"It plays on our psychology, " says Michael Pollan, author of The Omnivore's Dilemma.

FORBES: Magazine Article

" It's advice reminiscent of Michael Pollan's maxim, which I've found to be the simplest and most straightforward: "Eat food.

WSJ: Book Review: Salt Sugar Fat | Pandora's Lunchbox

Inspired by Michael Pollan and Clay Shirky, the project started with an open source prototype farm that was shared online.

FORBES: Windowfarms R&D-I-Y: Lessons for Crowdsourcing Innovation & Incentivizing Engagement

Author, activist and agriculture expert Michael Pollan has been stumping for an open source movement for GE crops for the better portion of a decade.

FORBES: Open Sourcing Food Security

The romantic model being promoted by Time and agri-intellectuals like Michael Pollan hearkens back to European and Tolstoyan notions of small family farms run by generations of happy peasants.

FORBES: America's Agricultural Angst

Celebrity chef Mario Batali seemed undecided, but included Jobs on his short list, along with food writer Michael Pollan and the banking industry (about which, more later).

FORBES: Steve Jobs May Be Time's First Dead Person of the Year

Buckner purposely launched Relay in the locavore capital of the world: Charlottesville, Virginia, where the philosopher king and queen of the movement, Michael Pollan and Barbara Kingsolver, have devoted much time.

FORBES: An Online Grocer For Web 2.0. Just Don't Call It Webvan 2.0.

This artisanal revival has been particularly pronounced among foodies, thanks in part to the writer Michael Pollan, who helped popularize an American variant of the Italian culinary-agrarian movement known as Slow Food.

NEWYORKER: Out of the Office

It was all very entry-level, very Michael Pollan.

FORBES: In Montauk, Escaping to Shape Up

Constant reminders that a juicy quarter-pounder was once a wobbly-legged, big-eyed calf may put some people "in the mood to have a steak, " said Michael Pollan, who has written several books critical of modern beef production.

WSJ: Beef Industry Carves a Course