People don't realize how much the food industry has infiltrated all aspects of our children's lived experience, including their experience at school. There are sponsored curricula by food companies, they're also in our schools with logos sponsoring sports teams.

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.

Courage is saying maybe what I'm doing isn't working, maybe I should try something else.

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.

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

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. So when consumers hear about a recent effort like the "food dialogues" put on by a group called the US Farmers and Ranchers Alliance, do they know necessarily that these "dialogues" are being funded by companies like Monsanto, a large chemical company and the controller of most of the patents on genetically modified seeds? No, they don't.