Holy Cows & Hog Heaven. Even before this book was available to us we were getting orders for it! Holy Cows & Hog Heaven is Joel's latest book. It is thinner than his other books and a lot less expensive but it's style is "vintage Joel". As Joel himself puts it: this book "has one overriding objective: encourage every food buyer to embrace the notion that menus are a conscious decision, creating the next generation's world one bite at a time". While this book is primarily aimed at consumers, producers (especially those direct marketing or considering it) will want to read it to so they know what consumers are hearing and looking for. Joel says that clean-food farmers and their patrons need a teamwork relationship for the system to work. This book will help you educate your consumers and create a food system that enhances nature's ecology for future generations. If YOU are a consumer YOU really need to read this book yourself. This is a 134 page paperback with a colorful whimsical cover. We offer free shipping on all orders over $19.94. Orders under $19.95 will have a $2.50 handling fee added. To order by phone call toll-free: 866-596-9982