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…“And it manifests in very simple formats.

It manifests between the value of a can of Cola and a sustainable apple.

A sustainable apple makes you healthier, makes the soil healthier if it’s grown well, actually is fundamentally regenerative to your outcomes – your health and wellbeing and everything else.

A can of Cola, frankly is extractive, it makes you addicted to sugar, it’s not good for your health, it’s not good for the environment. Yet we price both those virtually the same…