Shifting the current food system toward a more sustainable and equitable model requires an alternative imaginary. Agroecology represents such an approach, but despite the construct’s promise, policy and academic communities alike continue to maintain the current system. We contend that shifting away from the existing, dominant food system requires researchers to engage stakeholders with discourses that give meaning to an agroecological imaginary. This study provides a methodological case study for how interested analysts may build agroecological traction through critical praxis.