“Food” and “Farming” are the most essential elements of our lives. We all need food, no-one excluded and we derive our food from farming. In the old paradigm of GDP-driven economics, the major aim of “agribusiness” is to extract resources from nature and deliver food to anonymous consumers. Those who can pay much can afford high quality food. People without or little purchasing power cannot afford more than low quality food – or no proper food at all. In this framework farmers are a “cost factor” and the goal of mainstream economics is to minimize costs. Markets are battlefields where consumers try to maximize satisfaction while paying the lowest price possible to the producers. We even don’t identify producers as “farmers” or “farmers’ families”.