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Friday, July 20, 2012

Haberman co-produced documentary airing on TPT this Sunday

Minneapolis agency Haberman co-produced, and is helping provide marketing and PR support for, a new documentary airing on Twin Cities Public Television. Food Forward will air this Sun., July 22 at 12:30 p.m. and 6:30 p.m. on channel 2.

The show first aired on select PBS stations around the country this spring including San Francisco and Los Angeles, and has now been shown on more than 75 percent of all PBS stations nationwide, reaching more than half a million viewers.

The program highlights the efforts of food rebels across the United States — chefs, scientists, farmers, fishermen, teachers and others — working to create a healthier food system. Watch the five-minute trailer here. The first piece in an eventual series, the documentary focuses on the real people who are creating viable alternatives to how we grow food and feed ourselves.

The pilot episode, “Food Forward: Urban Agriculture Across America,” is also presented by Haberman’s clients Organic Valley and Annie’s Homegrown, among others.

As part of the Twin Cities premiere, program producer and director Greg Roden will be shooting footage for the full series at the St. Paul Farmers Market this Sat., July 21.

“We’ve all heard what’s wrong with the way we eat. Our program goes beyond celebrity chefs, cooking competitions and recipes to reveal real stories of Americans striving to create a more just, sustainable and delicious alternative to how and what we eat,” said Greg Roden, veteran documentarian and director of Food Forward. “Haberman has been with us since the beginning, and we’re so grateful for the passion and support that they bring to the team.”

“I am so proud to see this important documentary air. So often movies on the food system focus on problems without putting forth solutions,” said Fred Haberman, co-founder and CEO, Haberman. “These pioneers are leading the good food revolution with viable solutions, and are such an inspiration to all of us at Haberman. This topic connects nicely with our agency’s mission and passion — to drive powerful social change. The social entrepreneurs highlighted in Food Forward are creating compelling movements within, and positive solutions for, our broken food system.”

For more information, including a complete air schedule for Food Forward, photos and access to the full pilot, members of the press may visit the PBS pressroom and register.