Polyface Eggmobile (©photo courtesy of Polyface Farms)

FRESH celebrates the farmers, thinkers and business people across America who are re-inventing our food system. Each has witnessed the rapid transformation of our agriculture into an industrial model, and confronted the consequences: food contamination, environmental pollution, depletion of natural resources, and morbid obesity. Forging healthier, sustainable alternatives, they offer a practical vision for a future of our food and our planet.

Among several main characters, FRESH features urban farmer and activist, Will Allen, a 2008 recipient of the MacArthur “genius” grant and recently named one of Time’s 100 most influential people; sustainable farmer and entrepreneur Joel Salatin, made famous by The Omnivore’s Dilemma, the best-selling book by Michael Pollan, who is also featured in the movie; and, Kansas City supermarket owner David Ball, who is challenges our Wal-Mart-dominated economy every day by stocking his stores with products from local suppliers.

The film's director, ana Sofia joanes, says:

FRESH portrays a movement that is happening in America and worldwide. The alternative food market is the fastest growing market in the United States, even though it still makes up a minuscule percentage of the food economy. And it’s incredibly energetic. Where it will lead us, I don’t know. Lin Yutang, a Chinese writer and inventor, said that “Hope is like a road in the country; there was never a road, but when many people walk on it, the road comes into existence.”

Director ana Sofia joanes

FRESH tells the stories of real people, connecting audiences not with facts and figures or apocalyptic policy analysis, but with examples of personal initiative and concrete ways to engage in a new food model.

To learn where you can see the film, or possibly host a screening, go to: FRESH the Movie

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