JOEL'S NEW BOOK, BEYOND LABELS AVAILABLE NOW

            May I shamelessly ask you to help me get a book on the media radar by pre-ordering and lumping those numbers together?

             The title is  BEYOND LABELS:  A DOCTOR AND A FARMER CONQUER FOOD CONFUSION.  It's my first co-author project and my sidekick is Dr. Sina McCullough, the most vivacious, personal responsibility bio-chemist I've ever met.  I assure you the book is completely unique in the integrity food and farming genre.

             The format is a conversation.  Imagine you got to watch a farmer and PhD in bio-chemistry talk about food and farming live on a stage.  That's how this is set up.  I bring in all the production stuff, good, bad, and ugly, and Sina does the nutrition but in an understandable way.  The eclectic nature of this broad treatment brings nuances you'd never see in a nutrition book and, of course, consumer issues you'd never see in an ecological farming book.

             We've been working on this for most of a year.  As a meticulous researcher, Sina's footnotes for prime sources cover 20 pages in the back of the book.  Between my dramatic story telling and her scientific sourcing, we have quite the winning combination.  You're bound to like something in the concoction.

             The format is a continuum.  One of the themes in the cover endorsements is that the book is not judgmental.  We lead the reader from gas station food all the way to their own backyard garden and chickens.  It's a continuum that encourages, prods and gently challenges folks along to the best food space possible.

             Certainly many people will not perform the final few acts in the continuum like having back yard chickens or planting an herb garden.  But after reading to the end, we're confident people will be empowered to pursue that level of engagement if they want to.  It won't be scary.

             Each chapter is called a bite and zeros in on one type of food or type of action.  The main purpose of the book is to help people see how we think about things.  We don't prescribe a diet but we do applaud nutrient density and taking charge of your own decisions.  We live in a victimhood time in human history; BEYOND LABELS is all about taking responsibility for your knowledge and participation in your own food choices.  We see and explain the limitations of every certification label and normal ingredient label.  The whole idea is to help everyone understand the limitations of a label and move beyond them in sourcing and thinking.

             Obviously when we embarked on this project we had no clue that it would come out in the middle of this virus phenomenon.  But the timeliness couldn't be better.  And yes, how to boost your immune system is all over this book.  As people begin thinking anew about health and about where to get food, this book boosts your confidence to make good choices.

             You can get it from the Polyface gift store or on Amazon.  We expect the book to be in hand May 27 and they will be shipped immediately thereafter.

             Thank you.