Edible Education 101: Entrepreneurship; Food; and Technology with Megan Mokri Video Lecture | Edible Education: Understand Food & its production - Personal Skills

- GOOD EVENING.
GOOD EVENING.
CAN YOU HEAR ME?
CAN YOU HEAR ME?
- OUR TOPIC IS FOOD,
ENTREPRENEURSHIP AND TECHNOLOGY.
WE HAVE ENTREPRENEURS TALKING
ABOUT A VARIETY OF AREAS.
I THOUGHT I WOULD GIVE YOU A
LITTLE BIT OF CONTEXT ABOUT
WHAT'S HAPPENING IN THE STATES
AND YOU WILL BE HAPPY TO KNOW
THAT HALF OF OUR SPEAKERS
TONIGHT ARE BERKELEY ALUMS.
THANK YOU.
OH, THE ON-OFF SWITCH.
THE OLD ON-OFF SWITCH.
A COUPLE OF THINGS, REMEMBER
THIS IS A TECHNOLOGY FREE ZONE,
ALSO WE ARE GOING TO TAKE
ATTENDANCE TONIGHT TWICE JUST SO
YOU KNOW ONCE IN THE BEGINNING,
ONCE TOWARD THE END.
IF FOR SOME UNFORESEEN REASON
YOU HAVE TO LEAVE THE ROOM,
PLEASE DO IT BY THE BACK DOOR,
NOT THE FRONT DOOR SO YOU DON'T
DISTRACT.
THANK YOU VERY MUCH FOR THOSE OF
YOU THAT PARTICIPATED IN THE MID
COURSE FEEDBACK IT WAS VERY
VALUABLE.
WE REVIEWED IT WITH THE TEAM.
THE BIGGEST SINGLE COMMENT WAS A
POSITIVE AND A REQUEST, AND THAT
WAS THAT WE DO MORE Q AND A AND
WE WILL DEFINITELY TRY TO DO
THAT.
ONE OF THE CHALLENGES IS BECAUSE
WE LIVE STREAM AND VIDEOTAPE
THIS AND WE HAVEN'T HAD A
MICROPHONE OUT IN THE AUDIENCE,
IT HAS BEEN DIFFICULT TO PULL
THAT OFF TECHNICALLY.
WE ARE GOING TO TRY TO GET
BETTER AT THAT AND HAVE A PLACE
WHERE IF YOU HAVE A LIVE
QUESTION YOU WANT TO ASK YOU CAN
COME TO THE AISLE AND DO IT IN A
WAY WHERE IT WILL BE RECORDED
AND BE PART OF THE BROADCAST.
WE HAVE BEEN GETTING QUITE A FEW
PEOPLE INVOLVED IN THAT.
DO YOU HAVE A QUESTION?
YEAH, THE RECORDINGS RIGHT NOW
ARE POSTED ON YOUTUBE, AND THEY
ARE ACCESSED THROUGH THE EDIBLE
EDUCATION PROJECT, THE EDIBLE
SCHOOLYARD PROJECT.
IT IS NOT AS EASY AS I WOULD
LIKE BECAUSE THEY ARE PART OF A
WHOLE REPOSITORY CLASSES OF FIVE
YEARS WORTH OF THIS COURSE.
WE WILL TRY TO TAG THEM A LITTLE
BIT TO MAKE IT EASIER.
I THINK RYAN IS GOING TO BE ABLE
TO PUT THEM ON OUR FACEBOOK
PAGE.
JUST AS A REMINDER WE HAVE AN
EDIBLE EDUCATION AT UC BERKELEY
FACEBOOK PAGE.
WE WILL BE SURE TO LINK THE
VIDEOS FROM THE CLASSES THERE AS
WE CAN.
OKAY?
THEY ARE ALSO ON THE EDIBLE
SCHOOLYARD FACEBOOK.
THERE WAS A COUPLE OF OTHER
SUGGESTIONS, FLEE PEOPLE --
THREE PEOPLE WANTED MORE FOOD.
ONE PERSON INSISTED I THROW
T-SHIRTS UP INTO THE AUDIENCE AT
LEAST ONCE.
OH, THREE PEOPLE SAID, WHERE IS
MICHAEL POLLAN.
THANK YOU VERY MUCH.
HE'S HERE NEXT WEEK.
ANYWAY FOR THE MOST PART THEY
WERE QUITE HELPFUL AND THANK YOU
FOR THAT.
HERE'S YOUR FIRST ICLICKER
QUESTION OF THE EVENING IF YOU
ARE READY.
OKAY EVERYBODY.
SHMILK IS A NEW NONDAIRY DRINK,
A OR B, SOYLENT'S REAL PRODUCT
OR C, THE OPPOSITE OF REAL FOOD?
I LOVE THIS HOW YOU ALWAYS
CHANGE YOUR ANSWERS.
C IS THE CORRECT ANSWER.
FOR THOSE OF YOU WHO DID THE
READING YOU WILL KNOW THIS IS A
REFERENCE STEVE CASE MADE IN HIS
ARTICLE ABOUT THE FUTURE OF FOOD
IS FOODS NOT SYNTHETICALLY
CONTRIVED INGREDIENTS.
I THOUGHT IT WAS TIMELY WITH OUR
CLASS HERE.
HOW DO WE PREVENT THAT FROM
HAPPENING WHERE EVERYBODY
SWITCHES BACK?
WE CAN'T?
I DON'T KNOW.
SO AGAIN YOUR PAPERS WERE DUE
TONIGHT AT 6:00.
THANK YOU VERY MUCH FOR TURNING
THEM IN.
THANK YOU FOR THOSE OF YOU WHO
CONTACTED ONE OF THE TEACHING
TEAM MEMBERS FOR SOME INPUT.
WE ARE REALLY LOOKING FORWARD TO
READING YOUR PAPERS OVER THE
NEXT COUPLE OF WEEKS.
JUST SO YOU CAN PLAN AHEAD FOR
THE BUSY SEMESTER TIME THE NEXT
PAPER WILL BE DUE ON APRIL 26TH
WHICH IS ALSO A WEDNESDAY AT
6:00 P.M.
IF YOU WANT TO MAKE A
NOTE OF THAT.
I BELIEVE IT ALSO SAYS THAT IN
THE SYLLABUS.
WE WILL POST A SIMILAR RUBRIC.
THIS NEXT QUESTION FOR YOU JUST
TO THINK ABOUT IS GOING TO BE
ABOUT TAKING PERSONAL ACTION AND
PERSONAL RESPONSIBILITY FOR
SOMETHING YOU CARE ABOUT IN THE
FOOD SYSTEM THAT MIGHT -- MIGHT
HAVE BEEN ELIMINATED FOR YOU
DURING THIS CLASS.
THERE WILL BE MORE ON THAT.
TONIGHT IS THE FOOD TECH
INNOVATION SHOWCASE.
WE HAVE SIX AMAZING SPEAKERS IS
VIJAY HERE BY ANY CHANCE?
HE WILL COME FLYING THROUGH THAT
DOOR SHORTLY.
IF NOT WE WILL HAVE FIVE.
I THOUGHT I WOULD GIVE YOU A
LITTLE BACKGROUND OF WHAT IS
ENABLING FOOD TECH ENTREPRENEUR
SHIP AND INNOVATION.
I THINK OF IT AS A PERFECT STORM
OF UBIQUITOUS TECHNOLOGY.
WE HAVE MOBILE EVERY WHERE NOW
GLOBALLY AND 24/7.
WE HAVE SOCIAL CONNECTING
BILLIONS OF PEOPLE AND BECOMING
PART OF OUR DAILY ROUTINE
HABITAT AND ATTENTION.
WE HAVE GOT CLOUD COMPUTING
WHERE WE HAVE MASSIVE AMOUNTS OF
DATA BEING AGGREGATED AND
DELIVERED ON DEMAND TO THESE
MOBILE DEVICES.
WE HAVE NOW THE BEGINNING OF
CENTERS SHOWING UP EVERY WHERE.
THIS IS PROBABLY STARTING TO
LEAD THE EDGE WHERE THE CONSUMER
ELECTRONICS SHOW FIVE YEARS AGO
YOU WOULD HAVE SEEN ONE OR TWO
BOOTHS FOCUSED ON KIND OF THE
SMART HOME.
NOW THERE IS VIRTUALLY HALF A
FLOOR DEDICATED TO THAT SECTOR.
SO THE MOORE'S LAW WHERE THE
COMPUTER DOUBLES EACH YEAR IS
HAPPENING REAL TIME IN CLOUD AND
IN THE CENSOR COMMUNITY.
PROBABLY FURTHER OUT, BUT WE ARE
JUST STARTING TO SEE IT IS
AUTOMATION WHERE AUTOMATION IS
AFFORDABLE, ACCESSIBLE,
CONTROLLABLE IN A WAY WHERE WE
ARE STARTING TO SEE IT COME INTO
FOOD.
I SHOWED YOU THAT ROBOT MAKING A
LATTE THE OTHER DAY.
WE HAVE ALSO NOW GOT A NEW
RESTAURANT IN SAN FRANCISCO
CALLED EATSA.
ANYBODY BEEN TO EATSA WHERE THE
ONLY HUMAN BEING IS THERE TO
SHOW THE PEOPLE HOW TO OPERATE A
COMPUTER INTERFACE.
BEHIND THAT MAGIC CURTAIN OF A
WALL ARE ONLY MACHINES AND NO
HUMANS PREPARING THE BOWLS OF
QUEEN -- QUINOA AND FRESH
VEGETABLES.
DIGITAL IS DISRUPTING
TRADITIONAL FOOD RELATIONSHIP AT
THE DIRECT CONSUMER LEVEL.
CONSUMERS ARE BYPASSING
RETAILERS, GOING TO AMAZON
FRESH, BUT NOW IT IS REALLY
AMAZON JUST ANNOUNCED THEIR
FIRST PROTOTYPE RETAIL STORE
CALLED AMAZON GO IN SEATTLE
WHICH WILL BE ABOUT 1800 SQUARE
FEET.
A SMALL FOOTPRINT.
THAT'S DIFFERENT THAN A 30,000
FOOT WHOLE FOODS.
1800 SQUARE FEET WHERE YOU DON'T
EVEN CHECK OUT.
ALL OF THE PRODUCTS YOU BUY ARE
EQUIPPED WITH CENSOR TAGS OF
WHAT IS PICKED UP AND YOU WALK
OUT YOUR BILL.
DIGITAL MEDIA IF VIJAY IS ABLE
TO GET HERE THERE WILL BE VIDEO
ENABLED DISCOVERY WITH NOM.
CONSUMERS DISCOVER SHARE, MAKE
AND SHARE FOOD RECIPES, FOOD
IDEAS AND FOOD PRODUCTS.
THEY SEE THEMSELVES AS CO
CREATORS.
SOPHIE EAGAN TALKED TO US ABOUT
CHEFFING, THIS IDEA THAT
EVERYBODY IS SORT OF IN CONTROL
OF THEIR DESTINY WITH FOOD AND
DIGITAL MEDIA IS ENABLING THAT
QUITE A BIT AS WELL AND THERE'S
DISRUPTIVE FOOD COMPANIES YOU
WILL HEAR FROM SEVERAL TONIGHT,
IMPOSSIBLE FOODS CREATING AN
ALTERNATIVE TO CATTLE RAISED
MEAT AND MORE.
