It was such an honor to have Whole Foods sponsor the screening of A Farmer’s Road at the International Film Festival North Hollywood. Take a moment to fully read the poster below. They said some really nice things about the film, but more importantly, advanced the mission by putting their name on it, hosting a fabulous luncheon, and introducing small-scale Midwestern farming to the west coast.
Additionally, we won Best Food Film of the festival. Many thanks to Nick and Hortencia for their support and congrats on the inaugural event.
What a honor to have A Farmer’s Road be accepted into the Great Lakes Environmental Film Festival in Milwaukee, WI. The festival runs April 21-23, 2016 in association with Marquette University. As a Milwaukee native, this is an especially wonderful distinction; I’m proud to be a participant. Their mission: “The Great Lakes Environmental Film Festival (GLEFF) is a student run annual event that challenges audiences to go beyond passive viewing and take action for the environment. GLEFF presents thought-provoking films and dialogue that raise awareness of sustainability, environmental justice, and ecological issues at the local and global level.” Learn more about this important festival here.
Cooperband and Jarrell moved to Champaign from Madison, Wisconsin in 2003, and gradually traded in their lives as academics for a life of farming. Their farm and its products and experiences have become well known to patrons around Chicago (especially their customers at Green City Market) as well as patrons closer to home. After more than a decade of cheese making, they have cultivated a loyal following of chefs who feature Prairie Fruits cheeses on their menus and visitors to the dinners and other farm experiences they offer.
And now they are even movie stars, thanks to A Farmer’s Road, a new documentary about Prairie Fruits Farm & Creamery conceived by director John Murray. We offer no spoilers in this article, because FamilyFarmed is showing A Farmer’s Road at its Good Food Festival at Chicago’s UIC Forum on Saturday, March 26, and we want you to come see the film. (Admission is included in your ticket to the Festival, which can be purchased online by clicking here.)
Broadly, the film follows three years in the farming lives of Cooperband and Jarrell, both holders of doctorates in soil science. They gave up the security of academic tenure at the University of Wisconsin-Madison and University of Illinois-Champaign-Urbana for the risks and rewards of running a goat farm and creamery on the outskirts of the latter college town. The film underscores their approach to lead by example, employing sustainable and humane practices on their farm and promoting the Slow Food movement.
Murray said his interest in documenting Prairie Farms’ work was piqued when his sister-in-law, a resident of the Champaign-Urbana area, invited him and his wife for a “dinner on the farm.”
“I was told the evening would be long and enjoyable with multiple courses of delicious small plates made from ingredients sourced locally, many of them from the farm itself, and all in the spirit of the Slow Food movement,” Murray said. “What I experienced, though, was much more than that.”
Murray noted, “As I saw it, the farm had value, and not just to its custodians, but to the community and what it represented. In many regrettable ways, American food has become bigger than the table it sits on. Too much of it is mass-produced, chemically structured, flush with preservatives and devoid of nutritional value.”
He continued, “I envisioned A Farmer’s Roadto use the successes and challenges of the farm to look at the relationship between production and consumption, and to find a better way to better food.”
Along with Jarrell and Cooperband, the movie spotlights Alisa DeMarco, former Executive Chef at Prairie Fruits Farm & Creamery, who conceived and produced the popular series of farm dinners held every two weeks each May to December, and three leading Good Food advocates in the Chicago chef community:
• Paul Virant, who, like Bayless, helped establish the “farm to table” restaurant movement in the Chicago area, with Vie restaurant in suburban Western Springs. He subsequently opened Perennial Virant in the Lincoln Park community, which happens to be right across Clark Street from the outdoor summer home of the Green City Market where Prairie Fruits sells its products.
As a result of the time challenges Jarrell and Cooperband faced in running the farm and business, and the fact that Murray was doing the documentary as a side project, it took five years for A Farmer’s Road to be completed. It is now in circulation, and the Good Food Festival is pleased to host a screening.
A Farmer’s Road has been very well-received, and has been selected for presentation at several film festivals around the country and at a host of screenings around Illinois. The film played before a packed house in the Chicago suburb of Oak Park on March 6 (as part of the One Earth Film Festival) with a post-showing discussion moderated by Jim Slama, president and founder of FamilyFarmed.
