Whole Foods

In an exclusive Mashable.com report on March 21, 2012, Whole Foods Market, the nation’s largest chain of natural and organic supermarkets,  announced that its third annual Do Something Reel Film Festival celebrating feature and documentary films focused on food and environmental issues, is taking the event online with streaming digital content that will help fund green filmmaking grants.

Beginning on Earth Day (April 22), festival “attendees” will be able to stream the month’s featured film from the festival’s website, DoSomethingReel.com for $5 or less per film. The films will also be available for streaming on phones and tablet devices.

Kicking off the festival is a documentary narrated by Academy Award nominee Edward Norton called The Apple Pushers. It follows New York City produce vendors that deliver fresh fruit and vegetables to neighborhoods with otherwise limited access to healthy food. A live screening of the film in Whole Foods’ hometown of Austin, Texas, will be followed by a panel discussion that will be streamed live on the web for free.

Other films in the festival will be available for one month at a time, respectively, and include Watershed, the Robert Redford produced documentary that looks at the challenges being felt all along the Colorado River Basin; Lunch Line, the critically acclaimed documentary that explores the history and complexity of the National School Lunch Program; and Queen of the Sun: What Are the Bees Telling Us?, which journeys into the mysterious disappearance of bee colonies and the serious food crisis their demise could have for humans.

Keep in touch with Jill on Twitter @jillettinger

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