Sam Kass

By 2040, that number will be 60%.

So you're going to see massive collapses season over season in different parts of the world of full crops that just fail.

And remember, the population is going to continue to grow.

So it's not just sort of the current 7 billion.

All the models show we'll get to be about 10 billion people by mid-century.

So we have to feed a lot more people in a much more challenging climate as the yields are declining.

It is a pretty serious situation.

We as consumers have to start choosing foods that are produced in a more climate-friendly and environmental-friendly way.

And however we can do that by supporting companies that are making any kind of claim, even if it's not true, we have to start moving the market so that all companies know that if they want to grow and they want to hold on to their consumer base, they have to start taking the environment into account.

Meaning that right now, there's work to do to hold these companies accountable.

Because there's plenty of companies who are saying these things, and it's just nonsense.

Like, it's not real.

Greenwashing.

It's greenwashing.

There's some companies that are really trying to figure it out.

So there's a bunch of nascent emerging brands that are doing a great job and trying to prove like it's possible.

But the big companies right now, people aren't buying climate friendly.

It's not a driver of sales.

So right now for them, they look at their math.

They're like, I need to invest how much money in changing my whole supply chain?