What does "Sustainable Agriculture" mean to consumers and why should farmers care? Larry Kaagan, president of Kaagan Research Associates, has been surveying public attitudes toward sustainability and joins us this week on Open Mic to share his findings. According to Kaagan, consumers increasingly identify with sustainable food production and are forming most of their opinions about it based on messaging from the Michael Pollan's of the world. Kaagan says activist voices are doing a better, faster, more persuasive and creative job of defining sustainability than agriculture is.