breakfast lunch dinner.
rebrand, print/editorial
breakfast lunch dinner is an FDA rebrand. The Food and Drug Administration regulations created confusion and conflict with farmers and consumers because of issues related to pesticides and organic farming. In this rebrand, I decided to focus in on the “F” in FDA and interviewed and photographed farmers from California’s Central Valley, a region that produces a large amount of food for the world.
I wanted to tell the story of the farmers who work around the clock and go above and beyond to make sure they’re being environmentally sustainable and safe as they adhere to regulations that change on a whim.
Book shot by me. Drone photography by Carlos Mendez.
I interviewed and included not only farmers but people you don’t necessarily think of; the accountants, PCA’s, mechanics, and other people who work behind the scenes to make this industry and regulations work.