I THOUGHT JUST TO GIVE YOU KIND
OF AN ORIENTATION WHERE IS A LOT
OF INNOVATION HAPPENING?
PROBABLY THE AREA THAT HAS HAD
THE MOST ENTRANCE AND THE MOST
MONEY HAS BEEN IN THIS FOOD
DELIVERY SPACE.
ANYBODY USE A COMPANY LIKE
PLATED, MUNCHERY OR BLUE APRON
LEFT?
ALTERNATIVE PROTEINS OR FOOD
SUBSTITUTES.
THERE'S A LOT OF DIFFERENT
NAMES.
DISCOVERY, DIGITAL MEDIA I
MENTIONED CENSORING AND BIG
DATA.
SENSORS EVERY WHERE, AUTOMATION.
THIS IS AN INTERESTING MAP.
I WILL POST THESE SLIDES SO YOU
CAN TAKE A CLOSER LOOK.
THIS IS SOMETHING BRITA
ROSENHEIM PUTS TOGETHER FOR THE
INVESTMENT SECTOR.
THESE ARE ALL OF THE COMPANIES
IN ALL OF THE SUB SEGMENTS THAT
HAVE COME IN TO FOOD TECH AND
MEDIA IN THE LAST COUPLE OF
YEARS.
IT'S A VERY DENSE AREA.
THE BARRIERS TO ENTRY ARE QUITE
LOW.
THE COMPANIES YOU WILL HEAR FROM
TONIGHT FROM BUILDING BARRIERS
TO ENTRY IN FASCINATING WAYS.
MAYBE THE CEO'S WILL MENTION IN
THEIR PRESENTATION HOW THEY ARE
DOING THAT.
AS YOU CAN SEE THIS HAS BECOME A
VERY ROBUST AREA AND THIS IS A
CHARGE THAT JUST SHOWS FOR THE
LAST FOUR OR FIVE YEARS THE
NUMBER OF DEALS AND THE NUMBER
OF DOLLARS THAT HAVE BEEN
INVESTED.
2015 WAS SORT OF THE ULTIMATE
YEAR.
THIS CHART ENDS IN THE MIDDLE OF
2016.
BUT 2016 FELL SHORT IN
INVESTMENT DOLLARS.
THERE WAS SOMETHING LIKE
$5.6 BILLION INVESTED IN FOOD
AND TECH IN THOSE SIX AREAS THAT
I SHOWED YOU IN 2015.
I DON'T KNOW EXACTLY WHERE 2016
ENDED UP BUT AGAIN IT WAS LOWER.
THE TECH IS STARTING TO TALK
ABOUT THE GREAT FALL OFF.
THE MAJORITY OF THE DOLLARS WENT
INTO THIS FOOD DELIVERY SPACE
WHICH I WILL SHOW YOU MORE.
THIS IS ANOTHER SLIDE THAT I
LIKE THAT KIND OF SHOWS THE
SPECTRUM OF COOKING TO EATING
WHERE DIFFERENT COMPANIES ARE
KIND OF PLAYING AND DEPENDING ON
WHO IS RAISING MONEY YOU WILL
NOTICE DIFFERENT COMPANIES WILL
POSITION THEMSELVES IN THE FOOD
TECH AREA LIKE YELP ENDS UP ON
THIS CHART.
THRIVE MARKET DOWN HERE --
ANYBODY USE THRIVE MARKET?
WHOLE FOODS FOR NONPERISHABLE
PRODUCTS ONLINE.
THEY ARE DOING VERY, VERY WELL.
THEY ARE SCALING REALLY QUICKLY.
BLUE APRON OF COURSE IS SORT OF
THE LEAD HORSE IN THE FOOD
DELIVERY SPACE.
INTERESTING THE FOOD DELIVERY
MARKET HAS THE CREATIVE TENSION
IN TERMS OF LOGISTICS AND
MARGINS, BUT LATEST IS BLUE
APRON IS PUSHING A BILLION
DOLLARS A YEAR IN REVENUES WHICH
IS PRETTY ASTOUNDING FOR A
COMPANY THAT STARTED IN 2012.
THEY HAVE CLEARLY IDENTIFIED A
NEW NICHE FOR PREPARED MEALS OR
READY TO COOK MEALS AT HOME.
THIS IS SORT OF A LOOK AT ALL OF
THE COMPANIES THAT HAVE COME
INTO THE FOOD DELIVERY SPACE IN
THE LAST FIVE, SIX YEARS WITH
GRAPHIC DETAIL OF WHO DIED, WHO
GOT BOUGHT AND WHO IS STILL
GOING.
YOU CAN SEE THERE WAS A REAL
FLOOD OF PEOPLE AND IT SORT OF
CAME AT THAT MOMENT WHERE MOBILE
WAS EVERY WHERE AND PEOPLE WERE
STARTING TO TRANSACT HABITUALLY
ON MOBILE.
THIS IS ANOTHER CHART THAT SHOWS
A NUMBER OF COMPANIES THAT HAVE
BEEN FOUNDED, WHERE THE
DISTRIBUTION OF COMPANIES IS.
THIS IS THE NUMBER OF COMPANIES
FOUNDED, AND IN 2016 WE HAD 254
NEW FOOD TECH COMPANIES.
THIS IS WHERE THEY ARE KIND OF
DISTRIBUTED.
YOU WILL SEE A LOT OF COMPANIES
ARE IN INDIA, CHINA, THE U.S. IS
NUMBER 2 HERE.
SO THIS FOOD DELIVERY IN CHINA
IS JUST OFF THE CHARTS AND INDIA
AS WELL.
THIS IS THE YEAR OVER YEAR
FUNDRAISING.
THIS ONE SAYS KIND OF
RESTAURANT -- WHERE THE MONEY IS
GOING.
LITTLE HARD TO READ.
HERE'S A CHART ON THE FOOD
REPLACEMENT MARKET.
WE HAVE GOT A LOT OF ENTRANCE IN
DAIRY, MILK AND CHEESE.
YOU HAVE BEEN READING THE PRESS
NOW PROBABLY, THERE'S A LOT OF
TALK ABOUT THE DAIRY COUNCIL AND
THEIR LOBBY HAS COME FORWARD
SAYING YOU CAN'T CALL THAT MILK
UNLESS IT COMES OUT OF A COW.
YOU HAVE ALMOND MILK AND YOU
HAVE THESE NONDAIRY MILKS.
RIPPLE IS THE NEWEST ONE USING
PEA PROTEIN.
THEY ARE GETTING INTO THIS
SYSTEMS PROBLEM WE TALKED ABOUT
WHERE THE INCUMBENTS ARE NERVOUS
ABOUT PEOPLE COMING INTO THEIR
SPACE.
WE HAVE EGG SUBSTITUTES.
WE HAVE MEAT SUBSTITUTES.
IMPOSSIBLE IS OVER HERE.
INSECURITY PROTEIN.
ANYBODY EAT ANY GRASSHOPPERS
RECENTLY?
YOU CAN GET XO COOKIES.
A LOT OF ACTIVITY IN THAT AREA.
THIS IS A CHART THAT SHOWS KIND
OF THE AG TECH SECTOR.
NEXT TECH FARMS, TRACKING ANIMAL
DATA AS WE TALKED ABOUT
ANTIBIOTIC FREE ANIMALS, THE WAY
ANIMALS ARE RAISED.
ALL OF THIS DATA IS BECOMING
VALUABLE TO CONSUMERS AND
RETAILERS, THE WHOLE SUPPLY
CHAIN.
FARM ANIMAL SOFTWARE AND
PROLIFIC ANALYTICS.
YOU WILL HEAR FROM OUR SPEAKER
FROM CONSUMER PHYSICS ABOUT
THAT.
WITH THAT INTRO I AM GOING TO
ASK EVERYBODY TO COME UP ONE AT
A TIME SPEND ABOUT 10 MINUTES
TALKING TO YOU AND KEEPING IT
TIGHT SO EVERYBODY HAS A CHANCE
TO GO IN THE NEXT HOUR, AND THAT
WILL GIVE US PLENTY OF TIME FOR
SOME Q AND A.
FIRST I AM PROUD TO HAVE MEGAN
MOKRI HERE.
SHE GRADUATED LAST YEAR WITH HER
MBA FROM THE EXECUTIVE MBA
PROGRAM.
I WAS DELIGHTED TO HAVE HER IN
THE FOOD VENTURE LAB CLASS.
SHE IS THE FOUNDER OF BYTE
FOODS.
I AM GOING TO LET RYAN KIND OF
SET UP THE COMPUTER.
WHAT YOU COULD ALSO DO WHILE YOU
ARE HERE, YOU CAN EITHER TALK
BEHIND HER OR YOU CAN GRAB ONE
OF THOSE MICS.
ONE THING YOU MIGHT DO IS TELL
PEOPLE A LITTLE BIT HOW YOU USED
YOUR BERKELEY BUSINESS SCHOOL
EDUCATION TO HELP ACCELERATE
THE --
- I CAN DO THAT ABSOLUTELY.
(APPLAUSE)
- THANK YOU.
FIRST OF ALL IT IS EXCITING TO
SEE A PACKED AUDITORIUM
INTERESTED IN FOODS AND BRIGHT
MINDS THAT WANT TO GET IN AND
MAKE A CHANGE IN THE FOOD
SYSTEM.
THANK YOU FOR HAVING ME.
I AM MEGAN MOKRI THE FOUNDER AND
CEO OF BYTE.
WHAT BYTE IS DOING IS BRINGING
THE RETAIL EXPERIENCE WITH FOOD
CLOSER TO THE CONSUMER USING
CONNECTIVE REFRIGERATORS.
FOOD IN THE OFFICE IS COMPLETELY
BROKEN.
TODAY IN OFFICES YOU EITHER HAVE
TO HAVE A SUBSTANTIAL BUDGET TO
CATER FOR YOUR EMPLOYEES ON AN
ONGOING BASIS OR YOU HAVE TO BE
ABLE TO WARRANT HAVING A
CAFETERIA.
IF YOU ARE ANY OTHER OFFICE YOU
REALLY DON'T HAVE A GOOD,
AFFORDABLE OPTION TO GET FRESH
MEALS TO YOUR EMPLOYEES.
YOU END UP WITH THIS PREDICAMENT
OF 99 PERCENT OF OFFICES HAVING
NO FRESH FOOD ON-SITE.
IT IS A MASSIVE MARKET,
$20 BILLION MARKET.
HAVE YOU GUYS EVER BEEN ON
CAMPUS WHEN THE CAFETERIA IS
CLOSED?
WHAT DO YOU DO FOR FOOD?
WHEN SPOON ROCK WAS AROUND YOU
COULD ORDER A MEAL.
WITHOUT THAT YOU HAVE MAYBE
VENDING, YOU HAVE TO WALK
SOMEWHERE BUT THERE'S NOT A
READILY AVAILABLE FRESH FOOD
OPTION.
SAME GOES FOR HOSPITALS.
YOU COULD SAY THE SAME FOR
APARTMENT BUILDINGS AND GYMS.
THAT'S THE FUNDAMENTAL PROBLEM
BYTE IS TACKLING.
LET'S SEE IF THE VIDEO IS GOING
TO WORK.
SO THE BYTE SMART REFRIGERATOR
IT IS EASY TO USE FROM A
CONSUMER PERSPECTIVE.
IT LOOKS LIKE A FRIDGE WITH A
PALLET.
