Vidacycle

I think we were definitely calling it more sustainable or, I mean, agroecological, but regen kind of came later.

I made friends with Abby Rose, who started VidaCycle and SoilMentor, mainly through getting At the Food Assembly, they weren't doing so well in the UK.

It was a French company.

And they made everyone redundant apart from me a year into my job there.

I think that's exactly it.

And I think, again, this sort of came up in the talk at Groundswell is this, and it loops back as well.

So when I worked with Abby at Soil Mentor and VidaCycle, we adopted...

And so Abby and Inti and the team that we had there, they were called the feminine business principles, but we altered them and called them regenerative business principles.