Pedaling: A New Web TV Series


Pedaling graphic

New Culinary Cycling Adventure Series Features NYC in First Installment


2010 will bring cyclists a new web video series about two subjects close to every cyclist’s heart: food and drink. PEDALING is a spirited culinary and cycling series created by talented producers Iri Greco of Panforte Productions and Jim Fryer of BrakeThrough Media.

Whether it be a small village bakery, a fine restaurant, or simply a picnic at the right stopping point, food and drink have always played an integral role in cycling—not only because they fuel the work, but in many cases the culinary experience provides cyclists with some of their fondest and most enduring memories.

First up in this series is PEDALING: NYC, a tribute to Gotham’s endless epicurean delights and vast landscapes—both concrete and green—from the cyclist’s perspective.

Presented in partnership with Specialized Bicycle Components, Whole Foods Market, Capo Cycling Apparel, and with the promotional support of Bike New York, this Urban PEDALING mini-series will launch to the public on January 5, 2010.

“We’re excited to introduce the first episodes in the PEDALING series,” stated series creator, Iri Greco, of Panforte Productions. “PEDALING was borne out of both of our life-long passions and careers in the food & hospitality and cycling sectors—it’s the ultimate union between the pedal and the plate!” Series co-creator, Jim Fryer of BrakeThrough Media added: “ Cyclists will find the PEDALING Series to be engaging, entertaining, informative, and relevant to how they live and ride in their everyday lives.”

PEDALING: NYC offers a diverse range of food and cycling adventures in six 5-minute hosted episodes that highlight scenic routes commonly used by locals in the city, and which include culinary destinations.

Viewers will accompany a city-centric and eco-conscious commuter, a dedicated female road rider who takes us to her favorite locations in this concrete mecca, and a hip fixie pedaler with his carefully chosen underground eateries.

Whether following Morimoto Chef, Chris Jaeckle, into Brooklyn on the hunt for a mobile pizza adventure at Pizza Moto; taking an energetic ride along Riverside Drive with U.S. National Champion cyclist, Meredith Miller, in search of the Wafel & Dinges truck for a waffle making lesson; or an exotic mixology lesson at a hidden speakeasy with NYC’s own Saffron King, Behroush Sharifi, PEDALING hosts guide viewers through some of the city’s most atmospheric nooks and crannies.

Episodes contain practical tips for urban cycling, including an inside peek at a professional bike fitting, traffic etiquette, and notes on where cyclists in the area ride, eat, and spend time
.  Take a look here for a sneak peek:

The January 5th launch of PEDALING: NYC will include targeted video distribution through media and supporting sponsors and partners. Throughout the month of January, all six Manhattan-area Whole Foods Market locations will present information and promotional materials on the series leading up to a February 4th in-store screening of PEDALING: NYC. The screening will kick-off ongoing consumer programs, including PEDALING-themed cooking classes, contests and connected activities laying the foundation for spring cycling months, Earth Day activities and beyond. Stay tuned for more key dates and information on opportunities to participate.

For additional information on PEDALING: NYC, or PEDALING as an overall series, including further press images and materials or sponsorship opportunities, please visit the website at, or contact Paul Skilbeck at
[email protected] or call 415.359.0730.

source: Iri & Jim at Pedaling

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