YOU SWIPE YOUR CREDIT CARD AT
WHICH POINT THE DOOR OPENS.
YOU CAN PICK UP A SALAD.
YOU CAN GRAB A BLUE BOTTLE, LOOK
AT THE INGREDIENTS.
ONLY ONCE YOU CLOSE THE DOOR ARE
YOU AUTOMATICALLY CHARGED BASED
ON WHAT YOU REMOVE AND THAT'S IT
FROM A CONSUMER EXPERIENCE.
VERY EASY TO USE.
YOU END UP WITH THIS TINY MARKET
IN YOUR WORKPLACE 20 FEET AWAY
FROM WHERE YOU SPEND 20, 60, 80,
100 HOURS A WEEK IN MY CASE.
YOU HAVE INSTANT GRATIFICATION.
YOU CAN GET BREAKFAST, LUNCH,
DINNER, SNACKS, ANY OF THE IN
BETWEEN TIMES.
WE ARE COGNIZANT OF WHERE WE
SOURCE OUR FOOD FROM.
WE LIKE TO SAY EVERYTHING IN OUR
FRIDGE HAS CLEAN INGREDIENTS,
WILL WORK WITH EVERYONE FROM A
MAKER FEATURED AT A LOCAL
FARMER'S MARKET TO NATURAL FOOD
BRANDS THAT YOU LOVE LIKE
COCONUT WATER OR FRUIT BARS AND
WHATNOT.
THAT ALLOWS US TO SELL A HIGH
VOLUME OF FOOD TO A DEDICATED
AUDIENCE THAT BASICALLY LEARNS
TO TRUST BYTE AND WE BECOME AN
OPTION IN THE ROLL A DEX OF GO
TO OPTIONS DURING THE WORKWEEK.
AS YOU PEEL BACK THE LAYERS OF
THIS ONION, THOUGH, BEYOND THE
CONSUMER EXPERIENCE, THESE ARE
SMART REFRIGERATORS AND WE GET
ACCESS TO REAL TIME DATA.
THAT DATA ALLOWS US TO OPTIMIZE
OUR SOLUTION TO THAT SPECIFIC
LOCATION AND MORE IMPORTANTLY TO
YOU, AN ONGOING CUSTOMER WHO
BUYS REGULARLY FROM BYTE.
THERE IS REALLY THREE AREAS OF
ACTUAL SOCIALISM PACT THAT WE
THINK ABOUT AS A COMPANY.
THERE'S OUR CUSTOMERS.
WE ARE WORKING WITH MANY
LOCATIONS THAT PREVIOUSLY HAD TO
GET IN THE CAR TO GET TO REAL
FOOD.
NOW THEY HAVE A 24/7 OPTION.
THE MAKERS WE WORK WITH, THIS IS
AN ENTIRELY NEW DISTRIBUTION
CHANNEL FOR THEM AND A DIRECT
WAY TO GET FEEDBACK FROM THEIR
CUSTOMER BASE.
EVERY RECEIPT THAT GOES OUT TO
OW OUR USERS GIVES THE ABILITY
TO RATE AND GIVE FEEDBACK ON
FOOD.
THIS IS THE FIRST TIME THESE
MAKERS ARE GETTING THE FEEDBACK
IN REAL TIME.
LASTLY, OUR COMMUNITY.
100 PERCENT OF THE FOOD THAT IS
SOLD WE DONATE TO A PARTNER
CALLED EXTRA FOOD.
THAT GOES DIRECTLY TO NONPROFITS
IN NEED.
HOW DOES THE BUSINESS MODEL
WORK?
MOST LOCATIONS WILL PAY A
SUBSCRIPTION FEE FOR THE
SERVICE.
500 PER MONTH TO GET A FRIDGE
PLACED IN THE OFFICE COMPLETELY
TURNKEY, ONGOING SERVICE AND
ROTATION OF GREAT FOODS FOR
THEIR EMPLOYEES.
OF COURSE WE SELL FOOD AND WE
MAKE MARGIN ON FOOD.
ALL OF THAT TURNS OFF OF A
TREMENDOUS AMOUNT OF DATA THAT
ALLOWS US TO OPTIMIZE THE
ASSORTMENT OF LOCATION AT THE
CHEVRON REFINERY MAY LOOK
DIFFERENT THAN ONE AT
MACKENZIE'S IN DOWNTOWN SAN
FRANCISCO FOR INSTANCE.
GIVEN THIS, BYTE TRULY IS THE
MOST AFFORDABLE FRESH MEAL
SOLUTION FOR WORKPLACES.
THAT'S WHAT HAS ALLOWED US TO
AMASS CLIENTS REALLY ACROSS
EVERY INDUSTRY.
WE WORK WITH EVERYONE FROM
NONPROFIT THE LIKE SAN FRANCISCO
SPCA TO TECH COMPANIES LIKE
CISCO OR AMAZON, TESLA.
WE ALSO WORK WITH HEALTHCARE.
WE ARE AT HOSPITALS AS WELL AS
SCHOOLS.
IT'S THE DATA THAT IN REAL TIME
WE ARE SEEING CUSTOMER
TRANSACTIONS.
WE ARE SEEING THE INVENTORY
ACROSS EVERY ONE OF THE KIOSKS
AND MARKETS DOWN TO HOW LONG
THAT SANDWICH HAS SAT IN THAT
FRIDGE AT SEPHORA FOR INSTANCE.
THE DATA FOLDS INTO THE
OPERATIONS AND FOLDS INTO ADDING
MORE VALUE TO CONSUMERS.
IF WE KNOW YOU BUY THE CHICKEN
CAESAR SALAD FROM RUSTIC BAKERY
EVERY WEEK AND IT'S FRIDAY AND
WE HAVE ONE SITTING THERE AND
IT'S NOT SELLING WE CAN SELL A
TARGETED OFFER TO THAT CONSUMER
SAYING HERE IS $2 OFF YOUR
FAVORITE SALAD, TAKE IT HOME FOR
THE WEEKEND AND ENJOY.
THE DATA FEEDS INTO MAKING NO
TWO FRIDGES ALIKE.
PRICING IS DYNAMIC.
THIS IS POWERFUL FOR US.
WE SELL FRESH PRODUCTS.
AS SOON AS YOU BUY IT AND IT
ARRIVES AT OUR DISTRIBUTION
CENTER IT HAS A CLOCK THAT IS
TICKING UNTIL THAT PRODUCT IS NO
LONGER FRESH AND CAN BE SOLD.
DYNAMIC PRICING ALLOWS US TO
LEVERAGE FEATURES LIKE HAPPY
HOUR LIKE ALL FRESH PRODUCTS IN
THE FRIDGE IS 25 PERCENT OFF
DURING A FINITE PERIOD OF TIME.
IT ALLOWS US TO BALANCE SALES
WITH THAT FRESH PRODUCT AND
AVOIDING SPOILAGE.
IT OFFERS CLIENTS HIGHLY
FLEXIBLE SUBSIDIES.
WHAT THAT MEANS IS A COMPANY
WANTS TO SUPPORT EMPLOYEES THAT
ARE WORKING LATE.
WE CAN DYNAMICALLY ADJUST PRICES
SO THEY ARE ALLOWED TO SUBSIDIZE
BY 50 PERCENT OR 100 PERCENT FOR
EMPLOYEES THAT ARE THERE AT 8:00
AT NIGHT OR MAYBE THERE EARLY IN
THE MORNING OR THEY CAN DO DAY
SPECIFIC SUBSIDIES AS WELL.
IT BASICALLY WORKS WITH ANY TYPE
OF BUDGET.
OUR CUSTOMER'S E-MAILS PAIRED
WITH THEIR FULL TRANSACTION
HISTORY ALLOWS US TO DELIVER
HIGHLY TARGETED, HIGHLY RELEVANT
OFFERS THAT THEY ACTUALLY WANT
TO OPEN UP AND USE.
LASTLY WE HAVE DELIVERY
EFFICIENCIES IN A NUMBER OF
WAYS.
THESE ARE -- DELIVERIES ARE
GETTING PUSHED OUT TO RESTOCK
FRIDGES.
OFTEN TIMES IT IS AFTER HOURS
BECAUSE IT'S WORKPLACES.
I CAN TELL YOU WHERE OUR
DELIVERY FLEET IS GOING NEXT
WEEK AND THE WEEK AFTER.
IT IS HIGHLY PREDICTABLE.
THAT REAL TIME INVENTORY ALLOWS
US TO PUSH OUT WITH A PRECISE
KIT OF FOOD PRODUCT THAT THAT
LOCATION NEEDS.
THAT'S IT.
LOOKING FORWARD TO ALL OF GUYS'
QUESTIONS LATER.
(APPLAUSE)
- THANK YOU, MEGAN.
THANK YOU VERY MUCH.
NEXT UP -- BRIAN, CAN YOU WORK
THE SLIDES?
HI VIJAY.
GLAD TO SEE YOU.
NEXT UP DELIGHTED TO HAVE A
RETURN GUEST TO EDIBLE
EDUCATION, ONE OF THE
CO-FOUNDERS AND CO CEO'S OF
SWEET GREENS, ONE OF THE
REMARKABLY FAST GROWING, FRESH
SALAD AND GOOD FOOD PLACES, AND
PROBABLY THE ONE THAT WENT KIND
OF DIGITAL AND CASHLESS FIRST.
SO I ASKED NICK THIS YEAR TO
TALK ABOUT WHAT IT IS LIKE TO
DESIGN A RESTAURANT FOR A MOBILE
SAVVY AND A MOBILE SPACING
CUSTOMER BASE.
PLEASE WELCOME NICK JAMMET.
- HI, GUYS.
BEFORE I START I WANT TO GIVE A
SHOUT OUT TO THE SWEET GREEN
SALAD IN THE BACK ROW RIGHT
THERE.
I SAW THAT BEFORE.
SWEET GREEN STARTED 10 YEARS AGO
IN MY UNDERGRADUATE YEAR AT
GEORGETOWN, MY SENIOR YEAR.
IT STARTED REALLY SIMPLY TO
SOLVE A PROBLEM.
MYSELF AND MY TWO BEST FRIENDS
OF JOHN AND NATE HAD AN ISSUE OF
HAVING NOWHERE TO EAT EVERY DAY.
WE WANTED TO SOLVE THAT PROBLEM
FOR OURSELVES.
IT STARTED, THE SOLUTION TO THIS
PROBLEM STARTED AT SWEET GREEN
IN A 560 SQUARE FOOT RESTAURANT
ON M STREET IN GEORGETOWN IN A
FORMER LITTLE BURGER SHACK.
SIMILAR ACTUALLY TO WHAT WE DID
HERE, IT WAS IN A LANDMARK
BURGER SHACK.
SO WE HAVE A THING FOR BURGER
SHACKS.
FOR US IT STARTED FOR OURSELVES.
AS WE STARTED TO SCALE AND DIG
IN AND LEARN ABOUT FOOD WE
REALIZED IT WASN'T JUST A
PROBLEM FOR US.
IT WAS A PROBLEM FOR THE WHOLE
COMMUNITY, FOR THE WHOLE CITY OF
DC.
QUICKLY WE REALIZED THIS WAS THE
GREATER FOOD SYSTEM.
WE KNEW FROM THAT MOMENT REALLY
EARLY ON WE WERE TRYING TO BUILD
A DIFFERENT TYPE OF COMPANY.
