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.

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.

Large corporate entities are more untrusted than trusted. And they've earned that by the way they've done things.

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

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.

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