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.
FRESH is more than a film; it is a reflection of a rising movement of people and communities across America who are re-inventing our food system. FRESH celebrates the food architects who offer a practical vision of a new food paradigm and consumer access to it. Encouraging individuals to take matters into their own hands, FRESH is a guide that empowers people to take an array of actions as energetic as planting urban gardens and creating warm composts from food waste, and as simple as buying locally-grown products and preserving seasonal produce to eat later in the year.
Throughout the film, we encounter the most inspiring people, ideas, and initiatives happening around the country right now. At the Growing Power urban farm in Milwaukee, Will Allen is turning three acres of industrial wasteland into a mecca of nutrition for his neighborhood. In Kansas City, we witness David Ball revitalize his community, turning the modern concept of the Supermarket on its head by stocking his stores with produce from a cooperative of local farmers. And, we journey to Joel Salatin’s farm in Virginia’s Shenandoah Valley to witness his methods for closing the nutrient cycle, allowing cows, chickens, pigs and natural grasses to flourish and produce without ever an ounce of chemical fertilizer or industrial animal feed.
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.