The nationwide retailer of natural and organic food has teamed up with AFI-Discovery Channel Silverdocs Festival on a $50,000 award for films about the environment to be awarded at Silverdocs on Jun 25.

Two grants of $25,000 each will be awarded to documentary feature filmmakers at varying stages of development, from conception through completion. 

A press release read: “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.”

Eligible projects include those that touch on issues related to food sustainability and the backers of the initiative urge filmmakers to tell a story about “real people making a difference on important issues.”

“AFI-Discovery Channel Silverdocs has a history of showcasing the most compelling documentaries about the issues and ideas that shape our contemporary culture,” festival director Sky Sitney said. “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 realise how difficult it can be to get documentaries in the limelight, so we hope the festival and the grant programme will help put a spotlight on films that speak to our mission as a company and to the values of our shoppers,” Marci Frumkin, marketing and project director of Do Something Reel Film Festival for Whole Foods Market, said. “It is a true honour 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.”