The show develops new menus using local specialties and sells food at meeting places with lots of transient visitors, such as rest areas, airports, and railway stations. Baek Jong Won, Yang Se Hyeong, Kim Hee Chul, and Kim Dong Jun, also known as the Farmvengers, and the main cast. The goal is not just to develop and sell food, but to promote consumption and improve the perception of local specialties. It is to give hope to peasants and inform the power of home products to people. Enjoy the look into local food while serious supply and demand issues are brought to the attention of the viewers and the visitors to the rest stops.