Whole Story

The Official Whole Foods Market® Blog

The Greenhorns: Do Something Reel Film Festival

Last 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 The Greenhorns, which explores the burgeoning movement of America’s young farming community – its spirit, practices and needs.

“We’re making a film about young farmers - their struggle, their valor, the redemptive force that they have for our society, for our culture, for our agriculture, for our countryside, for our nation.”

A new farmers’ movement has emerged and it’s composed of young, scrappy, resourceful and adaptive Americans, who are staking a claim in changing the food system for the better. The Greenhorns is their story. These protagonists of America’s agricultural revival face tremendous structural obstacles as they seek access to land, capital, education, business training, cultural support and open-minded consumers necessary for medium-scale agriculture. Where these components are missing, the farmers improvise and invent new institutions to serve their needs and a new marketplace.

By amplifying the voices, spirits and needs of these new farmers, as well as leaders in food and sustainable farming such as Michael Pollan and Eric Schlosser, the makers of The Greenhorns documentary film aim to entice and embolden, recruit and connect the many who crave to serve their country food. For a taste, take a look at the film’s trailer.

Filmmaker Severine von Tscharner Fleming is a farmer, activist and organizer from Cambridge, Mass. When not on the road at screenings, young farmer events or shoots for her new webseries, Severine directs the grassroots organization Greenhorns, a grassroots non-profit born from the film, and coordinates community events, skills workshops and media projects for the benefit of young farmers. She also raises pigs, goslings, chickens, rabbits and herbs on the borrowed bits of land that comprise her farm, Smithereen.

Visit the festival’s web site to rent The Greenhorns through Amazon Prime and Amazon Instant Video.

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 Bonsai People next month.

What’s your ideal food system? What would be different and what would remain the same?