The artist (and LaLoo's ice cream founder) writes:
We are the first generation to go from living in a world of infinite resources to one where everything has become disturbingly finite. As a result, people are creating a new vocabulary, a lexicon reflecting new cultural and economic realities, a greater concern for the environment, a renewed sense of responsibility, and lastly a deeper commitment to lessen our impact on the wold around us.
In his online slideshow and eventual book, Gayeton defines and celebrates this new vocabulary. Through a wonderful interplay of photographs and text, terms like "pasture raised" and "grass fed" are introduced not as labels on a package at the grocery store but as real people, animals, and land. Check it out, and even contribute terms and stories that you think should be included: