Education on the current state of the food system can motivate individuals to create the food systems and generate demand for products they wish to see. With the idea that we are what we eat and how we consume, real food is the best medicine—for individual health, for society, and for the planet. The power of individual freedom does not mean anything goes, but rather informed, responsible choice that transcends to the global aggregate. Thus, respectful and healthy food systems begin with the individual, and have the potential to bring peace to communities and heal human relationships with land and each other, both locally and globally. Knowledge is power, and first starts with attention and awareness. Given the severe lack of transparency and multitude of socioenvironmental externalities within the industrialized food system, there is a need for adequate consumer education on practices and operations. Information on the consequences of these processes can influence attitudes to shift demand and create new vibrant systems. Here, the problem is the solution. To promote holistically healthy and nutritious systems, I created a disruptive advertisement campaign to highlight truths of the industrial system and its social and environmental externalities to inform consumers on cost and value of the products they are purchasing. This project juxtaposed the concepts of "farm to table" versus "firm to table," in additon to the applications of integrative sensory marketing tactics and culinary storytelling. Through the combination of art, music, poetry, and film, I sought to motivate people to think critically about the power of individual choice and what is behind a brand.