Whole Foods Kicks Off Film-focused Food Campaign

by Katherine Gustafson · 2010-04-01 06:38:00 UTC
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Whole Foods Market wants to make sure consumers know where the company stands on the sustainable food debate that's heating up. The supermarket chain has announced its launch of "a nationwide effort to trigger awareness and action to remedy the problems facing the U.S. food system."

The campaign centers around a film series called “Let’s Retake Our Plates,” which will involve 150 showings of 15 films such as “Food, Inc.,” “King Corn” and “Fast Food Nation” nationwide throughout April. The films will be part of Whole Foods' "Earth Month" celebration.

While Whole Foods states that the campaign is simply an effort to "inspire change" by encouraging and educating people to eat more healthfully, of course the trend toward less-processed ways of eating promises to be massive boon to the company's business. Even so, it's good to see a major player in the field taking up a more activist mantle to push home the point that we need a new way of thinking about food.

“Our goal is to help open people’s eyes to the reality of what’s going on with food in our world,” said Mara Fleishman, global project leader of the initiative. “Whole Foods Market has been committed to improving our food system for 30 years, and this is a great way to gather together to understand that every dollar spent in a grocery store is not the same. Conscious food choices can make a difference.”

The initiative's Website offers a content-rich discussion of why it all matters.

Photo: livingonimpulse via Flickr

Katherine Gustafson is a freelance writer and editor with a background in international nonprofit organizations.
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