the lexicon of sustainability
A cross-country look at sustainable food and farming
We’re proud to offer Douglas Gayeton’s photography from the Lexicon Project. Featuring key concepts of sustainable food ranging from ‘grass fed’ to ‘biodiversity’ to ‘veggie libel law,’ Gayeton’s work defines and expands your food fluency, right from your walls.
Begin your collection today for the introductory price of $249.
Available in our San Francisco store only.
In the words of Douglas Gayeton:
We live in a world of dwindling natural resources. The principle of sustainability offers us a roadmap for managing what we have left. Yet as we attempt to put our world back in balance, we’ve seen the term “sustainability” grossly misused, its meaning devalued, hijacked, turned into hollow sounding marketing jingles.
The stakes are high. If people don’t understand the meaning (and implication) behind terms like Food Miles, Carbon Footprints, CSAs, Organic, Food Security, Food Deserts, GMO, Grass Fed, Direct Trade or even Pasture Raised Eggs, how can they be expected to live more sustainably?
To help “take back” the meanings of these important ideas, I set out to document the work of one hundred thought-leaders, architects of a new vocabulary reflecting the most promising solutions for creating a vital and sustainable food system in this country. I asked each of them for a single term that defined the essence of their work, because words are truly the building blocks for new ideas. I feel like I’ve only captured a fragment of this veritable re-imagining not only of American agriculture, but of our country’s consumer culture, one defined by excess and disposability but now showing signs of responsibility, of resilience, and even hope.
My subjects are varied. Some are famous; others less so. The results show that this re-invention of our food system has no central figurehead or single source for inspiration. It’s happening everywhere, and it’s happening now.