"The Greenhorns" featured in this month's Do Something Reel Film Festival

  "The Greenhorns" featured in this month's Do Something Reel Film Festival

In an era of processed snacks and fast food, young farmers do what it takes to
serve their country real food

PR Newswire

AUSTIN, Texas, Feb. 5, 2013

AUSTIN, Texas, Feb. 5, 2013 /PRNewswire/ --In Whole Foods Market's^® Do
Something Reel Film Festival, its February film, "The Greenhorns," shares the
lives of young modern-day farmers who attempt to save and reenergize the
farming culture but meet tremendous structural obstacles and lack support from
the community.

The young farmers highlighted in the film – descendants of family farmers,
inner-city gardeners, accidental agriculturalists, homesteaders and
ex-suburbanites – are part of a new, emerging farming movement that is working
to repair a reliance on monoculture and provide Americans with real,
unprocessed food. To achieve this, the film urges to redefine the current food
system and increase the literacy of eaters.

"'The Greenhorns' is about the spirit and motivation of young farmers, the
barriers they face, and the aspirations they hold to create a more regional,
sustainable and equitable food system," said filmmaker Severine von Tscharner
Fleming. "We are glad that Whole Foods Market is standing up to the challenge
of helping customers connect the dots."

Farmers in the film are from all walks of life and are united in their drive
to improve the nation's food system one farm at a time across the nation.
Together, they are redefining what it means to be a farmer.

"These hopeful greenhorns are reclaiming human spaces and attempting to bring
small pieces of rural America to the unlikeliest of places like foothills,
warehouses, back valleys and vacant lots," von Tscharner Fleming said.

To watch "The Greenhorns," simply visit dosomethingreel.com.

Do Something Reel, which kicked off on Earth Day 2012, is an ongoing
collection of provocative films about food and environmental issues that can
be purchased and streamed on various digital platforms. The festival was
formed in partnership with FilmBuff and is presented in association with
Applegate Organic & Natural Meat, Earthbound Farm Organic, Popcorn Indiana and

Contact: Emily Wright, Whole Foods Market
(512) 542-3725, emily.wright@wholefoods.com

SOURCE Whole Foods Market
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