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 BataliI think any way of getting people into the field by lowering the threshold of the cost to get them to play, is great. That said, there's all these restaurants around that are very popular that have one menu. And they don't even have tables, and they don't even have backs on their chairs. It's not really the experience I'm after, but I'm happy they exist.
Mario BataliTwelve-piece cookware sets for ninety-nine bucks are routinely hawked on late-night TV - often by friends of mine. But with a mere five pieces, you can do whatever you like - slay the dragon and then cook its tenderloin in the style of the duke of Wellington, if you want to.
Mario Batali