Pivot, Whole Foods Create New Television Series

Grocery retailer Whole Foods Market is teaming with Pivot TV to create a television series that explores food and health issues.

The series, Dark Rye—based on a Whole Foods-created online magazine—will debut on the millennials-targeted channel Jan. 22, said network officials. 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 according to the network.

"Whole Foods Market and Dark Rye are the perfect foundation for the kind of engaging storytelling Pivot wants to bring viewers,” said Kent Rees, executive vice president of marketing, scheduling and operations at Pivot in a statement. “Aligning with their brand addresses our desire to create customized content that truly speaks to the spirit and attitude of the next generation." 

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R. Thomas Umstead serves as senior content producer, programming for Multichannel News, Broadcasting + Cable and Next TV. During his more than 30-year career as a print and online journalist, Umstead has written articles on a variety of subjects ranging from TV technology, marketing and sports production to content distribution and development. He has provided expert commentary on television issues and trends for such TV, print, radio and streaming outlets as Fox News, CNBC, the Today show, USA Today, The New York Times and National Public Radio. Umstead has also filmed, produced and edited more than 100 original video interviews, profiles and news reports featuring key cable television executives as well as entertainers and celebrity personalities.