Fresh the Movie is a documentary about food quality, sustainable farming, and the major flaws of our food system. Based on the excitement surrounding this film, I had high expectations for it and thought it could potentially have a significant impact on the many people who are making misguided dietary decisions. Without a doubt, it’s an excellent documentary that everyone should see, but it in regard to it’s potential to provoke change, it fell short of what I was hoping for.

The average consumer typically doesn’t understand or care about the health or environmental consequences of eating processed food. If they do happen to choose whole foods, they’re even less likely to realize that the conventionally farmed produce and meat in most grocery stores has health and environmental consequences as well. Fresh the Movie provides a great synopsis of these problems, but I question if it’s message is strong enough to inspire the average consumer to make a change.

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