Sam Kass

And the CMO is like, I can't sell that.

The mass market's not buying that.

Right.

There's a premium.

There's a cost to this transition.

And one thing we haven't figured out is who's going to pay for it.

And consumers have to start sending a very strong signal to these big companies, especially, that I'm going to choose products that are at least claiming to try to do a better job with the environment.

So with the right practices and some tools, food and agriculture can be sequestering megatons and gigatons of carbon, like really bend the global emissions curve.

So you start doing practices like cover cropping and no tilling, so you're not turning up the soil and you're helping to build the ecological health around, that ecosystem, those microbes in the soil will start pulling down carbon through the plants and storing it in the soil.

One company I'm very excited about has fungi microbes, like little fungi,

that you coat seeds with.

And they're pulling down like three tons of carbon per acre per year and storing that carbon more permanently in the soil.

So shifting our practices with a different mindset and starting to incentivize and pay farmers to solve some of these big problems is the answer.

The problem right now is like we're asking farmers to make all these changes and take on all the risk in those changes and with no real short-term economic benefit to them.

This is the one place in our daily lives that we can collectively have a really big impact.

And how we eat gives us a shot every single day to try to do a better job.

And it doesn't have to be some big overhaul.

Little by little, it can have a big impact.

Not to be stressed about it, not to get all worked up about it.

And if you have a steak every once in a while, I have a steak every once in a while.