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'Your Food's Roots' Series Aims to Reconnect People with Their Food

Image credit: The Farm Project

Consumers have a critical role to play in pushing forward the sustainability agenda, particularly when it comes to food. But initiating change requires both educating the public about the issues and inspiring them to action, the latter of which isn’t always a straightforward process. A new partnership between issues-driven media company ATTN: and The Farm Project, an initiative founded by actors Zooey Deschanel and Jacob Pechenik to provide support and funding to projects that create more ‘knowers’ and ‘growers’ by reconnecting people and food through experiences, is vying to expose consumers to the reality of the food system, and thereby encourage them to drive change.

“Food production feels very much out of sight, out of mind. We’re at a place in time where we know less about food than any civilization before us. It’s time we revitalize our systems and find out exactly what’s on our plate,” Deschanel said. “Jacob and I are excited to be teaming up with ATTN: to share what goes on behind the scenes of your favorite foods. This series is all about arming viewers with knowledge about what we’re putting into our bodies and what we’re putting out into the environment.”

The partners have launched a five-episode original series, “Your Food’s Roots with Zooey Deschanel,” which immerses viewers in the backstory of their food and the effects food production has on our lives. Topics covered include overfishing, bread production, organic vs. non-organic food products and alternatives to meat. Each episode includes interviews with experts and people actively working to transition the system to a more sustainable, responsible model. All of the episodes — including the one below — are aired on Facebook Watch, making it easy for viewers to comment and share the videos with others.

“We greatly admire the work of Zooey Deschanel and Jacob Pechenik to highlight where our food comes from and what goes into its production,” said Matthew Segal, co-founder of ATTN:. “We are thrilled to team up with The Farm Project around our new show, ‘Your Food’s Roots,’ which will reach millions of ATTN: fans on Facebook as well as new audiences who care about the quality, sustainability and integrity of our food.”

Launched in 2006, Sustainable Brands has become a global learning, collaboration, and commerce community of forward-thinking business and brand strategy, marketing, innovation and sustainability professionals who are leading the way to a better future. We recognize that brands today have… [Read more about Sustainable Brands]

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