Whole Story

The Official Whole Foods Market® Blog

Betting the Farm: Do Something Reel Film Festival

Do Something ReelLast year we proudly launched the Do Something Reel Film Festival, an online collection of provocative, character-driven films that focus on food, environmental issues and everyday people with a vision of making a world of difference. Simply put, it’s a celebration of people who understand that small steps can create big change. The Do Something Reel Film Festival continues this month with Betting The Farm, a documentary that follows a group of Maine dairy farmers who launch their own milk company in a bid to save their farms.


We’re doing something that’s never been done before because the only way you’re going to do something different is if you do something different.

In February 2009, one of the largest dairy companies in America announced that it wouldn’t renew the contracts of eight organic dairy farmers in rural Maine. With no other dairy companies willing to send a milk truck to northern or eastern Maine, the farmers were left with two choices: quit farming altogether or find a new way to do business.
Farmers Vaughn Chase, Richard Lary, and Aaron Bell — along with the other farmers —unite to launch an entirely local milk company, Maine’s Own Organic Milk (MOO Milk). What makes this model rare is that the farmers themselves own the company and are committed to paying a sustainable price for their milk.

Laura sweeping

If MOO Milk is successful —while paying 90% of its profits back to the farmers who own the company— it will serve as a powerful model for sustainable, small-scale farming and local agriculture. Small farms are not necessarily destined for elimination if they can band together in new ways. MOO Milk could also restore what was once the promise of every farm generation to the next: a stable, healthy living for those willing to do the work.

But the road is rocky. The milk cartons leak. There is no money to advertise. And most importantly, they're simply not selling enough milk. Faced with slow sales and mounting bills, will their gamble save them or ruin them? With intimate access to their triumphs and disappointments, the film gives you a rare glimpse at the real lives of American farmers at a crossroads. Take a look in this preview.

Betting The Farm TRAILER from Pull-Start Pictures on Vimeo.

Whole Foods displayIf you live in the North Atlantic (Maine, Central Connecticut, Massachusetts or Rhode Island), check your local Whole Foods Market store for MOO Milk.

Cecily Pingree and Jason Mann run Pull-Start Pictures, a production company based on an island 12 miles off the coast of Maine. Betting The Farm is their first feature documentary.

Visit the festival’s web site to rent Betting The Farm through these digital platforms: iTunes, Hulu, Netflix, Vudu, Amazon Prime and Amazon Instant Video, Youtube VOD and Cinema Now.

A new film will be launched online each month on the platforms listed above. They are available for rental for $3.99 in standard definition and $4.99 in high definition and include exclusive interviews with the filmmakers. There is one viewing per purchase. Visit Do Something Reel’s web site for additional video, behind-the-scenes talks with filmmakers and other materials free of charge. Plus, stay tuned for these upcoming films:

February: The Greenhorns

March: Bonsai People

Are you willing to pay more for the products of small local farms if you know that premium will help to preserve something precious?

Leave a reply

To provide feedback or ask a question about our company, a store or a product, please visit our Customer Service page.

For more information about posting comments to our blog, please see our Comment Posting Guidelines.



AnnaLisa Ferrante says …

I had the pleasure of viewing Betting the Farm in an environmental class I took this past semester. I had become interested in buying locally and sustainably, but was having a hard time determining how to start. Buying organic and local is always more expensive even though it's better for everyone involved, so I decided I could sacrifice some of the unhealthier, processed items on my grocery list for better personal health and a stronger community. It is often said that we are faced with the choice of what is right and what is easy. It is easy to buy milk from gigantic, nameless farms or chicken that is mass produce in sunless warehouses, but it is better for the mind, body, and soul, to respect the lives of others around you in the process of helping yourself.

Nellie Kluz says …

It's great to see Betting the Farm selected for the Whole Foods do Something Reel Festival! The movie will also screen this Monday, Jan 14 at the Brattle Theatre in Cambridge, MA, as part of The DocYard, a biweekly documentary screening series. It's a great opportunity to watch the film and take part in discussion afterwards. Filmmaker Jason Mann will be at the screening for a Q&A. More information: http://thedocyard.com/2012/12/betting-the-farm/

Lee Fiocchi says …

I really love this concept. It is great that Whole Foods is investing, sharing and promoting this kind of information. I also like the question at the end of the blog... "Are you willing to pay more for the products of small local farms if you know that premium will help to preserve something precious?" It will be interesting to see some of the replies. Nature's Eye, www.natureseye.info, is working with farmers on that exact concept. Of which some of the produce that was actually in a Whole Foods store this year had the benefits of Nature's Eye without either the store or consumer knowing that they actually had part taken in a 150 million gallons of water given back to a community. For more information on the story go to http://natureseye.info/blog/

Abby says …

Is there somewhere here in Charlotte, local farm etc - where they have humane meat processes? Looking to entirely change my eating habits as my morale stance on animal slaughter has changed dramatically and could use all the help I can get.. Thanks so much in advance... -Abby

Samantha says …

I visited TideMill Farms two summer ago and encourage everyone to find out where their milk, and all food comes from. I can't wait to see the movie! The Do Something Reel Film Festival website is down.