WE DIDN'T WANT TO BUILD ANOTHER
FAST FOOD CHAIN COMPANY WE
WANTED TO BUILD A DIFFERENT TYPE
OF FAD COMPANY THAT COULD SOLVE
A PROBLEM OF CONNECTING PEOPLE
TO REAL FOOD AND CREATING ACCESS
TO REAL FOOD IN A DIFFERENT KIND
OF WAY.
WHEN WE STARTED WE LOOKED AT THE
TYPICAL RESTAURANT MODEL AND
QUESTIONED ALL OF IT EVERYTHING
FROM WHAT WE SERVED TO WHERE WE
BOUGHT THE FOOD TO WHAT THE
RESTAURANT WOULD LOOK LIKE WHAT
THE CUSTOMER WAS LIKE.
WE STARTED TO QUESTION EVERY
PART OF THE TYPICAL RESTAURANT
FAST FOOD MODEL WHICH CAN BE
HIGHLY PROFITABLE.
WE ARE MAKING THE TWEAKS, THIS
MODEL THAT MANY MASSIVE
COMPANIES HAVE PROVEN WORKS.
WE ARE TRYING TO FIGURE THIS OUT
AS WE GO.
LITTLE BY LITTLE WE REALIZE AS
WE STARTED BUILDING THIS COMPANY
MANY PARTS THAT WEREN'T GOING TO
WORK IF WE WANTED TO BUILD A
DIFFERENT TYPE OF FOOD COMPANY.
EVERYTHING FROM OUR SUPPLY CHAIN
BUILDING A DIFFERENT TYPE OF
SUPPLY CHAIN EVERY CITY WE GO TO
HAVING TO SOURCE THAT KIND OF
INCREDIBLE INGREDIENTS AND
HAVING CONNECTION TO THE FARMER.
DOING COOKING IN A FAST FOOD
SETTING WHICH DOESN'T HAPPEN IN
ANY SCALE RESTAURANT BUSINESS.
EVERYTHING FROM NOT SERVING
SODA, NOT ACCEPTING CASH.
THESE THINGS ARE ALL PARTS OF A
TYPICAL ECONOMIC MODEL IN FAST
FOOD THAT GENERALLY ARE THERE
BECAUSE THEY WORK AND IT'S HOW
YOU MAKE A PROPHET.
WE KNEW FOR US WE WANTED TO
BUILD A DIFFERENT TYPE OF
COMPANY.
TO DO THAT WE HAD TO REALLY
SPEND TIME AND BUILD A COMPANY
THAT COULD UNDERSTAND THE
CUSTOMER.
NOT WHERE THEY ARE OR WHERE THEY
WERE BUT WHERE THEY ARE GOING.
WHEN WE THINK OF INNOVATION AND
HOW OUR BUSINESSES WE TRY TO
CHANGE THIS MODEL AND INNOVATE,
A LOT OF IT IS THINKING ABOUT
BRINGING THIS RELATIONSHIP WITH
FOOD BACK THE WAY IT USED TO BE.
PEOPLE USED TO HAVE TO EAT THE
THINGS GROWING AROUND THEM 80
YEARS AGO, 100 YEARS AGO.
FOR US SO MUCH OF IT IS
REDEFINING PEOPLE'S RELATIONSHIP
WITH FOOD AND COMBINING THAT
WITH USING TECHNOLOGY TO
OPTIMIZE THE TRANSACTION AND
BUILD A DIFFERENT TYPE OF
EXPERIENCE.
FOR US WE TESTED MANY THINGS IN
THE BUSINESS.
AS WE HAVE GROWN WE REALIZE WE
REALLY HAVE TO THINK ABOUT THIS
TRANSACTION.
TYPICALLY FOOD RETAIL IF YOU
LOOK AT THE MASSIVE RESTAURANT
COMPANIES THAT HAVE GROWN, THEY
BUILD BOX AFTER BOX AFTER BOX
AND YOU END UP WITH A COUPLE
HUNDRED OR COUPLE THOUSAND OR
TENS OF THOUSANDS RESTAURANTS
THAT MORE OR LESS LOOK THE SAME
WHERE THE FOOD TASTES THE SAME
IN EVERY CITY.
IT IS HIGHLY STANDARDIZED.
FOR US IT IS LOCALIZED.
BUILDING A RESTAURANT WHERE THE
FOOD AND MENU IS BASED ON THE
SUPPLY CHAIN IN EVERY SINGLE
CITY.
CUTE DOG.
SO FOR US AS WE START TO BUILD
THIS RESTAURANT IT WAS IMPORTANT
FOR US TO THINK ABOUT THAT
TRANSACTION OF THE CUSTOMER AND
HOW USING TECHNOLOGY TO CHANGE
THIS TRANSACTION AND REALLY
ALTER THE TYPICAL RELATIONSHIP
BETWEEN THE GUEST AND THE TEAM
MEMBER.
BUILDING THIS DIGITAL
INTERACTION HAS BEEN A HUGE PART
OF DRIVING OUR BUSINESS.
ABOUT 40 YEARS AGO WE STARTED TO
INVEST IN OUR TECH TEAM AND IN
OUR DIGITAL EXPERIENCE AND
BUILDING WHAT IS NOW SWEET GREEN
THAT IS ROBUST AND DRIVES 30
PERCENT OF OUR TRANSACTIONS THIS
YEAR.
THIS YEAR WE EXPECT IT TO BE
BETWEEN 40 AND 45 PERCENT.
THE REASON IT IS SUCH A BIG DEAL
THIS IS THE FIRST TIME ANY FOOD
RETAILER HAS BEEN ABLE TO HAVE
THIS MUCH OF A CONNECTION WITH
OUR CUSTOMER, REALLY HAVE THAT
CUSTOMER DATA AND GET TO
UNDERSTAND HOW THE CUSTOMER IS
GETTING WHICH STORES THEY ARE
GOING TO.
IT ALLOWS US TO BUILD A BETTER
EXPERIENCE AND HAVE A DEEPER
ENGAGEMENT WITH THE CUSTOMER.
WE THINK ABOUT LEVERAGING THE
TECHNOLOGY MODEL.
WE HEAR ABOUT COMPANIES LIKE
EATSA, THE RESTAURANT MODEL IS
CHANGING SO QUICKLY BECAUSE
THINGS LIKE THE LABOR MODEL,
LABOR LANDSCAPE IS CHANGING,
COST OF LABOR IS GOING UP AND
COST OF FOOD IS GOING UP.
THE WAY WE ARE BATTLING THAT IS
TRYING TO THINK ABOUT HOW WE CAN
USE TECHNOLOGY TO OPTIMIZE THE
EXPERIENCE.
AT SWEET GREEN WE BELIEVE
TECHNOLOGY SHOULDN'T FULLY
REPLACE HUMANS.
WE THINK FOOD IS A SOCIAL, HUMAN
ELEMENT AND KEEPING THAT
INTIMACY WITH THE EXPERIENCE FOR
US IS VERY IMPORTANT.
AS WE THINK ABOUT LEVERAGING
TECHNOLOGY WE THOUGHT ABOUT
USING IT MORE TO OPTIMIZE JOBS
HOW TO MAKE THINGS MORE
EFFICIENT, HOW TO MAKE THE
PRODUCTIVITY OF THE RESTAURANT
HIGHER, HOW TO REMOVE THE
RECOMMEND MENIAL TASK OF EVERY
DAY SO THEY CAN FOCUS ON THE
CUSTOMERS.
ONE OF THE BIG CHANGES WE MADE
WAS REMOVING CASH FROM OUR
RESTAURANTS.
IT SOUNDS SIMPLE BUT THE EFFECT
ON THE MODEL IS IMPACTFUL AND
CREATES A LOT OF EFFICIENCY.
CASH IS DOWN TO 10 PERCENT OF
THE TRANSACTIONS.
WHEN YOU REMOVE CASH IT DOES A
BUNCH OF THINGS.
IT CONVERTS A LOT MORE PEOPLE TO
THE DIGITAL APP.
WE HAVE THE BEAUTY OF HAVING
THIS RELATIONSHIP WITH THEM ON
THE APP AND HAVING THAT DATA.
IT CREATES A LOT OF EFFICIENCIES
IN THE STORE MODEL.
FOR US WE KNEW IT WAS ONE OF THE
BIGGEST PROBLEMS WE WANTED TO
SOLVE.
WE WANTED TO PAY THE TEAM
MEMBERS WHAT WE WANTED TO PAY
THEM, PAY THE FARMERS WHAT WE
WANTED TO PAY THEM AND KEEP
PRICES ACCESSIBLE.
FOR US TO HAVE SOMEONE IN THE
RESTAURANT GETTING PAID 15 AN
HOUR COUNTING NICKELS FOR A
COUPLE HOURS A DAY EVERY TIME
THE REGISTERS CHANGED SEEMED
INEFFICIENT.
THAT'S ONE OF THE WAYS CASH
OPTIMIZED THE BUSINESS.
AS WE THINK ABOUT THE PROBLEMS
WE ARE TRYING TO SOLVE IN THE
MODEL AND HOW WE USE TECHNOLOGY
TO LEVERAGE THOSE.
CONVENIENCE IS ONE OF THE
BIGGEST FACTORS.
GENERALLY WHEN YOU LOOK AT A
FOOD RETAIL MODEL OR ANY
BUSINESS THAT IS DOING WELL IN
THE RESTAURANT SPACE THERE'S
PEAK TIMES WHERE CAPACITY IS HIT
AND YOU CAN'T SERVE AS MANY
CUSTOMERS.
WHAT THE MOBILE APP HAS ALLOWED
US TO DO IS DOUBLE OR TRIPLE OUR
CAPACITY AT PEAK TIMES.
IT ALLOWS OUR CUSTOMERS TO OPEN
THEIR APP AND WITH TWO CLICKS
ORDER THEIR MEAL THAT IS EITHER
SAVED OR IS A NEW ORDER AND THEY
CAN WALK INTO SWEET GREEN AND
GRAB IT OFF THE SHELF.
I FEEL FUNNY TALKING ABOUT IT
HERE BECAUSE OUR BERKELEY
RESTAURANT IS THE ONLY ONE THAT
DOESN'T HAVE ONLINE ORDERING
BECAUSE IT IS SO SMALL.
IF YOU GO TO ANOTHER SWEET GREEN
YOU WILL GET IT.
THAT'S A GOOD EXAMPLE OF HOW
MUCH OUR BUSINESS CHANGED IN THE
LAST TWO YEARS.
TWO YEARS AGO DIGITAL
PENETRATION WAS 5 PERCENT NOW IT
WILL BE OVER 40 PERCENT.
WHEN WE WERE BUILDING BERKELEY
TWO YEARS AGO OUR BUSINESS
EVOLVED SINCE THEN.
IT IS PRETTY FASCINATING.
FOR US SEEING HOW WE CAN USE THE
TECHNOLOGY AND APP TO USE THE
DIFFERENT TYPE OF EXPERIENCE
THAT DRIVES CONVENIENCE AND
FREQUENCY.
SOMEONE WHO USED TO SAY I
COULDN'T GET THIS KIND OF FOOD
BECAUSE SWEET GREENS IS TOO BUSY
OR I CAN'T WAIT IN LINE NOW I
CAN JUST WALK IN AND GRAB IT.
WE HAVE SEEN FREQUENCY OF
CUSTOMERS IMPROVE DRAMATICALLY.
