For Immediate Release
June 24, 2004

Media Contacts:
Michael Straus - (415) 777-1170

Can Food, Environment Coexist in California?
“Vivid Picture” project to define future of food production and distribution systems;
Straus Communications to manage stakeholder communications

San Francisco, CA - “Sustainability” is a term that is casually tossed around, especially when talking about organic food, but few people can agree on its meaning.

Enter “Vivid Picture” (, an ambitious new research program that will analyze and help shape the next 25 years of California’s food production and distribution systems.

Spearheaded by Ecotrust ( – a leading conservation organization that promotes sustainable economic development – the research phase will include interviews with food manufacturers, wholesales, retailers, emergency food banks, farmers, health and nutrition experts, environmental management analysts, and policy makers.

San Francisco-based Straus Communications ( was named PR agency of record. Founded in 1999, Straus specializes in public relations and marketing services for organic and natural foods, agriculture and environmental issues. Clients include Thanksgiving Coffee Company, Niman Ranch, The Rodale Institute and the W.K. Kellogg Foundation.

Prior to starting Straus Communications, company president Michael Straus previously served as marketing director for Straus Family Creamery, the first organic dairy west of the Mississippi. His family pioneered efforts to preserve agricultural land, and developed new market opportunities for organic and regional specialty foods.

Vivid Picture” is a project of the Roots of Change Fund (, a collaborative of foundations and leading experts that supports the transition to a healthier food system and a healthier environment in California.

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