Journalism professor Michael Pollan, one of the mainstream media’s prominent food celebrities, asserts that “[t]he food movement coalesces around the recognition that today’s food and farming economy is ‘unsustainable’—that it can’t go on in its current form much longer without courting a breakdown of some kind, whether environmental, economic, or both. . . .” For Pollan, the food movement is “splintered” in its origins, “[unified] as yet by little more than the recognition that industrial food production is in need of reform because its so- cial/environmental/public health/animal welfare/gastronomic costs are too high” (Pollan 2010).