Tomorrow we will present the results from the ethnographic project about ecology and sustainability at Skånes Livsmedelsakademi. After spending a lot of time together with consumers in their homes and when they buy food we can state that the word “ecology” is more blurring than ever for them. Instead consumers find other concepts that is more concrete and easier to believe in, for example locally produced. This time we try a new way to present our ethnographic findings. Many people don’t have the time to read reports nowadays… so we have produced a “film” to satisfy even those with time constraints… together with the photographer Jörgen Hildebrandt.