CONVENIENCE IS A BIG THING.
OVER THE PAST 10 YEARS ONE OF
THE BIGGEST PROBLEMS WE SEE
OURSELVES TRYING TO SOLVE IS
THIS PERCEPTION OF HEALTHY FOOD.
PEOPLE'S RELATIONSHIP OF HEALTHY
FOOD.
GENERALLY TEN YEARS AGO WHEN WE
STARTED SWEET GREEN HEALTHY FOOD
WAS EITHER HARD TO FIND, DIDN'T
TASTE GOOD, TOO EXPENSIVE, IT
REALLY WAS NOT ACCESSIBLE.
THERE WEREN'T ANY COOL GRAND
RAPIDS SUPPORTING HEALTHY --
COOL BRANDS SUPPORTING HEALTHY
FOODS.
YOU THINK ABOUT THE ONES THAT
WERE THE MOST DELICIOUS, THE
MOST LOYALTY WAS ALL OF THE
LEAST HEALTHY BRANDS.
WE WANTED TO CREATE A BRAND THAT
CELEBRATED HEALTHY FOODS JUST
LIKE THE BIG FOOD COMPANIES IN
THE WORLD DID, USE THE POWERS OF
MARKETING AND ENGAGEMENT.
TELL STORIES AROUND REAL FOOD
AND MAKE THAT THE COOL THING.
THROUGH THAT WE HAVE DONE THAT
THROUGH TONS OF WAYS WHETHER IT
IS MUSIC -- WE THROW ONE OF THE
BIGGEST MUSIC FESTIVALS, THAT IS
A WAY OF US TRYING TO CONNECT TO
OUR CONSUMERS.
FAST FORWARD 5 YEARS IT IS
25,000 PEOPLE ENJOYING MUSIC,
LANA DELRAY AND MORE.
WE WANTED TO BUILD A BRAND THAT
CAN CELEBRATE HEALTHY FOOD AND
CHANGE THE PERCEPTION, IT'S THIS
LARGER GENERATIONAL SHIFT THAT
NEEDS TO HAPPEN.
ACTUALLY SOMETHING THAT HAPPENED
ON OUR OPENING DAY OF BERKELEY I
THINK DOES A GOOD JOB OF
EXPLAINING THIS IT.
IT WAS ONE OF OUR NEWEST
EMPLOYEES AT BERKELEY.
IT WAS HER FIRST DAY ON THE JOB
DURING TRAINING.
I INTRODUCED MYSELF TO HER.
SHE WAS 16 YEARS OLD, IT WAS HER
FIRST JOB AND SHE WAS REALLY
EXCITED.
I GOT OUTSIDE SAT ON THE PATIO
AND SAT NEXT TO THIS WOMAN WHO I
STRIKED UP A CONVERSATION WITH
AND IT TURNS OUT THE WOMAN WAS
THE GIRL'S MOTHER.
SHE TOLD ME MY DAUGHTER IS SO
EXCITED, THIS IS HER FIRST JOB
SHE DECIDED TO BECOME A
VEGETARIAN 6 YEARS AGO.
SHE WAS 10.
THE WHOLE FAMILY WENT
VEGETARIAN.
SHE BEGGED ME TO COME WORK HERE.
SHE SAID MOM I AM READY FOR A
JOB I WANT TO WORK AT SWEET
GREEN.
IT WAS REALLY COOL.
IT WAS HER FIRST JOB.
THE FUNNY PART WAS WHEN THE MOM
CONTINUED TO TELL HER STORY SHE
HAD WORKED IN FOOD HER WHOLE
LIFE SHE SAID YOU KNOW THE FUNNY
THINGS 20-YEARS AGO MY FIRST JOB
WAS AT MCDONALDS.
I WAS REALLY EXCITED FOR THAT.
FOR ME IT WAS A MOMENT WHERE I
REALIZED IF WE ALONG WITH A
BUNCH OF OTHER COMPANIES CAN
CREATE EXCITEMENT AND ENGAGEMENT
AND BRANDS THAT CAN CELEBRATE
HEALTHY FOOD WE CAN CREATE THIS
CHANGE IN MIND SET AROUND
PEOPLE'S RELATIONSHIP WITH FOOD.
TO SEE A 16-YEAR-OLD GIRL GET SO
EXCITED ABOUT WORKING IN A
HEALTHY FAST FOOD RESTAURANT FOR
US IS REALLY WHAT IT IS ALL
ABOUT.
THANK YOU.
(APPLAUSE)
THANK YOU, NICK.
REBECCA, ARE YOU READY?
REBECCA MOSES IS THE DIRECTOR OF
SUSTAINABILITY FROM IMPOSSIBLE
FOODS, ANOTHER ONE OF OUR GREAT
BAY AREA INNOVATORS REALLY
WORKING ON MEAT OR NOT MEAT.
MEAT WITHOUT MEAT.
REBECCA IS VERY INVOLVED WITH
THIS INTERFACE BETWEEN THE
PRODUCT AND THE IMPACT THAT IT
COULD CREATE AND WILL CREATE IN
THE WORLD.
ALSO THE -- YOU KNOW THE STORY.
THE COMPANY FOR ME, IT WAS A
COMPANY STARTED BY A BIOCHEMICAL
MIST, RATHER FAMOUS BIOCHEMICAL
MIST.
I THINK IT IS INTERESTING TO
TRACK THE FOUNDING STORY OF THE
COMPANY AND WHAT THE INITIAL
MOTIVATION WAS AROUND THE
PROBLEM THAT WAS TO BE SOLVED.
I WILL HAND YOU THAT.
- THANK YOU VERY MUCH.
- PLEASE WELCOME REBECCA MOSES.
(APPLAUSE)
- HEY EVERYBODY.
I AM REBECCA.
I LEAD SUSTAINABILITY AND
AGRICULTURE AT IMPOSSIBLE FOODS.
WE ARE A FOOD TECH START UP IN
REDWOOD CITY.
WE ARE ABOUT 6 YEARS OLD NOW.
FOR THE PAST YEAR WE HAVE BEEN
WATCHING DIFFERENT RESTAURANTS.
WHAT WE DO IS WE MAKE MEAT AND
DAIRY PRODUCTS OUT OF PLANTS.
WE DON'T DO THIS BECAUSE IT IS
EASY.
IT IS ACTUALLY REALLY, REALLY
DIFFICULT TO DO THIS.
BUT WE DO IT BECAUSE THERE'S A
LARGE ENVIRONMENTAL CRISIS
ASSOCIATED WITH ANIMAL
AGRICULTURE.
SO ALL OF THE INPUTS THAT GO
INTO GENERATING ANIMAL
AGRICULTURE AND BRINGING THAT TO
YOUR PLATE.
A FOUNDER WANTED TO SOLVE THIS.
THIS IS THE UNCOOKED VERSION.
IT LOOKS LIKE GROUND BEEF BUT IT
IS MADE FROM PLANTS.
IT IS NOT SCHMILK.
EVERYTHING STARTED IN A FARMER'S
FIELD.
WE HAVE POTATO PROTEIN THE
COCONUT OIL FORMS THE FAT IN OF
THE BURGER.
WHEAT VEGETABLE PROTEIN.
IT FORMS THE MUSCULATURE OF THE
BURGER.
WHEN WE WERE THINKING ABOUT
PRODUCTS AT IMPOSSIBLE FOODS
THINKING ABOUT APPROACHING
THINGS WE WANTED TO MAKE SURE IT
MEETS THREE GOALS, IT HAS TO BE
DELICIOUS AND SUSTAINABLE, AND
IT HAS TO BE SCALEABLE.
SO I THINK THE BEST WAY FOR ME
TO ACTUALLY INTRODUCE WHY THE
COMPANY WAS FOUNDED IS TO GO TO
SHORT CARTOON FROM OUR CEO AND
FOUNDER DOCTOR PAT BROWN.
HE WANTED TO BE HERE TODAY HE
COULDN'T BECAUSE WE ARE
LAUNCHING WITH BEAR BURGER
TOMORROW SO EVERYONE IS IN THE
EAST COAST RIGHT NOW.
HE HAD HIS OWN LAB AT STANFORD.
WE WON'T HOLD THAT AGAINST HIM.
HE IS A BIOCHEMICAL MIST AND HE
DECIDED WITH THE REST OF HIS
WORKING CAREER HE WANTS TO
TACKLE THE BIGGEST PROBLEM AS HE
SAW IT, THE ENVIRONMENTAL IMPACT
OF ANIMAL AG.
I WILL CUT TO THE CARTOON.
- MY FAMILY WOULD GO OUT AND BUY
A BUNCH OF BURGERS BRING THEM
HOME AND WATCH A MOVIE ON TV.
(INAUDIBLE).
THE WAY WE PRODUCE MEAT IS USING
A LAND AREA (INAUDIBLE).
THERE'S ACTUALLY AN INCREDIBLY
SIMPLE SOLUTION.
(INAUDIBLE)
IF YOU TAKE THE MOLECULES
SEPARATE THEM OUT ONE BY ONE AND
SMELL THEM ZERO OF THEM SMELL
LIKE MEAT.
THEY SMELL LIKE CARAMEL AND
BUTTER AND THE MAGIC OF MEAT IS
JUST THIS COMBINATION OF
INGREDIENTS THAT CAN BE FOUND
WITHOUT ANIMAL SOURCES,
POTATOES, WHEAT, COCONUT,
SOYBEANS.
IT IS
JUST THE RIGHT
PROPORTIONS.
THE THING I CALL THE MAGIC
INGREDIENT FOR THE FLAVOR
(INAUDIBLE) YEAST ACTUALLY.
(INAUDIBLE)
I AM ENVISIONING PEOPLE HAVING
THE SAME GREAT EXPERIENCE WITH
FAMILY AND FRIENDS, BUT I CAN
ALSO IMAGINE THE KIDS SAYING,
WOW, YOU ACTUALLY USED TO MAKE
THESE THINGS OUT OF ANIMALS?
HOW WILD IS THAT?
- SO LIKE I SAID, THE WAY THAT
TECHNOLOGY IS USED IN IMPOSSIBLE
FOODS, WE ARE FUNDAMENTALLY, WE
ARE A COMPANY WHERE TECHNOLOGY
IS FUNDAMENTAL.
WE USE IT FOR TWO MAJOR LEVERS
REGARDING EFFICIENCY AND
REGARDING FUNCTIONAL
EQUIVALENCY.
WE ARE CREATING A MARKET
APPROACH TO MAKE CHANGES IN
DIETARY SOURCE SURROUNDING MEAT
AND DAIRY.
THE REASON WE FOUNDED THIS
COMPANY AND I THINK PAT STATED
THIS SO WELL IS THAT RIGHT NOW
WE HAVE RUN OUT OF THE
BIOPHYSICAL OPTION SPACE FOR
EXPANDING ANIMAL PRODUCTION.
THAT'S GOING TO CREATE A
PROBLEM, BECAUSE RIGHT NOW WITH
7 BILLION PEOPLE ON THE PLANET
EATING THE AMOUNT OF MEAT AND
DAIRY WE DO WE USE 30 PERCENT OF
THE ICE THAT IS ON THE PLANET
THAT IS DIRECTED TO ANIMAL AG IN
THAT WAY.
50 PERCENT IS GRAZED BY
DOMESTICATED ANIMALS USES A
QUARTER OF THE FRESH WATER AND
SAME LEVELS AS THE
TRANSPORTATION INDUSTRY.
