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

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

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.

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.

Behind discovery is delivery.

People have been oversold, over-branded, overhyped, over-promised. And they basically trust a small local operator more than they trust the big corporate entity.

If you can do something to get somebody excited - not everybody - but if you can be the best for somebody, then you can win.