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Urban Roots is a timely documentary given the collapse of the US auto industry and the need to move toward a sustainable future. The film is the story of a group of dedicated Detroiters working tirelessly to fulfill their vision to locally-grown, organic, sustainably farmed food in the city where people, as in much of the country, have found themselves cut off from real, fresh food and limited to the lifeless offering of fast food chains, mini-marts, and gas stations stocked with processed food from thousands of miles away. The people of Detroit have taken on the enormous task of changing this for themselves and to understand their story is to understand how we can change it for us all.
OBEY AWARENESS has teamed up with Urban Roots and Tree Media to raise money and put a call to action to create farms in schools with land previously covered in asphalt. This land can be used not only to grow food but for education purposes as well. Funding for this type of project is not currently available, therefore the Tree Media Foundation has partnered with The Green School-house, a Los Angeles-based school garden consulting and design build-company, to create a pilot program to build school farms. These farms are called Field of Dreams. A Field of Dreams Farm is an outdoor classroom where High School students learn the sustainable practices of planting, composting and water conservation to grow food with the highest organic nutritional value. Each school will experience the growth cycle of seed to harvest to table. Students will take the message home that growing your own food is a simple vital process.
OBEY will donate 100% of the profits from the sales of the OBEY AWARENESS collection to support the Urban Roots programs.
To learn more about Urban Roots, please visit www.treemedia.com