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The general public, when they hear greenhouse gas emissions and climate change, their eyes glaze over, it feels so big and detached from their lives. They're very disempowered to do something about it. And I think it's been a big barrier to more aggressive action. But food is one of those ways to tell this story in a way people can really relate to -- and, ultimately, in a way people can incorporate, and become an actor in the solution over time.