Whole Story

The Official Whole Foods Market® Blog

Watershed: Do Something Reel™ Film Festival

Last month 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 festival continues this month with WATERSHED: Exploring a New Water Ethic for the New West. “Whiskey is for drinkin’. Water is for fightin’,” says Jeff Ehlert, a fly fishing guide in Rocky Mountain National Park, recalling a well-worn saying heard throughout the Colorado River basin.

As the most dammed, dibbed and diverted river in the world struggles to support thirty million people across the western United States and Mexico, the peace-keeping agreement known as the Colorado River Pact is reaching its limits.

How can we meet the needs of a growing population in the face of rising temperatures and lower rainfall in an already arid land? How do we balance the competing interests of cities, agriculture, recreation, wildlife and indigenous communities with rights to the water?

In Watershed, Ehlert joins six others living and working in the Colorado River basin who reflect a compelling new water ethic as they share their stories and illuminate a path of coexistence with enough for all.

The film is directed by Mark Decena, executive produced by Robert Redford and produced by his son, James Redford, and will be premiering worldwide on Do Something Reel. It's available to watch on the festival’s web site and on our Facebook page for $5.99 per viewing, through the end of the month. Intrigued?

Here James Redford talks about why this film is so important.

A new film will be launched online on the first of each month. Prices vary by film with proceeds helping to fund two $25,000 AFI Silverdocs grants for filmmakers in the green genre. There is one viewing per purchase. Do Something Reel marks the first time these documentaries will be available to purchase and stream online, so make sure to watch them while they are available.

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:

  • June: Queen of the Sun
  • July: Ian Cheney retrospective — The Greening of Southie and TruckFarm
  • August: Lunchline

What watershed do you live in? Is your drinking water source in danger or being compromised? Even if you haven’t seen the film yet, we’d like to hear from you.

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.