Written for food buyers to empower them in their dedication to food with integrity, this book changes people’s lives. Farmers who give it to their customers say that folks who have read it have a new level of understanding and a delightful attitude about the farmer-consumer relationship. A short, easy read, this book will make you laugh and cry, all in a matter of minutes. The foreword is by internationally renowned author Michael Pollan, whose “Omnivore’s Dilemma” has catapulted the local food movement to a new level. Any consumer wanting to peek in to the life behind the local food farmer will be delighted at the insights and real-life stories Joel shares from his own marketing experience. Don’t let the size fool you. This book says a lot in a few pages. 135 pgs.