BY PROXY OF THE FACT IT USES SO
MUCH LAND IT IS ONE OF THE
PRIMARY DRIVERS OF DEPORT
STATION AND WILD HABITAT LOSS.
THESE AREN'T GREAT THINGS BUT IF
YOU ACCOUNT FOR THE FACT THAT
FOOD AND AGRICULTURAL
ORGANIZATION HAS PROJECTED A 70
PERCENT INCREASE IN MEAT AND
DAIRY PRODUCTS BY 2050, WE ARE
GOING TO HAVE ABOUT 9 BILLION,
10 BILLION PEOPLE ON THE PLANET
WHERE DOES THAT EXPANSION
HAPPEN.
WHAT WOULD BE A LOT MORE
EFFICIENT AND FREE OF A LOT MORE
RESOURCES IS TO EAT LOWER ON THE
FOOD CHAIN.
THIS IS WHERE OUR EFFICIENCY
COMES IN.
THESE ARE NUMBERS BASED ON A
LIFE CYCLE ASSESSMENT COMPARING
OURSELVES TO CONVENTIONAL U.S.
BEEF BURGER.
THE UNDERSTANDING WHY YOU CAN BE
SO EFFICIENT IN CREATING THE
BEEF IS WHY BEEF ARE BAD AT
CONVERTING PLANT MATERIAL INTO
SOMETHING YOU CAN EAT.
THEY ARE THE SINGLE MOST
INEFFICIENT CONVERTER OF PLANTS,
PROTEIN AND CALORIES TO A HUMAN
PLATE.
BY THE TIME A PIECE OF BEEF HAS
GOTTEN TO YOUR PLATE IT IS 97
PERCENT OF THE CALORIES AND
PROTEIN THAT WENT INTO THE PLANT
TO PRODUCE IT.
BEEF IS BY FAR AMONG THE ANIMAL
PRODUCTS THAT IS THE LEAST
EFFICIENT OF THAT.
EFFICIENCY IS ONE THING.
SCALEABILITY IS ONE THING.
BUT THE REALLY KEY THING FOR US
IS WE HAVE TO MAKE THIS
SOMETHING THAT IS ALSO
DELICIOUS.
IF YOU GO TO A BARBECUE YOU CARE
ABOUT YOUR FOOTPRINT, YOU WALKED
THERE, BIKED THERE, YOU DROVE A
TESLA YOU GOT THERE AND YOU CARE
ABOUT THE ENVIRONMENT.
IF SOMEONE HANDS YOU A PLATE AND
SAYS DO YOU WANT THIS BURGER OR
DO YOU WANT THIS SLICE OF TOFU
OR A VEGGIE BURGER, YOU ARE NOT
GOING TO CHOOSE A VEGGIE BURGER
IF YOU ARE ALREADY A VEGETARIAN
OR A VEGAN.
THIS IS ABSTRACT DEFORESTATION
IN BRAZIL.
IT'S ABSTRACT.
WE HAVE CREATED THIS PRODUCT
THAT IS A FUNCTIONAL EQUIVALENT
TO BEEF.
IT IS SOMETHING THAT CAN BE --
IT IS CRAVEABLE THE SAME WAY
THAT BEEF IS.
THE KEY TO THAT IS TECHNOLOGY
PLATFORM WHICH IS HEME.
IT IS OUR VERSION OF PLANT
BLOOD.
HEME IS THE MOLECULE YOU SEE
THERE, THE IRON CARRYING
MOLECULE.
SMALL MOLECULE.
IT IS THE BASIS FOR MYOGLOBIN.
THE OXYGEN, THE COMPOUND THAT
STORES AND MOVES OXYGEN IN YOUR
BLOOD AND IN MAMMALIAN BLOOD
CELLS IS MYOGLOBIN.
THERE'S SOMETHING LIKE THAT IN
THE PLANT KINGDOM.
SOYBEANS, FAVA BEANS.
YOU COULD HARVEST THAT
AGRONOMICALLY.
THAT WOULD MEAN RIPPING UP THE
PLANT AT EXACTLY THE RIGHT TIME
OF YEAR AND STAGE OF MATURITY
AND SCALING IT UP WOULD BE
IMPOSSIBLE.
THIS THING LIKE HEMOGLOBIN THAT
BLOOD ICE SO LET WHICH YOU SEE
IN THE BOTTLE IS KEY IN MAKING
PLANT BASED BEEF TASTE LIKE COW
BASED BEEF.
IT GIVES IT THAT IRONY FLAVOR,
MAKES IT TURN FROM RED TO BROWN
TO BLACK, SOMETHING THAT VEGGIE
BURGERS DON'T HAVE.
OUR SCIENTISTS ABOUT FIVE YEARS
AGO SAID OKAY WE ARE GOING TO
EXPRESS THIS IN E. COLI.
THEY GOT E COLI CULTURES TO
CRANK OUT HEMOGLOBIN.
NO ONE WANTS TO MARKET
HEMOGLOBIN FROM E COLI.
WE MANIFESTED IT THROUGH A YEAST
STRAIN.
SIMILAR TO WHAT YOU WOULD SEE
WITH SAY A BELGIAN BEER.
THEY FOUND A WAY TO INSERT THE
LIKE HEMOGLOBIN GENE AND NOW IT
CRANKS OUT HEME.
THEY ARE PRETTY LOOKING.
THEY ISOLATED THAT AND
INCORPORATED IT INTO THE BURGER.
THE THING WE ALWAYS COME BACK TO
IN THE COMPANY BEING IN CHARGE
OF SUSTAINABILITY AND AG, WHAT I
THINK ABOUT IS TECHNOLOGY IS
INNOVATIVE AND NEAT ESSENTIALLY
IN THE VALUE CHAIN HERE BUT WE
WANT TO FOCUS ON THE MISSION.
THAT ENVIRONMENTAL MISSION WHERE
WE ARE REDUCING RESOURCE USE,
BUT SOMETHING I THOUGHT WAS
TIMELY.
I DON'T KNOW IF YOU READ THE NEW
YORK TIMES LAST WEEKEND, BUT
AMAZONIAN DEFORESTATION IS
RAGING BACK.
NEW AGRICULTURAL LAND IS
EXPANDING IN THE GLOBAL TROPICS
IN FORESTED AREAS.
THAT'S NOT GREAT.
MOST OF IT IS GOING INTO SOY AND
PASTURE WITH LOGGING AS WELL.
IF WE WERE TO FIND A WAY TO EAT
PLANT BASED DIETS WITHOUT
COMPROMISING WHAT KIND OF FOOD
WE ATE BECAUSE WE WANT TO EAT
MEAT AND DAIRY WE WANT BURGERS
AT A BARBECUE.
THERE IS A TREMENDOUS AMOUNT OF
HEAD ROOM FOR INNOVATION AND
AGRICULTURE FOR POSSIBLY DE
INTENSIFYING THE EXISTING
AGRICULTURAL LAND AND SPARING
LAND FOR SERVICES BIO DIVERSITY.
THESE IMPORTANT THINGS, IT SEEMS
LIKE IN THE PAST YEAR WE HAVE
BEEN NOTICING THE POLICY
MECHANISMS FOR SAFEGUARDING BIO
DIVERSITY.
FORESTS, CLIMATE CHANGE, THOSE
MECHANISMS ARE NOT NECESSARILY
AS DURABLE AS WE WANTED THEM TO
BE.
A MARKET BASED SHIFT MIGHT BE
ONE WAY OF HELPING MITIGATE
THAT.
WE ARE CHOOSING TO DO THAT IN
OUR OWN SMALL WAY THROUGH PLANT
BASED MEAT AND DAIRY PRODUCTS
THAT ARE A FRACTION OF THE
RESOURCES.
(APPLAUSE)
- FANTASTIC.
THANK YOU.
VIJAY?
OUR NEXT GUEST IS HAVE I KAY
KAREN -- VIJAY KARUNAMURTHY ONE
OF THE CO-FOUNDERS OF NOM WHICH
IS A FOOD AND DIGITAL MEDIA
COMPANY.
VIJAY IS ANOTHER ONE OF OUR
HALLOWED GRADUATES OF HAAS.
LET'S HAVE A WARM WELCOME FOR
VIJAY.
- THANK YOU.
- IT IS ALWAYS GOOD TO BE BACK.
I AM A HAA GRADUATE 2012.
I STARTED IN 2009 AT THE HEIGHT
OF THE FINANCIAL CRISIS.
THE ECONOMY WAS TANKING.
I CAME IN INTERESTED IN LEARNING
ABOUT THIS SOCIAL
ENTREPRENEURSHIP.
IT WAS A TERM I KNEW LITTLE
ABOUT COMING IN.
I FELT LIKE I KNEW MORE ABOUT IT
COMING OUT.
HOPEFULLY EVERYTHING WE TALK
ABOUT TODAY IT LIVES UP TO THOSE
VALUES WHAT I LEARNED DURING MY
TIME HERE.
LET'S START OFF, WE ARE A FOOD
START UP, BUT WE COME FROM THE
TECH AND MEDIA BACKGROUNDS BOTH
ME AND MY CO-FOUNDER STARTED OFF
FROM A VERY DIFFERENT PLACE LIKE
MANY ENTREPRENEURS.
IT IS A GREAT WAY TO THINK ABOUT
ENTREPRENEURSHIP AND THE RANGE
OF WAYS WHERE YOU CAN START
SOMETHING OFF AND THE WAYS YOU
CAN EXPLORE AN IDEA AND SEE IT
TO FRUITION.
WE COME FROM THE MEDIA WORLD.
STEVE STARTED YOUTUBE WHICH IS A
MEDIA START UP, A TECH START UP
AND NOW THE LARGEST VIDEO START
UP IN THE WORLD.
I ALSO WORKED AT YOUTUBE FOR
MANY YEARS.
AFTER YOUTUBE WE WERE THINKING
ABOUT WHAT WAS INTERESTING.
IT STARTED FROM A PLACE WHERE
YOU BUILT SOMETHING THAT HAS HAD
MORE SUCCESS THAN ANY ONE COULD
EVER DREAM OF FOR A START UP AND
WHAT YOU WANT TO DO FOR THE NEXT
PHASE OF YOUR LIFE.
FOR BOTH ME AND STEVE WE HAD THE
OPPORTUNITY TO THINK THROUGH
IDEAS AND THINK THROUGH WHAT WE
SAW THE WORLD HAD AND WHAT THE
WORLD DIDN'T HAVE AROUND THINGS
THAT WERE INTERESTING TO US.
ONE OF THOSE I WILL BE BLUNT
ABOUT THIS AND STEVE WILL BE
ALSO, THERE ARE THINGS ABOUT
YOUTUBE THAT NEVER LIVED UP TO
WHAT YOU COULD HAVE GOTTEN OUT
OF THAT AS SOMETHING YOU WOULD
USE EVERY DAY.
YOUTUBE DOES A GREAT JOB OF
HELPING PEOPLE DISCOVER CONTENT
AND WATCH CONTENT AND HOPEFULLY
START A CONVERSATION AROUND
CONTENT.
YOUTUBE NEVER FELT LIKE A
COMMUNITY IN A SENSE OF A PLACE
WHERE YOU WERE FINDING PEOPLE
AND CONNECTING WITH PEOPLE AND
REALLY UNDERSTANDING WHAT THOSE
PEOPLE LOVED AND CARED ABOUT AND
WHAT THEY WERE DOING IN REAL
LIFE IN THE WAY THAT IT COULD
HAVE.
