AUSTIN, Texas and Washington, DC (March 30, 2011)—Whole Foods Market, the leading retailer of natural and organic foods and AFI-Discovery Channel Silverdocs Festival, the nation’s leading documentary festival, announce the launch of a $50,000 grant program for filmmakers working in the green film genre.

A portion of all ticket sales from the “Whole Foods Market Do Something Reel” Film Festival will go towards a film production and development grant that will encourage filmmakers to continue making stories about the environment and the impact of everyday choices consumers make. Two grants of $25,000 each will be awarded to documentary feature filmmakers at varying stages of development – from conception through completion. 

“AFI-Discovery Channel Silverdocs has a history of showcasing the most compelling documentaries about the issues and ideas that shape our contemporary culture,” said Sky Sitney, Festival Director. “To now be supporting filmmakers at an earlier, most crucial stage – that of development and completion – and to be doing so in collaboration with such a visionary leader in the green arena, Whole Foods Market, is a very exciting and fulfilling new venture.”

The online grant application process will be open from April 1 – 30 and selected grant candidates will be notified by June 14. The Whole Foods Market/AFI-Discovery Channel Silverdocs “Green Grant” will be presented at the 2011 AFI-Discovery Channel Silverdocs Festival Awards Ceremony on June 25.   Please visit for additional criteria, to submit an application and for a contact to help answer any questions about the review process.

 Whole Foods Market and Silverdocs are looking for well thought out film concepts and films in progress that focus on green themes. These include concepts that explore issues related to food sustainability in all its forms  such as the environmental or health benefits of eating whole (minimally processed) and locally grown foods or a community fighting to keep their neighborhood safe from chemicals or an individual working hard to keep their small family farm viable.  The film should tell a story of real people making a difference on important issues.  While the story might possibly paint a grim picture of reality, the heart of the story should be one of hope and inspiration to others – ultimately showing what IS possible.

Those wishing to submit their documentary film for consideration should meet one or more of the following criteria:

• Previous short or feature film selected to an established film festival • Previous short or feature released in theaters or sold for other distribution • Graduate level film student with recommendation by professor

 “We realize how difficult it can be to get documentaries in the lime light, so we hope the festival and the grant program will help put a spotlight on films that speak to our mission as a company and to the values of our shoppers,” said Marci Frumkin, marketing and project director of Do Something Reel Film Festival for Whole Foods Market. “It is a true honor to team up with Silverdocs to curate the grant process that will help filmmakers who are passionate about our planet and its tenants spread their important messages via film.”

The “Whole Foods Market Do Something Reel” Film Festival is presented in association with Applegate Farms and RiceSelect, with additional support from Preserve® Gimme 5, a partnership between Preserve®, Stonyfield Farm®, Brita®, Tom's of Maine® and Seventh Generation, as well as EVOL Foods, Food Should Taste Good and siggi’s. For more information about the “Whole Foods Market Do Something Reel” Film Festival go to