The book “Mithologies”,written by Roland Barthes, opens with a chapter on wrestling. It introduces this sport by giving a definition, which is to offer the grandiloquent truth of gestures. Wrestling is not about timing, physical ability and reaching an outcome, as for any other sports. On the contrary, wrestling is a form of spectacle; a staged-managed sport. It is a gradual increase of passion and excessive movements. As soon as the adversaries are in the ring, the spectators, “are overwhelmed with the obviousness of the roles”. One player will exerts his power over the other contestant, fulfilling the role he has been assigned for. Wrestling is a sport without a winner. It is a sum of concepts, going from exertion of power, fairness, justice. It is an activity in which the signifier does not correspond to its signified. Industrially produced food may be compared to the activity of wrestling. Presented as primary font of nourishment, industrially made food offers, indeed, proteins, carbohydrates, minerals and so forth. As for the case of wrestling, it is filled with other connotations. Displayed nicely in supermarkets, ready to be bought and eaten, it tells us “I last longer, I have got enhanced taste and I am made with many ingredients”. Any industrially made food represent an adversary of the the food produced sustainably. Locally produced food (from vegetables and fruits, to cheeses and so forth) responds to the concept of sustainability. Made by small farmers, or even by single family, locally made food has a fairly low, if non existent, carbon footprint. It is less dependent on fertilizers and pesticides, it requires less water and energy and it is not responsible for biodiversity loss or soil degradation. Feeding 7 billion of people (2011 data) is certainly a target which can be met by an industrial production system, which implements a modus operandi which would guarantee a constant growth. But, when industrial food production is related to operational systems such as constant improvement of profitability, over-expanding market and competitiveness, food industry transforms itself into something which crosses the frontier or the world of wrestling.