I think the more prominent the actual product in its raw nature is to its final consumer, the more sympathy and likelihood they'll consume it they'll have. Some friends of mine are trying to do these rooftop farms in Brooklyn, and I love that idea. As long as they're using clean water and real soil and creating delicious things by the sun, then brilliant.
Mario BataliJimmy Fallon and I play regularly at the Bayonne Golf Club in Jersey. He's eighteen holes of fun. Any time we play he has moments of brilliance, but also moments of utter catastrophe.
Mario Batali