When it comes to food we all need a little bit of truth. Well, maybe a lot of truth. So TruthInFood.com sounds like a good idea. To learn more about this intriguing project I spoke with Mike Smith, Food Chain Communications.

Mike and I had a great conversation about understanding why people from both production agriculture and the urban consuming public think the things they do. To effectively communicate you need to understand your audience and not just preach at them. Sounds easy, eh? Not really. However, Mike and Kevin Murphy set out a year ago to create an online location to post thought provoking stories about the Truth In Food.

Truth in Food traverses the entire food chain, traveling the long and winding road from conception to consumption armed with the farmer’s natural skepticism and the scholar’s thirst for knowledge, the mechanic’s understanding of nuts and bolts and the philosopher’s impulse toward the sublime, all blended with insight, scholarship, thought and good old fashioned humor.

The most popular story they’ve posted so far is “The Ten Reasons They Hate You So.” I encourage you to read it. So let’s learn more about TruthInFood.com and what Mike has learned during this past year. ZimmCast 269

The program ends this week with Truth of the Matter by Drew Vics from Music Alley.

Thanks to our ZimmCast sponsors, Novus International, and Leica Geosytems for their support.

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