3The Sustainable Food Lab: From Farm to Fork
How and what we eat determines to a great extent the use we make of this world—and what is to become of it.
— Michael Pollen, The Omnivore’s Dilemma: A Natural History of Four Meals
One sign of genuine strategic intent is doing things because we personally think it’s a good idea, as opposed to doing something because we are told to. At Generon I found genuine strategic intent in abundance. Behind a relatively conservative front, I found myself part of a tiny group that had taken upon itself a mission to address “ten global problems in ten years.” No one had asked us to undertake this mission and we had no authority from anyone to take it on.1
The means of undertaking this mission was called the change ...
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