include GOOD NIGHT, AND GOOD LUCK, SYRIANA, AN INCONVENIENT TRUTH, FOOD, INC., WAITING FOR 'SUPERMAN', THE HELP, CONTAGION and LINCOLN. Through its films, social action campaigns, digital network TakePart.com and Pivot, its new television network for Millennials, Participant seeks to entertain, encourage and empower every individual to take action.

About Whole Foods Market(R)

Founded in 1980 in Austin, Texas, Whole Foods Market (wholefoodsmarket.com, NASDAQ: WFM), is the leading natural and organic food retailer. As America's first national certified organic grocer, Whole Foods Market was named "America's Healthiest Grocery Store" by Health magazine. The company's motto, "Whole Foods, Whole People, Whole Planet"(TM) captures its mission to ensure customer satisfaction and health, Team Member excellence and happiness, enhanced shareholder value, community support and environmental improvement. Thanks to the company's more than 80,000 Team Members, Whole Foods Market has been ranked as one of the "100 Best Companies to Work For" in America by FORTUNE magazine for 17 consecutive years. In fiscal year 2013, the company had sales of more than $13 billion and currently has more than 370 stores in the United States, Canada and the United Kingdom.