What does unbranded content about blind coffee roasters, feral pigs, and electric bikes have to do with selling groceries? The team at Dark Rye, Whole Foods Market’s online magazine, thinks there’s a connection. Dark Rye launched in 2012 at SXSW with the intention of creating unbranded films that celebrate the makers and doers of our time: urban farmers, whisky distillers, locavore chefs, and more. Why? Because they believe people actually want this type of content. The team will offer a transparent look at the risks and rewards of content that doesn’t directly peddle product, how to get films distributed, the challenges of low budgets, unpaid talent, small crews, and camera-shy subjects (feral pigs!). Branded content has its merits, but if you’re creating it just to get your brand seen, spend the money elsewhere. If you have a compelling mission, cause, or message, however, people might not only watch, but actually feel, and even do something as a result.