Every problem seeks a solution.
That journey is a story.

The Lexicon is US-based NGO that uses evidence-based storytelling, strategy, and mobilization to build movements tackling our food system’s greatest challenges.

Stories can inspire.

Words are the building blocks for new ideas. Increasing our literacy and fluency can help us embrace and share new concepts, shift our perspectives, and change the way we think.

It’s a process, one that can help everyone pay closer attention to how they eat, what they buy, and where their responsibility begins for creating a healthier, safer food system.

Stories can mobilize.

The Lexicon treats challenges as stories. The beginning is the problem, the middle is the series of actions taken to confront the problem, and the end is the solution.

Every story has a cast of characters, each with a clearly defined purpose. The Lexicon “casts” domain experts from across the value chain as the principle characters in this story, one where innovative thinking and problem-solving are required to find a solution.

Stories can activate.

The power of stories can turn a solitary journey into a shared experience, a shared perspective, and a shared vision of the world we all want to see.

The Lexicon uses story-based design thinking to help organizations and companies see themselves as protagonists in a narrative that begins with a problem and ends with a solution they’ve helped create.

Douglas is an award-winning information architect, filmmaker, photographer and writer.

He directed the KNOW YOUR FOOD series for PBS and GROWING ORGANIC for USDA, MOLOTOV ALVA for HBO, and has authored two books, SLOW: Life in a Tuscan Town, and LOCAL: The New Face of Food & Farming in America.

He is also one of Crop Trust’s Food Forever champions and a visiting professor in the Masters Program at Slow Food’s University of Gastronomic Sciences in Pollenzo, Italy.
Laura is a producer, farmer, entrepreneur and executive director of the Lexicon. She pioneered the art of multi-layered narrative approaches to film and video during her life as a commercials producer in Hollywood, then later moved to Northern California and founded the first goat milk ice company in the United States, LALOO’S.
Pier Giorgio is The Lexicon’s Senior Digital Producer. Based near Bristol, England, his projects include short films for PBS, USDA, Warner Brothers, and Napster, as well as a feature-length documentary for HBO. He also produces short films for Sustainable Food Trust and GrowEatGather, which showcases British farmers and their role in producing sustainable food.
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We are storytellers.

The Lexicon was founded by social entrepreneurs Douglas Gayeton and Laura Howard-Gayeton in 2009. Their work identifies and accelerates the adoption of practices that build more resilient food systems and help combat climate change.

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