If you cannot make it to the showing at the Good Food Festival, you may order home, education or screening editions of the DVD on the movie’s website by clicking here.
I’m so thrilled to have A Farmer’s Road screen at the One Earth Film Festival in Oak Park, IL, which runs March 4-6, 2016. This is such an important community run organization doing amazing work for environment and sustainability initiatives. Please take some time to have a look at their site and consider attending the film festival to learn how you can get involved and make a difference. More information here. Hope to see you there!
I’ve just received word that A Farmer’s Road has been accepted at the 1st annual International Film Festival North Hollywood, which runs April 28 – May 01. This is the first notification from any festival out west. I’m excited to announce IFFNH will be the West Coast Premiere. To all California friends of AFR, please consider supporting this great start-up festival in North Hollywood. Check out their site here.
Excited to announce A Farmer’s Road is an Official Selection at the terrific and nationally recognized Beloit International Film Festival, which runs Feb 19-28, 2016. Please consider attending during the first weekend when you can cast a vote for AFR as an Audience Choice Award. Hope to see you there!
It’s an honor to be the recipient of a Spotlight Documentary Film Award for 2015. The SDFA jury considered thousands of submitted films and selected the best 250 documentaries of 2015 in three tiers – Platinum, Gold and Silver. A Farmer’s Road received a Silver Award given to “unforgettable films with the third highest scores from our panel.”
CHAMPAIGN — The title of a new documentary — “A Farmer’s Road,” about Prairie Fruits Farm & Creamery — might lead some to think it focuses on the controversial Olympian Road extension, which was to have passed close by the farmstead.
But the 74-minute documentary, to be screened Sunday at the Art Theater Co-op, features just an 8-minute segment on Olympian, with interviews of the farm neighbors, Urbana Mayor Laurel Prussing and Leslie Cooperband and Wes Jarrell, owners of Prairie Fruits, the first cheese farmstead in Illinois.
Instead, according to director John Murray’s synopsis:
“‘A Farmer’s Road’ tells the story of how two Ph.D. soil scientists (Jarrell and Cooperband) traded the security of academic tenure for the relentless challenges and economic uncertainty of operating a Grade A goat dairy and farmstead creamery in central Illinois.
“Surrounded by commodity-based agribusiness, they strive to embody the core principles of sustainability, showcasing artisan goat-milk products during slow-food dinners on the farm. Their mission to educate the public about locally sourced small-farm diversity is literally changing the American food system one meal at a time.”
Murray decided to make the documentary after he and his wife had one of Prairie Fruits’ popular farm dinners, in 2010.
“I was told the evening would be long and enjoyable with multiple courses of delicious small plates made from ingredients sourced locally, many of them from the farm itself, and all in the spirit of the slow food movement,” Murray said. “What I experienced, though, was much more than that.”
The four hours he and his wife spent at the dinner led Murray to do something he hadn’t done before — produce and direct a documentary. He spent five years shooting and then putting together “A Farmer’s Road.”
Murray had previously had experience with filmmaking — as a sound designer for 32 years and a media-arts educator for 25.
In the documentary, he covers all four seasons at the farm, opening with a scene of goats being birthed. He tells of how Cooperband and Jarrell sought to diversify by planting 350 fruit trees and 600 berry bushes.
The documentary includes scenes of Jarrell, Cooperband and employees selling their products at the Market at the Square farmers’ market in Urbana; interviews of other artisan farmers at the market; interviews with celebrity chef Rick Bayless, who serves Prairie Fruits cheese at his Chicago restaurants; and scenes of the farm dinners, with one diner calling the food the best in Champaign County.
One scene shows Jarrell and Cooperband at their dinner table, chatting with U.S. Sen. Dick Durbin about agricultural subsidies. Like other artisan farms, Prairie Fruits, which produces 18,000 pounds of cheese a year, receives no agricultural subsidies.
If you go
What: Screening of “A Farmer’s Road,” a new documentary about Wes Jarrell and Leslie Cooperband and their Prairie Fruits Farm & Creamery in rural Champaign, the first cheese farmstead in Illinois. Directed by John Murray.
When: 2:30 p.m. Sunday, with a reception at 2
Where: Art Theater Co-op, 126 W. Church St., Champaign