Those of us who think about what we eat, how it's grown, those of us who care about the environmental impact of food - we've been educated by fabulous books, like Fast Food Nation and documentaries like Food Inc. But despite these and other great projects that shine a critical light on the topic, every year the food industry spends literally tens of millions of dollars to shape the public conversation about our food system.

Even very progressive, informed people still get tongue-tied responding to the question, can organic and sustainably raised food still feed the world? A corollary to that question, and one we certainly hear a lot these days, is that genetically modified foods are better for the environment because they use fewer chemicals, which has been thoroughly debunked.

You could increase farmworker wages significantly and not change the price to the consumer at all - for instance, if you redistribute how revenue is paid out across the food chain. Labor costs, particularly farm labor, is a tiny portion of the price we pay at the supermarket.

Part of what the food industry does with public relations, just like the chemical industry or the oil industry, is to try to erase their fingerprints from their messaging.

Just in the past couple of years, there's been pushback against some of that marketing, as parents have gotten really upset. Now we're seeing Coke and Pepsi kind of shape-shifting. Instead of doing these very explicit marketing deals, they are getting into schools in much more hidden ways - things like My Coke Rewards, where they encourage schools to push their student body to purchase Coke products, in exchange for points that go toward various products for the school. It's a way for these companies to get in front of kids, presented as a form of charity.

Those of us who think about what we eat, how it's grown, those of us who care about the environmental impact of food - we've been educated by fabulous books, like Fast Food Nation and documentaries like Food Inc. But despite these and other great projects that shine a critical light on the topic, every year the food industry spends literally tens of millions of dollars to shape the public conversation about our food system.

Hope doesn't come from calculating whether the good news is winning out over the bad. Its simply a choice to take action.