Rodale Inc. Launches “The Real Dirt on Real Food”

Wild Planet Signs On as Launch Partner with Dedicated “Live Sustainably” Edit Center

Rodale Inc., the world’s leading healthy lifestyle media company, today announced the launch of, the nation’s first media outlet solely devoted to covering today’s wildly entertaining and critically important boom in healthy and sustainable food.

With an often irreverent, always authoritative tone, will be the gathering place for clean-food insiders and experimenters, uncovering the latest trends, innovations, opinions, products, and recipes. A daily stream of articles and blog posts will explore what’s in both packaged and fresh food, how sustainably it was grown or raised, how it gets to your store or table, how good (or bad) it tastes, and whether it’s worth celebrating or is (alas) overhyped.

“People are more in tune than ever with the relationship between what they eat, how they look and feel, and how our food affects the planet. Everywhere you shop or eat now, you can find see some food label—whether something is sustainably sourced, real, natural, pure, non-GMO, local, gluten free—that raises more questions than it answers,” said Sarah Toland, Editor of “ helps people negotiate this crazy landscape and figure out how to ‘eat clean’ in a way that makes the most sense for their own health, goals, and ethics.”

Editors at are eager to celebrate food manufacturers and the exploding farmers’ market culture for what they’re getting right but will also have fun with the trend factor without falling for hype. “Don’t expect earnestness—there’s already too much of that in the food and diet space,” Toland said.

Launch articles include “Are Baby Carrots the New Junk Food?” “Are You an ‘Ignorant Hipster’ for Drinking Almond Milk?” and “When Pineapples Grow in Canada.”

Along with Toland, at the helm are Editor in Chief Bruce Kelley, Senior Editor Hollis Templeton, and Publisher Lori Burgess. has also signed up seven contributing bloggers, including Darya Rose (author of Summer Tomato, one of TIME magazine’s 50 best websites in 2011), Joe Dobrow (former top marketing executive for Whole Foods and Rodale author of Natural Prophets), and Rodale cookbook author/celebrity blogger Candice Kumai.

Wild Planet is the launch partner for, with 100% share of voice via a dedicated “Live Sustainably” edit center, branded content, and native ads.

About Rodale Inc. Rodale Inc. is the global voice for health and wellness with a mission to inspire and enable people to improve their lives and the world around them. Through a broad portfolio of best-in-class brands, Rodale reaches more than 100 million people globally through multiple distribution channels, including magazines, books, online, mobile, e-commerce, direct-to-consumer, social, and video. With 100 editions in 67 countries, Rodale publishes the largest, most established health and wellness lifestyle magazine brands, including Men’s Health, Prevention, Women’s Health, Runner’s World, Bicycling, Running Times, the forthcoming Rodale’s Organic Life and through Rodale Events, LLC, which produces 25 branded events that draw more than 100,000 participants annually. As one of the largest independent book publishers in the world, Rodale has published more than 75 New York Times bestsellers, including The Bulletproof Diet by Dave Asprey, Michelle Davis and Matt Holloway’s Thug Kitchen and The Honest Life by Jessica Alba. A digital leader in the healthy living space with properties such as EatClean, a vertical for those looking to improve their health through clean eating; Zelle, a running site for women; and Rodale’s®, a healthy lifestyle e-tail store, the company continues to find new ways to connect with audiences across developing technologies. Rodale editors are fixtures on the national media circuit, appearing on television regularly as authorities on health and wellness. For more information, visit and follow us at @RodaleInc.

Media Inquiries

Senior Director, Communications Bethridge Toovell 212-573-0214
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