Sutton Morgan, a California produce farmer, agreed with Loberg's comments. "The ability to work with my family is…amazing. I can't even express it," he said. "Sometimes we butt heads, sometimes we get along, but really it's just that family dynamic that I get to experience that I truly enjoy."
The farmers also said growing consumer confusion about food production was factored in to the decision to participate in the film. On one hand, they wanted to allow consumers in to see how food is produced, but on the other, they wanted to make sure the story told in the film would be accurate.
When Moll's production studios called, says Brad Bellah, a sixth-generation Texas cattle rancher, he was skeptical.
"I feel like many people in agriculture tend to feel like they've been burned a time or two, or know someone who has when it comes to the media," Bellah said. "Sometimes, things have been twisted before – so that was definitely a concern."
Morgan said part of his goal for his operation is to reach the consumer, and tell the story about where food comes from. As a produce farmer, he said marketing messages are easily distorted, and there's a growing desire among consumers to know more about the food they purchase and consume.
The film also helps consumers understand that the food raised and cared for by a real person, Loberg said.
"We are just like them, we have families, we have kids, we have bad days, we have good days; they actually get to see that there's a living, human person behind what they see in the grocery store," he said.