In an effort to break stereotypes, the book describes farmers who don’t wear overalls but who do use technology in producing food and preserving the environment, dairy farmers who work on “cow comfort,” and how hard farmers work on sustainability. On the other side, the book reminds farmers that only a tiny percentage of the population lives on a farm and urges farmers to tell their stories through social media and every day conversation to correct mistaken beliefs about food production perpetuated by traditional media.
The book’s very design lends itself to exploring both sides of the issue. One side of No More Food Fights! offers six senses for those who primarily consume food—chefs, healthcare professionals, foodies, dietitians, and retailers. Flipping the book reveals the other side, which features s 6½ steps geared toward those who produce food—farmers, agricultural businesses, and ranchers.