The University of California Institute for Research in the Arts supports embedded arts research through critical exchange


Green Grant to be Awarded at Silverdocs on June 25th

AUSTIN, Texas and Washington, DC (March 30, 2011)—Whole Foods Market, leading retailer of natural and organic foods, and AFI-Discovery Channel Silverdocs Documentary 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.”

“We realize how difficult it can be to get documentaries in the limelight. Our goal is to have the grant program help put a spotlight on festival 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 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 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 questions about the review process.

Whole Foods Market and AFI-Discovery Channel Silverdocs are looking for well-developed film concepts and films in progress that focus on green themes and/or explore issues related to food sustainability.  The film should tell a story of real people making a difference on important issues, and 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 for an established film festival

• Previous short or feature released in theaters or sold for other distribution

• Graduate level film student with recommendation by their professor

The “Whole Foods Market Do Something Reel” Film Festival is presented in association with Applegate Farms and RiceSelect, with additional support from Preserve, Brita, Stonyfield, Tom’s of Maine, Seventh Generation, EVOL Burritos, Food Should Taste Good and Siggi’s. For more information about the “Whole Foods Market Do Something Reel” Film Festival, go to

Posted in: News