Eat food. Not too much. Mostly plants. That, more or less, is the short answer to the supposedly incredibly complicated and confusing question of what we humans should eat in order to be maximally healthy.

[Government] regulation is an imperfect substitute for the accountability, and trust, built into a market in which food producers meet the gaze of eaters and vice versa.

In Joel's view, that reformation begins with people going o the trouble and expense of buying directly from farmers they know - "relationship marketing," as he calls it. He believes the only meaningful guarantee of integrity is when buyers and sellers can look one another in the eye, something few of us ever take the trouble to do. "Don't you find it odd that people will put more work into choosing their mechanic or house contractor than they will into choosing the person who grows their food?"

All money for agricultural extension, land grant universities has been toward developing industrial food. Lots of money has been invested toward maximizing yield. If you took even a small amount of that money and put it toward organic research, I don't have any doubts you could match those yields.

We're always projecting our moral categories on things. I think that's inevitable. But capitalism places no particular value on morality. Morality in the market is enforced by contract and regulation and law, because morality is understood to be in conflict with the motive force of greed and accumulation.

I'm very hopeful that we'll see some change in our food system. I don't know how far we'll go, or how quickly we'll get there, but there is no question that a significant percentage of the American public is dissatisfied with the food system.

Rule No. 12: shop the peripheries of the supermarket and stay out of the middle.