THAT STARTED OUR DISCUSSION
ABOUT WHAT WE WANTED TO DO WITH
THE REST OF OUR LIVES AND WHAT
WE WANTED TO DO AS A START UP.
WE THOUGHT ABOUT WHAT WE WERE
PASSIONATE ABOUT AND THINGS WE
WERE PASSIONATE ABOUT IN REAL
LIFE.
IT IS A CORE PART OF MANY OF OUR
LIVES.
IT IS OFTEN SOMETHING WE UNDER
VALUE AND ONLY APPRECIATE WHEN
WE THINK ABOUT IT.
A LOT OF PEOPLE SPEND ALL DAY
THINKING ABOUT WHAT YOU WANT TO
COOK FOR DINNER OR WHERE YOU
WANT TO GO FOR DINNER.
WHAT INSPIRES YOU AROUND FOOD,
AND THAT MIGHT BE A CORE PART OF
HOW YOU INTERACT WITH YOUR
FRIENDS, HOW YOU INTERACT WITH
YOUR FAMILY.
ALSO THE OTHER PART OF THAT IS
FOOD HAS BECOME AN ASPECT OF
PEOPLE'S CAREERS AND THE
DISCIPLINE, THE DRIVE IT TAKES
TO SEE YOUR CAREERS FORWARD.
YOU CAN SEE THROUGH CHEFS.
THIS IS AN EXAMPLE OF AN
INCREDIBLE SUPERSTAR CHEF TIM
HOLLINGSWORTH.
HE STARTED OFF AT THE FRENCH
LAUNDRY AS A DISHWASHER IN THE
BACK GETTING STARTED IN THE
INDUSTRY AND OVER THE YEARS
BUILT HIMSELF UP AND GOT HIMSELF
UP TO BEING ONE OF THE HE TOP
CHEFS IN THE WORLD.
ODOM SINCE IT OPENED YOU WILL
SEE THE REVIEWS ARE INCREDIBLE.
IT'S A LABOR OF LOVE FOR HIM AND
SOMETHING HE PUT A LOT OF
THOUGHT AND DEDICATION INTO.
WE STARTED WORKING WITH CHEFS
LIKE TIM TO THINK THROUGH WHAT
WE WANTED TO BUILD OUT OF OUR
NEXT SITE AND OUR NEXT APP.
IT WAS REALLY A PROCESS OF
LEARNING WHAT MAKES THEM TICK
AND WHAT DRIVES THEM FORWARD AND
HOW THEY THINK ABOUT HOW THEY
TELL THEIR STORIES AND EXPRESS
THAT TO THE WORLD AROUND THEM.
I AM GOING TO SHOW YOU A BIT OF
A VIDEO.
I WILL TALK OVER IT.
THIS IS COREY LEE AT SITU IN SAN
FRANCISCO.
HE HAS OPENED A COUPLE OF
RESTAURANTS IN SAN FRANCISCO AND
IS INTERNATIONALLY KNOWN.
THIS IS VIDEO WE SHOT FROM THE
USER TESTING PHASE OF WHERE WE
WERE BUILDING WHERE WE WANTED TO
DOCUMENT WHAT WAS HAPPENING
BEHIND THE SCENES IN THE KITCHEN
HOW TO DINERS EXPERIENCE THIS
CRAFTED STORY YOU ARE TELLING
SITTING DOWN AT A RESTAURANT AND
HOW DO PEOPLE SHARE THAT WITH
OTHERS.
YOU CAN GO TO INSTAGRAM AND SEE
THE PHOTOS YOUR FRIENDS ARE
SHARING BUT WHAT ARE THEY TRYING
TO SAY AND EXPRESS SHARING WITH
PEOPLE AND WHAT ARE WAYS WE CAN
MAKE THAT BETTER.
WE STARTED OFF NOM AROUND THIS
IDEA AND VISION TO COME TO MORE
RECENT TIMES WE LAUNCHED OUR APP
LAST YEAR.
WE WERE FEATURED BY APPLE AS THE
NEW APPS WE LOVE IN THE APP
STORE ON THANKSGIVING.
IT HAS BEEN AN EYE OPENING
EXPERIENCE FOR US.
WE WILL BE HONEST WHEN WE START
UP THE TESTING WE DID A LOT OF
RESTAURANTS THAT ARE WELL-KNOWN
IN SAN FRANCISCO, NEW YORK AND
LA BEING FEATURED BY APPLE
ACROSS THE COUNTRY MEANS YOU GET
A LOT OF USER FROM OTHER PARTS
OF THE COUNTRY FROM KANSAS AND
MISSOURI.
YOU HAVE THE CONTACT THAT
CONNECTS AND RESINATES WITH
PEOPLE ACROSS THE USA NOT JUST
IN THE BIG CITIES AND THE WEST
COAST.
SOME OF THE PRESS TO START OFF
KIND OF HIGHLIGHTED HOW WE WERE
THINKING ABOUT FOOD AND PHOTO
AND VIDEO, HOW WE ARE CREATING A
NEW WAY FOR PEOPLE TO EXPRESS
THEMSELVES AROUND PASSIONS THEY
HAD AND THEY WERE DOING IN REAL
LIFE.
HONESTLY THAT'S PART OF TELLING
OUR STORY AS A COMPANY IS PEOPLE
UNDERSTANDING WE WANTED TO DO
SOMETHING A LITTLE BIT DIFFERENT
THAN COMPANIES THAN YOUTUBE AND
FINDING WAYS TO SHARE THIS.
THAT'S THE PRESS WE DID AROUND
THAT.
I AM GOING TO SHARE A LITTLE BIT
WITH YOU THE APP AND SOME OF THE
BEST EXAMPLES -- ACTUALLY, I
WILL SHOW A LITTLE BIT OF THAT.
SOME OF OUR INVESTORS ARE PEOPLE
YOU MAY KNOW.
JARED LETO.
IT IS GREAT TO HAVE CRAZY FAR
OUT THERE PEOPLE TO THINK ABOUT
WHAT YOU WANT FOR A PRODUCT.
THIS IS AN EXAMPLE OF WHAT WE
BUILT INTO THE APP THAT WE
LAUNCHED.
WHEN YOU COME FROM THE TECH
WORLD THERE ARE A FEW KEY THINGS
YOU NEED TO DO WHEN YOU ARE
BUILDING AN APP AND MAKING A
USER EXPERIENCE.
GOOGLE VENTURES IS ONE COMPONENT
OF THIS.
THE PRINT METHODOLOGY, BEING
ABLE TO EXPRESS USER STORIES,
DOING THAT ON A WHITEBOARD OR
POST IT NOTES BEFORE YOU GET
DOWN TO WRITING A SINGLE LINE OF
CODE OR SKETCHING OUT AN
INTERFACE OR WHATEVER TOOL YOU
USE.
YOU SHOULD BE ABLE TO UNDERSTAND
USERS AND YOU SHOULD BE ABLE TO
CAPTURE THAT.
WE STARTED FROM THE PLACE OF
LET'S SAY SOMEONE HAS A LOVE OF
COFFEE, THEY UNDERSTAND WHAT
GOES INTO MAKING ENEMIES AND
LATTE.
HOW DO THEY EXPRESS THAT IN A
WAY PEOPLE GET PASSIONATE ABOUT
IT.
BEING ABLE TO FEEL LIKE YOU ARE
TRANSPORTED TO ANOTHER PLACE
WHILE SOMEONE IS THERE IS PART
OF LIVE VIDEO AND HOW IT
CONNECTS WITH PEOPLE.
COMMUNITY WAS A BIG, BIG PIECE
OF THAT, TOO.
IT IS ONE THING TO WATCH ONE
PERSON SHARE SOMETHING WITH YOU,
IT IS ANOTHER THING ENTIRELY TO
THINK SOMEONE ELSE IS SHARING IT
WITH YOU 8 OR 10 PEOPLE SHARING
THE EXPERIENCE.
THEY ARE CONTRIBUTING THEIR
EXPERTISE AND BUILDING THAT IS
OR NOT.
WE KNEW FOOD VISUAL WAS VERY,
VERY IMPORTANT.
SOMETHING WE LEARNED EARLY ON,
PEOPLE LIKE YOUTUBE WHEN THEY
COME TO THE SEARCH BAR THEY
OFTEN CAN'T TELL YOU WHAT THEY
ARE SEARCHING FOR.
SOMETIMES PEOPLE SEARCH FOR
JUSTIN BIEBER.
THERE ARE LOTS OF TIMES THEY
REALLY WANT TO BE ENTERTAINED
AND WANT TO ENJOY THEMSELVES.
FOOD HAS A LOT OF ASPECTS OF
THAT.
PEOPLE AREN'T GOING TO COME IN
AND TELL YOU WHAT SORT OF FOODS
YOU LOVE.
YOU ARE NOT GOING TO SAY I LOVE
COFFEE AS YOUR FIRST QUERY.
IT IS HARD TO EXPRESS WHAT YOUR
UNIQUE TASTES AND PASSIONS ARE.
WE TRIED TO FIND A PLACE WHERE
VISUAL DISCOVERY IS A KEY PART
OF THAT.
THIS USER ACTUALLY KNOWS QUITE A
LOT ABOUT COFFEE.
THEY MAY KNOW THE DIFFERENCE
BETWEEN BLUE BOTTLE AND
(INDISCERNIBLE).
WE TRY TO COVER WHAT MAKES
PLACES UNIQUE AND INTERESTING.
IF YOU THINK ABOUT A
NEIGHBORHOOD LIKE THE MISSION
DISTRICT IN SAN FRANCISCO, IT
FEELS VERY DIFFERENT THAN OTHER
NEIGHBORHOODS.
SAN FRANCISCO IT FEELS DIFFERENT
THAN A NEIGHBORHOOD IN L.A.
BEING ABLE TO SHOW THE
RESTAURANTS AND THE TASTE MAKERS
ENCAPSULATING AN AREA NEAR YOU
OR THAT YOU ARE TRAVELING TO.
THE LAST PART I WILL LAND ON,
TOO, ONE OF THE THINGS THAT IS
UNIQUE ABOUT FOOD IS THE CONCEPT
OF AUTHENTICITY.
WE HAVE THIS IDEA WE ARE WORKING
WITH CHEFS WE WANT TO UNDER AND
THEIR CRAFT.
WHEN YOU ARE TALKING ABOUT
SOMEONE WHO HAS RUN A MISSION
DISTRICT FOR 15, 20-YEARS, THEY
UNDERSTAND WHAT MAKES THAT
COMMUNITY EXPERIENCE REALLY TICK
EVEN IN A WAY THEY COULDN'T TELL
YOU.
PEOPLE LOOKING FOR IN AN ONLINE
EXPERIENCE IS LAYERS TO THEM.
FOOD NETWORK CAN FILTER THROUGH
AND TELL YOU ABOUT STORIES AND
EXPERIENCES.
THERE ARE LIMITS TO UNDERSTAND
IT THERE.
ONE OF THE GOALS IN BUILDING
TECH STARTUPS AND PEOPLE
EXPRESSING THEMSELVES YOU CAN
HEAR FROM AUTHENTIC VOICES OF
WHAT REALLY MAKES PEOPLE'S LIVES
AND HOW THEY GOT INVOLVED IN THE
HOBBIES AND PASSIONS THEY SHARE.
