Food For Thought: Who Has Your Back?

It’s hard to keep track of how things are changing when it comes to food. The ownership puzzle is hard to follow, with most of the brands we see on shelves belonging to a small handful of global mega-corporations. It’s even harder to keep track of the quality, supply chain, and ecological impacts of these food companies that are often obscured by friendly, consumer-facing marketing. Companies use terms like “all natural”, “GMO-free”, and “organic” on everything to try to catch your attention.

I understand if your eyes start to glaze over; mine do too. It’s overwhelming. And at the same time, I’m supposed to change – to eat the latest superfood (acai anyone?), understand where my food comes from, check the labels, know what’s in season, eat spray-free… what else? The challenge is knowing which messages to stop ignoring.


A good place to start is to borrow insights and learnings from people who have already spent time and energy in an area. Find experts you trust and expedite your learning by tapping into their knowledge. When it comes to food, I like Britt and Justin from Hearts and Roots. They have values that align with mine. I feel like they have my back; like they will make the right choices every step of the way, so I can rest assured when I buy from them. By supporting a place like Hearts and Roots, I’m choosing to support experts.

Justin (co-owner of Hearts and Roots) wrote a piece for their email newsletter last year titled “The Hows and Whys of What We Do” that provides some excellent and thoughtful insight. He illustrates the alignment with their customers’ values that I’m talking about. His words shed light on why it’s so important to find people like them and attach yourself to their expertise.

For example, one thing I learned is that many organic farms use plastic to help heat the soil, get earlier harvests, and inhibit the growth of weeds. I also learned that the plastics used have recently been banned by Canadian Organic Standards, which has led many organic farms to use a heavier plastic that ends up in a landfill at the end of the season. It’s a wasteful solution. Hearts and Roots are different. They are focused on farming sustainably, so they don’t use it. They don’t simply respond to regulators because they’re interested in lowering their costs and increasing margins. They are interested in being around for a long time. They are proactive.

Another thing I learned: Britt and Justin are happy to employ people long-term. They aren’t interested in the temporary foreign worker program or unpaid interns. I particularly like this line – “every year we try and pay them a little more because we’d like to see a minimum wage increase generally.  The farm will have to figure that out, or the farm just isn’t sustainable”.

The food business is big. The fertilizer and chemical businesses are big too. How you choose to operate has a lot to do with the reason you got into business and who you’re in business to serve. Justin explains how they make decisions based on a more complex set of criteria than simply profit and satisfying shareholders. To Hearts and Roots, success is more nuanced than simply being a synonym for profit.

“This is why we don’t use certified organic, biological insecticides like Spinosad.  Spinosad has many trade names, the most common out here being Entrust. It is produced by Dow Chemicals and is registered for use in organic production because it is a biologically derived insecticide that is non-toxic to animals and humans.  However, it is toxic to bees and other beneficial insects. It is commonly used by spray-free and organic farmers to control flea-beetles, especially in years like this one when the spike in the population was so outrageous, that the beetles were migrating through the soil to take down plants underneath protective blankets. We will continue to abstain from using indiscriminate crop aids that threaten the well-being of the farm as a whole. This may mean that you miss out on some late season cauliflower and kale the odd year, but we’re working on new strategies and alternative crops so that hopefully you won’t even notice!”

Britt and Justin aren’t trying to fool people with a definition of “organic” to make more money. They are trying to serve healthy food to people that is grown on a farm that respects the environment around it and is trying to be around for a long time.

This piece isn’t meant to pit one farm against another. Justin explains this well – “We didn’t write the above to discount the hard work of all our peers, or to for one second pretend that we’re the ones doing it right. But, we are trying really hard to do the best job we can do and put the land first. We are incredibly privileged to have the opportunity to care for a small piece of an endangered planet and it is not something we take lightly. However, things do take time and we have a long way to go. But it’s important for us to let you know the difference you’re making by supporting our farm. Hopefully, you’ve enjoyed it on the merit and array of delicious vegetables alone. Thank you for all your support.”

Read the full piece by Justin by clicking “Read More”.

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All photos courtesy of Hearts & Roots