GARY HIRSHBERG: We were very
committed to not only proving
that there was a place
in the market for truly
preventative health products,
in other words, food that should
not only be bad for your
health but actually enhance
your health because
that's, in the end,
the cheapest form of health
care there is, right,
not getting sick.
We were also committed
to doing this
in a way that was at
least carbon neutral
or certainly proving
that it could
be profitable to be
reversing our commerce's
adverse impacts on climate.
The problem is is
that in those days
and even today to some extent,
carbon footprint metrics
is a very subjective science.
If you're really honest
about it, in my case,
it would depend on what
the cows ate that day.
And you couldn't come up
with a standard metric
that would average that
out and still be honest.
And what we came to realize was,
and now I'm in the CPG world,
right, I'm not just educating
students or consumers,
but I'm actually
selling to consumers.
And what our bet was that the
consumer who could associate
a brand with a cause
that they cared about
would be a more loyal consumer.
And just to say a word about
that, the holy grail of CPG
is loyalty.
