“The internet can solve many of the difficulties in “knowing your farmer.” Much of the information asymmetry in food exists because a cost effective way to make information travel with the food hasn’t been applied. It is starting to happen in silos, for flour, for chocolate, and for wool, but soon the full power of the semantic web will be applied to food. Mobile pervasiveness is eliminating the boundary between offline and online, enabling seamless access to information. Open participation by all interested parties—whether consumers, producers or distributors—can democratize the sourcing, verifying and sharing of information.”