that's why the ciw is asking publix to pay more. doing this would cost them 1 million out of their 2 billion in annual profits. if publix chose to pass on these costs, a family of four would only need to pay an extra 44 cents per year for tomatoes. >> it should be noted that many major companies have joined the fair food program that the coalition created. one where they pay more for the tomatoes but the effort is far from finished. the film on this was co-produced by eva longoria. i got a chance to sit down with her yesterday. i want to start out with how you came to know about the conditions under which our tomatoes are picked, our food is harvested. how did you as just a person living in the world and eating come to know about this? >> well, i was really lucky to meet delores huerta early in my life, 15, 16 years ago. i met her and had a wonderful conversation about all of the gains that happened in the '60s with the civil rights movement and how everything has been dismantled. everything cesar chavez gained in california was all

publix in the documentary is one that will not come to the table and will not talk to the c.i.w. the fair food program. >> stephen: well, maybe it's because you guys scare people with your tactics. >> right. >> stephen: i'll show you an example. jim, can you put up the poster? that is socialist propaganda. that might as well be mao picking the tomatoes. this doesn't seem like workers of the world unite to you? >> no, it doesn't. >> stephen: it doesn't? this is an interesting photo. i don't know if you see the bucket. it's overfilled. the c.i.w. stopped that as well because they'll make the workers snowcone the buckets, so they're actually picking almost a bucket and a third and not getting paid for it. so we've stopped that as well and, you know, this is how they carry. they carry about 40,000 pounds a day on their backs, and they're not asking for workers -- farm workers are not asking for a crazy amount of pay, they're asking to be paid for the work they're doing. >> stephen: my other issue is you're asking me to think about where my food comes from. >> yeah. >> stephen: and i

that includes farmers and his two bidders, but that is dominated by fast food, super .arkets like publixthe power is in their gross revenue. they earn more than goldman sachs, microsoft, and apple. >> when you talk about grocery chains, it is very easy for them to bully the small farmers. they know they are being villain i've, but their hands are tied. >> it is a difficult -- villa night, but their hands are tied. >> is a very difficult world for most farmers. thisrtainly, there is nostalgic vision of small family farms where there was control over all you paid and how much they got paid. i think there is a sense now that everybody is deeply interdependent on the entire supply chain. >> agriculture is doing great as long as you're not a farmer. there has become such a disconnect over the last 30 years between the ultimate point-of-sale, and the actual production. >> another exit -- excerpt from ," openingfood chains around the country. gerardo reyes-chavez, what do change with this film? >> the beauty of this film, it is an ongoing story, a film that as we talkbuild on about a pair the c

i think there is a lot more room for whole foods and you can take the rumor of a publix deal. i can just end this whole contest if whole foods will perform for me. it will be just lights out. >> you may get your chance. it hasn't been performing. >> has not been performing. >> now it is today 11 perfect. stick with it. >> zwr stick with it. whole foods is opening a new store today. they are opening their first brewery in the store. >> you got a hidden camera down there? >> i got a video right here. he does. on his 6 plus. >> that's a store they expect a lot from and it is a concept with the brewery in the store think they can they can help a lot. but that is not going to help me catch these guys and gals. i need more a technical move than a fundamental move. they put up the quarter i needed so you are seeing the big move in the stock. but i need it to move back towards 50. and if they are going to roll back down. and i'm using 43 as a key level. for the playbook i'm out of the stock at that point. long-term i still own the stock. and i think the stock will be back in the 50s.

they have gone after publix. it's the big behemoth in florida. to this issue. the workers in florida some of the lowest workers have taken publix on. they're trying to convince firms like them, companies like winn-dixie to pay their workers better. >> this is exactly how it should happen. >> it's not a lot of political power. >> eva longeria. i love it. "food chains" hits theaters nationwide november 21st. you can catch it this afternoon on the reid report at 2:00 right here on msnbc. it's great to have you on. >> thank you. still ahead, mastering the money game, author tony robbins explains the key to financial freedom. next on ""morning joe."" you need a permit... to be this awesome. and you...rent from national. because only national lets you choose any car in the aisle..." and go. you can even take a full-size or above, and still pay the mid-size price. (aaron) purrrfect. (vo) meee-ow, business pro. meee-ow. go national. go like a pro. let me get tyes?straight... lactaid® is 100% real milk? right. real milk. but it won't cause me discomfort.

he showed up for his job on sunday as a cashier at the publix as scheduled onÑi sunday afternoon. get paid. >> fantastic. >> good for him. good ethic. >> that's a quick look at sports. >>> coming up, according to one democrat, the gop lead in iowa has nothing to do with policies. >> joni ernst, she is really attractive. and she's nice. >> she's nice, she's attractive. nothing to do with her policies. she's here to respond to that next. >>> it's the video demanded by kids everywhere. and this morning we have it. the puppies you can take home as they shake it off straight ahead. >>> first the question of the day comes from our team of scientists. born on this date in 1987, this 49er set the record for most rushing yards by a quarterback in a single game. who is he? be first with the correct answer.Ñi ♪ ♪ goodnight. goodnight. for those kept awake by pain the night is anything but good. introducing new aleve pm. the first one with a safe sleep aid. plus the 12 hour strength of aleve for pain relief that can last until the am. now you can have a good night and a... good morning! new a