Dark Rye’s content — video, photography, recipes and articles — “explores food, art, innovation, health and sustainable living,” according to a Whole Foods press release.
Dark Rye’s first three videos will be premiered at the South by Southwest conference in Austin in the “green zone” free admission area that Whole Foods is sponsoring. The area will also have solar charging stations for attendees and other free gifts.
“Dark Rye explores the creative edges of artisanal and sustainable living. The people featured have a curiosity and enthusiasm for life that motivates them to create something fulfilling,” Vadan Less, video content director at Whole Foods Market, said in the release. “By debuting Dark Rye at SXSW, we hope attendees will take a moment to experience the site and see what resonates with them.”
Whole Foods will also hosting a food truck at the conference from March 9 to 13, offering items such as vegan falafel tacos, Korean short rib tacos and pork belly BLT sliders.