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Healthy eating doco to be distributed in Woolworths produce section

The maker of a documentary about a healthy eating journey has struck a deal with Woolworths to distribute his film in the fruit and vegetables section.

Australian Joe Cross, director and star of documentary Fat, Sick and Nearly Dead will sell DVD copies of his film in Woolworths on the same day of its premiere on November 28.

Cross told Mumbrella: “I did the deal directly. Woolworths are supporting the film as their view is this is a film that inspires people to eat more fresh food and they’re the fresh food people.”

“Full marks to them for supporting an independent film and getting it seen,” Cross said.

Cross’s autobiographical story is like Morgan Spurlock’s Super Size Me but in reverse. An overweight broker, Cross sold his company and took off across the US with a cameraman, sound guy and a juicer. His aim was to slim down by eating only fruit and vegetable juice while discovering why people are addicted to fast food.

The film cost Cross, who financed it himself, approximately $2m. While Cross doesn’t expect a return on investment on the film – which is also distributed through iTunes – he has since created a business called Reboot Your Life which he plans to create weight watcher style meal plans around juicing.

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