EQAL Powers Site For Earth Balance, Whole Foods Market

Los Angeles-based EQAL, the social entertainment and media firm known for lonelygirl15, is powering a new web site for Earth Balance and Whole Foods Market. According to Earth Balance, it is launching a new holiday bakeoff will allow home bakers a chance to win prizes and have their recipes featured on Whole Food's web site. Earth Balance is a provider of nut butters, butter spreads, and shortenings. No financial details of the effort were announced. It appears that the new holiday baking community is also tied to two other sites being run by EQAL, one for Alicia Silverstone and the other for Alison Sweeney.