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, the recipient of MacArthur’s 2008 Genius Award; sustainable farmer and entrepreneur, Joel Salatin, made famous by Michael Pollan’s book, The Omnivore’s Dilemma; and supermarket owner, David Ball, challenging our Wal-Mart dominated economy.
FRESH is more than a movie, it’s a gateway to action. Our aim is to help grow FRESH food, ideas, and become active participant in an exciting, vibrant, and fast-growing movement.
When I write we, I don’t mean our small team (officially two of us, with lots of amazing helps from our interns and volunteers) but I mean YOU. All of you. FRESH is a grassroots efforts for a grassroots movement. It’s been tremendously exciting to see the movie catch on and spread like wild fire, being used all over the country as a platform to raise awareness and connecting people to the solutions available in their community.
Within a month of our launch, we’ve received over 20,000 visitors and hundreds of screenings have already been organized. We want to reach 1 million folks. Not just because that would totally feel nice to our ego (mine especially!), but because, we believe that FRESH can truly help get us to a tipping point, when sustainable food will no longer be just a niche market.
Please help us reach 1 million people (to start with that is.) Organize a home screening or a community screening. Get in touch with us, let us know what we can do more and better. We’re open!
Ana Joanes & The FRESH Team