Editor’s note: This article was originally published January 22, 2014

Austin-based Whole Foods Market was the inspiration for a new TV series that debuts tonight.

"Dark Rye" is based upon an online magazine the grocer launched in 2012. It will air at 8:30 p.m. on the fledgling Pivot network.

The show, hosted by Kirk Lombard, "explores the realms of food, health, sustainability, design, technology and social enterprise."

"We’re really excited to bring the stories of Dark Rye to television, and Pivot is a great partner for this," executive producer Jacob Ellenberg said. "Participant Media and Pivot’s ethos is similar to that of Whole Foods Market, and we are honored to be working with a company that has already made such a mark on the film community."

Launched in August, Pivot features programming geared toward millennials – people ages 18 to 34.

"Whole Foods Market and Dark Rye are the perfect foundation for the kind of engaging storytelling Pivot wants to bring viewers," network executive vice president Kent Rees said. "Aligning with their brand addresses our desire to create customized content that truly speaks to the spirit and attitude of the next generation."

On Time Warner Cable, Pivot can be found on digital channel 293.