If you were advising the CEO of a major food company and could reallocate 10% of their R&D and innovation budget tomorrow, where would you move that investment, and what would you stop funding?

I think I would fund, um...

I think I'd work harder trying to find the connections between flavor, nutrition, and sustainability.

I don't have to go over all the problems in the world environmentally.

You know, that, that's kind of a given.

However, I think my biggest critique of kind of how we market sustainable food is assuming people will hear a statistic and then change their behavior.

I know as scientists and rational people we all want that to happen.

So what's the bigger second order effect that food leaders should be paying attention to?