Food is not simply nutritional cocaine that I'm injecting in my body. It is about a relationship I have with myself, how I see myself, what I want from myself.

What is clear is that consumers know a calorie isn't a calorie. There are good fats and bad fats and good proteins and bad ones.

People really do want simpler, cleaner food, but this isn't about marketing, it's about delivering.

Unless we take care of the society we live in, there won't be any society left to support our businesses. We have to give as much as we extract.

Food is not simply nutritional cocaine that I'm injecting in my body. It is about a relationship I have with myself, how I see myself, what I want from myself.

Delivery is about being more efficient, it's about numbers, and it's about extracting costs.

I often think of myself as the discoverer-in-chief.