James Reid

You wanted to set it up like that?

mission drift yeah yeah that's very interesting and and so you've sort of recently i understand you've stepped back from being the ceo of ubi and you're now the chair yes and you've started a new initiative yes um which is called the decent alliance correct what is the decent alliance and why are you doing that okay so the decent alliance is a decentralized food alliance right and

And what's the advantage of doing that, having it all on one step?

Right.

DecentAlliance.com.

And who are you looking to contact you at the moment?

Are you looking for farmers?

So is this an attempt to get the scale that will bring you the awareness you need?

Exactly.

right yeah right so this is still quite early days it's it's still early days it's only three months old but we're already we're already it's moving quickly so p you know this new decent yes uh platform which aggregates these other ubi and others yeah um and gives it scale i mean is this something that's hard to build i mean it sounds technically quite potentially complex

It's reading all the food labels.

Marketing is dead.

That's a very bold step.

But if Hyundai have produced an amazing new model car, how am I going to find out about it if they don't tell us?

Yeah.

There's a huge amount going on in this space.

Yep.

Do you feel optimistic or do you think that these great industrial process food producers are going to win?

I mean, it feels a bit David V. Goliath.

Oh, totally.