When farmers care about doing the right thing; food tastes better. We know this is by caring about their produce, their workers, and their environment. These farmers are often the smaller multi-generational farmers whose grandparents farmed at a time before 'big food' went in the wrong direction, prioritising profits over purpose. This wrong direction has lead to antibiotics, fertilisers, insecticides, animal cruelty, and exploitation of the land and workers. Documentaries like "Rotten", "Cowspiracy" and "Food Inc" are bringing this crisis to the consciousness of a fed up population. The problem is that mass production makes food artificially cheap. The true cost of food is higher than what you see in the supermarket, and that makes it difficult for the farmer who is doing the right thing to make a sustainable living. The ironic twist is that many of these smaller farmers can't afford the time or cost of organic certifications or branding and marketing, so it's almost impossible to find their great tasting, healthy food unless you happen to live near to their local farmers market. We are on a mission to help level the playing field for these good farmers and bring great tasting healthy food to you and your family.