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.

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

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.

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.

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.

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.