I would suggest that gluten tends to be tied to carbs. And I try to balance my carbs and my proteins and my fats.
People really do want simpler, cleaner food, but this isn't about marketing, it's about delivering.
I often think of myself as the discoverer-in-chief.
Delivery is about being more efficient, it's about numbers, and it's about extracting costs.
If you can do something to get somebody excited - not everybody - but if you can be the best for somebody, then you can win.
People have been oversold, over-branded, overhyped, over-promised. And they basically trust a small local operator more than they trust the big corporate entity.
What is clear is that consumers know a calorie isn't a calorie. There are good fats and bad fats and good proteins and bad ones.
Unless we take care of the society we live in, there won't be any society left to support our businesses. We have to give as much as we extract.
When companies start out, they figure out a better way to do something, and they're very relevant.
Behind discovery is delivery.
Food is not simply nutritional cocaine that I'm injecting in my body. It is about a relationship I have with myself, how I see myself, what I want from myself.
Large corporate entities are more untrusted than trusted. And they've earned that by the way they've done things.