Ruth’s mission for Farmer Up granola is to build a sustainable process while amplifying the farmers’ stories. Ruth says: "Feeding people is my love language. Taking the principles of mindful consuming to a favorite family recipe seemed like an appropriate next step, so I set out to meet the farmer behind every ingredient. Giving the 'FU' to big AG while creating a new acronym—Farmer Up—just felt right. A friend's daughter, Aria, helped with the design. When I saw that woman in the amorphous hat chewing on an oat, I felt obliged to continue down this path. My hope and dream is that people will adapt my recipe based on their own local options. Then share your version! Maybe like a granola chain letter!"