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Both are needed for any sort of "movement". You need massive amounts of funds and smart PR to enact major changes in any culture these days. None of the movements Dan Barber mentioned were born with elites. However elites must support the idea and then act as major catalysts before movements can grasp the attention of those uninterested or unable to participate. First Lady Obama's focus on the "food issue" is as important of an endorsement as any, but the idea of buying local did not start recently with elites. We are not shifting consciousness into a new domain, we are merely returning to the actions and philosophies we had before interstate and global transportation changed the food game. We are learning from and correcting our own errors.