It is our opinion that it is in the best interest of all of us to eat the best quality food possible. It is also our opinion that money talks, and when people start making pocket book decisions, the markets follow.
A critical issue in the food supply currently is that farmers get paid by quantity not quality. The principles and techniques necessary for growers to produce much higher quality food are generally available, but until the economic incentives are structured in a way that makes it in the interest of the grower to pay attention to quality, only a select few will.
This means that consumers are a critical piece of the puzzle when it comes to facilitating an increase in quality in the food supply. We must have a certain segment of the consumer populace actively engaged in demanding higher quality produce before the incentives will exist to change the actions of farmers.
It is our objective therefore to provide consumers with the information necessary to make educated purchasing decisions in regards to their food choices and understand the core importance of food quality in the health and welfare of their families.