This documentary explores how eating has become a lifestyle choice, and what the consequences of the current interest in so-called “superfoods” may be. Instagram is full of colorful images of berries, seeds and vegetables, often accompanied by all kinds of promises related to health and wellbeing. The film uses three examples to show how demand for certain products can affect local and international markets: In Japan, the matcha boom has led to rising prices and a potential scarcity of the tea leaves used to produce the powder. In Israel, avocado farming is big business – although the plants require substantial amounts of water. In Iceland, ever-increasing salmon farms are causing conflicts between international corporations, local populations and wild salmon fishers who warn of possible damage to the environment.