Dark Rye is an award-winning online magazine from Whole Foods Market, based in Austin, Texas. The publication focuses on multimedia storytelling through video, infographics, photos, recipes, DIY projects, and written content. Dark Rye highlights people from across the globe who are doing original things, especially in the areas of food, health, sustainability, design, technology and social enterprise. The goal of the site is to encourage and inspire visitors by telling stories and sharing experiences. Dark Rye launched in 2012.