How do they depend on consumers and education? I mean, yes, they depend on that, but to what extent? To what extent it has to be a broader systemic change where you have, you know, you need to have government involved, you need to have the private sector involved?

Yeah, well...

You know, none of this, if it was easy, we'd have all done it.

But we cannot not do it because the alternative is doing what we're now doing, which is moving faster and faster towards a catastrophe because the food system can't sustain us in the way it is and not destroy the planet because that's the other price that we're paying.

is that we're actually causing...

If you take these...

The question is always, they're too expensive.

So What do you think about these guidelines? What do you think about the report?