"My hope is that if people have the knowledge, and if they actually see where their food comes from and have access to the information, they will make better ethical choices. Whatever those choices are, they'll be better than eating in ignorance, and shopping in ignorance, which is what most Americans today do — because it's very hard to understand anything about your food. The food chain has gotten so long, so intricate, and so opaque that most people have no idea what they're eating.
The first step towards solving the omnivore's dilemma is knowledge: eating with full consciousness. When that happens, I have a lot of confidence that people will make good choices."