“Honestly speaking, the farm-to-table movement at high-end restaurants is 40% legitimate sourcing and 60% menu copywriting. Yes, we know the farmer. His name is Sysco. But we also buy twelve heirloom tomatoes from a guy named Dale every August, photograph them extensively, and reference that partnership in every interview for three years. Diners aren't paying for vegetables. They're paying for a story they can retell at brunch.”