HOPEFULLY EVERYTHING WITHER
DOING LAST YEAR IS DEMONSTRATED,
YOU CAN SEE THE LIVE VIDEO
TAKING OFF.
IT IS PUSHING US ALL IN THIS
COMMUNITY TO HAVE DIFFERENT
EXPERIENCES TO EXPRESS.
GREAT, THANK YOU.
(APPLAUSE)
- THANK YOU.
THANK YOU VERY MUCH.
NOW WE WILL GO FROM DISCOVERY
THROUGH DIGITAL AND SOCIAL MEDIA
TO THE WORLD OF REALLY THINKING
ABOUT TRANSPARENCY ONE OF THE
THEMES OF THE COURSE.
OUR NEXT SPEAKER IS AN
ENTREPRENEUR FROM ISRAEL WHO I
MET A NUMBER OF YEARS AGO.
HE WALKED INTO MY OFFICE WITH A
BIG IDEA THAT HE COULD SCAN ANY
PIECE OF FOOD AND TELL ME WHAT
IT WAS WHAT THE NUTRITIVE
CONTENT WAS AND RECOGNIZE IT.
HE KIND OF SHOWED ME A NAP CAN
ORIGINALLY AND I SAID WHY DON'T
YOU COME UP WHEN YOU HAVE
SOMETHING THAT WORKS.
LO AND BEHOLD HERE IT IS TODAY.
GEORGE SHARON FROM CONSUMER
PHYSICS.
- HI EVERYBODY.
THANK YOU, WILL.
WE ARE GOING TO START OFF WITH A
VIDEO AND TAKE IT FROM THERE.
HOPEFULLY YOU WILL ALSO HEAR THE
SOUND.
SEE IF THIS WORKS.
- TECHNOLOGY AT OTHER FINGER
TIPS CAN HELP US DO AMAZING
THINGS.
IT CAN HELP US NAVIGATE THE
WORLD, KNOW WHAT RESTAURANT TO
BOOK TONIGHT OR KNOW WHAT SONG
IS PLAYING ON THE RADIO.
WHEN IT COMES TO THE ACTUAL
STUFF AROUND US IF YOU ARE NOT
SURE OR JUST DON'T KNOW, YOU ARE
ON YOUR OWN.
CIO IS THE FIRST MOLECULAR
CENSOR THAT FITS IN THE PALM OF
YOUR HANDS.
IT SCANS THE FINGER PRINT OF AN
OBJECT AND GIVES RELEVANT
INFORMATION ABOUT THE CHEMICAL
MAKEUP.
YOU CAN USE THIS TO LOG THE
CHEMICAL FINGER PRINT, REPORT IT
AND SHARE IT WITH YOUR FRIENDS.
IMAGINE IF THERE WAS A WAY TO
KNOW WHICH WATERMELON IS
SWEETER?
WHEN IT THAT AVOCADO GOING TO
RIPEN?
HOW MANY CALORIES, CARBS OR
PROTEINS ARE IN THAT SHAKE?
HOW ARE YOUR PLANTS DOING?
WHAT WAS IN THE PILLS YOU WERE
TAKING.
IMAGINE IF THERE WAS A WAY TO
KNOW THE CHEMICAL MAKEUP OF
EVERYTHING YOU COME IN CONTACT
WITH.
THE APPLICATIONS ARE ENDLESS.
SCIO USES A SPECTROMETER WHICH
ABSORBS LIGHT REFLECTED BACK
FROM AN OBJECT AND BREAKS IT
DOWN INTO A SPECTRUM.
IT IS SENT TO THE CLOUD FOR
ANALYSIS AND ALGORITHM SENDS
BACK TO YOUR OWN IN REAL TIME.
SPECTROMETERS ARE USED IN LABS
AROUND THE WORLD BUT THEY ARE
TOO LARGE AND EXPENSIVE FOR
EVERY DAY USE.
SCIO IS A TINY SPECTROMETER THAT
CAN BE MASS PRODUCED AT LOW
COST.
WHAT IS EXCITING ABOUT IT, IT
EMPOWERS US ALL TO EXPLORE NEW
FRONTIERS.
YOU HAVE TO FOLLOW YOUR
CURIOSITY.
YOU ARE HELPING MAKE THE FIRST
DATA BASE OF MATTER THAT HAS
TREMENDOUS IMPLICATIONS FOR
RESEARCH, MEDICINE, FOR
EDUCATION AND FOR OUR FOOD
SYSTEM AND ENVIRONMENT.
YOU CAN GET OUR DEVELOPMENT KIT
AND BUILD APPLICATIONS OF YOUR
OWN.
JOIN THE JOURNEY.
GET YOUR OWN SCIO.
EXPLORE MORE.
- I WALKED INTO WILL'S OFFICE
AND I HAD AN IDEA.
SIX YEARS LATER.
AS YOU CAN IMAGINE WITH THIS
LITTLE CENSOR, AT SOME POINT I
FOUND MYSELF ACTUALLY FOR SIX
MONTHS TOTALLY OBSESSED WITH
BASICALLY CHEESE.
THE REASON I WAS OBSESSED WITH
CHEESE IS WE WERE GOING AROUND
WITH THIS LITTLE CENSOR AROUND
THE WORLD COLLECTING CHEESE DATA
FROM CHINA TO EUROPE TO THE
UNITED STATES.
YOU CAN ASK WILL, I WOULD GET
OFF OF A PLANE, GO TO THE
NEAREST SUPERMARKET, BUY A PIECE
OF CHEESE AND START TESTING IT
AND SHOWING OFF TO PARTNERS,
INVESTORS, POTENTIAL CUSTOMERS,
ET CETERA, I AM HAPPY TO REPORT
THAT BERKELEY CHEESE USUALLY IS
ADVERTISED EVEN THE LO HE CAN
CAL ONES.
WE ARE ENABLED THREE KEY TRENDS
THAT YOU ARE NATIVES OF, THE
SMARTPHONE THE SECOND IS THE JOB
THE THIRD IS MINIATURIZED
OBJECTS.
THE LESS OF A TENDENCY TO THINK
ABOUT.
ALL OF THE INSTAGRAM PHOTOS THE
VIDEOS YOU DO ONLINE IS FUELED
BY YOUR SMARTPHONE CAMERAS.
THE SMARTPHONE CAMERAS, NOW
THERE ARE DUAL CAMERAS IN THE
LATEST PHONES.
YOU THINK OF 1.5 BILLION
SMARTPHONES MADE A YEAR, THAT
MEANS AT LEAST 3 BILLION CAMERAS
MADE A YEAR.
SO THERE'S AN EXPLOSION IN
MICRO-OPTICS.
WE SAW THAT WHEN WE STARTED THE
COMPANY.
THAT ENABLED US TO LEVERAGE
THAT.
I HAVE ELECTRICAL ENGINEERING
AND MBA.
MY PARTNER IS IN PHYSICS AND
OPTICS.
TOGETHER WE CAN LOOK AT WHERE
THIS ECOSYSTEM IS HEADING AND
START THE COMPANY WHICH WAS A
PIECE OF PAPER SIX YEARS AGO.
THERE ARE MULTIPLE INDUSTRIES
THIS CAN BE APPLIED.
I AM GOING TO TALK ABOUT FOOD
TODAY.
IT IS A VERY NATURAL APPLICATION
FOR TECHNOLOGY BECAUSE
(INDISCERNIBLE) WHICH IS WHAT
THIS IS.
IT IS CONNECTED TO THE CLOUD.
IT IS ACTUALLY SOMETHING THAT IS
USED IN LABORATORIES EVERY DAY
ALL AROUND THE FOOD SYSTEM.
IT IS SOMETHING I AM SURE SEEMS
IMPOSSIBLE.
IT EXISTS IN FOODS IN YOUR LABS,
IT MEASURES DAIRY, MEASURES
MEAT, MEASURES OILS, GRAINS.
EVERYTHING WE EAT AT SOME POINT
GOES THROUGH A QUALITY CONTROL
SYSTEM AND IT IS MEASURED BY
THESE INFRA-RED SPECTROMETERS.
IT IS NOT THE ONLY TYPE BUT
OTHERS COST ANYWHERE BETWEEN 20
TO $100,000.
THE ORIGINAL WAS THAT AFTER 9-11
IN 2001 THERE WAS ANTHRAX SCARE
IN CONGRESS.
THEY PUT A LOT OF MONEY INTO
MINIATURIZING THE SPECTROMETERS.
IN 06 A HAND-HELD COST 80 TO
$100,000.
IT IS NOT CONSUMER GRADE.
NOTHING SOMETHING YOU CAN DEPLOY
MASSIVELY AND START GATHERING
DATA.
SIMILAR TO THE COMPUTER, WE ARE
ALL FORTUNATE ENOUGH TO ENJOY.
WE HOPE IT WILL HAPPEN WITH
SPECTROMETERS.
THE SMARTPHONES HAPPENED AND
EXPLODED.
WE STARTED THE COMPANY AROUND
HERE WHEN IT JUST STARTED TO
EXPLODE.
SINCE THEN THE REST IS HISTORY.
YOU ARE ALL BASICALLY SNAPPING
PHOTOS, SHARING FOODS WITH THE
SMART CONTENT.
WHEN WE STARTED THE COMPANY THE
CONCEPT OF SOMEBODY TAKING A
CAMERA, AND I THINK YOU AND I
HAD THIS CONVERSATION, WILL
PEOPLE BE SCARED ADD PUT ON THE
SPOT FOR TAKING OUT A CELL PHONE
AND TAKING A PHOTO OF FOOD?
WILL CONSUMERS EVER ADAPT -- YOU
ARE LAUGHING.
I CAN TELL YOU THAT'S ONE OF MY
FIRST SLIDES, DOES A COMPANY
THAT IS THINKING OF DOING THIS,
BUT WE THINK THAT WILL HAPPEN,
AND AGAIN, YOU THINK OF HOW MUCH
IT HAS CHANGED IN THE PAST FIVE,
SIX YEARS.
IT IS INCREDIBLE.
BEYOND YOUR SMARTPHONE THERE'S
SENSORS THAT WILL BE CONNECTED
TO THE CLOUD OVER THE NEXT FEW
YEARS.
OUR PLAN IS FOR THIS CENSOR TO
BE ONE OF THE NEXT ONES.
THE WAY IT WORKS, IT ALL
CONNECTS VIA BLUE TOOTH OR
SMARTPHONE RELAID TO THE CROWD,
THE ENTIRE SCAN TIME WITH A
SMARTPHONE IS LESS THAN 3
SECONDS.
WHAT I AM GOING TO SHOW YOU NOW
IS ANOTHER VIDEO OF SOMETHING WE
LAUNCHED NOT EVEN 8 WEEKS AGO.
CAN WE GO BACK TO THE YOUTUBE?
- WE HAVE BEEN WORKING
DILIGENTLY TO MINIATURIZE IT
NOW.
8 WEEKS AGO WE SHOWED IT INSIDE
THE PHONE.
YOU CAN SEE THIS BEING
INTEGRATED INSIDE YOUR PHONE.
SEE IF I CAN FIND IT.
- REMEMBER HOW EXCITING A NEW
PHONE USED TO BE?
SMARTPHONES KEEP GETTING BETTER.
BETTER ISN'T GOOD ENOUGH.
WE WANT A PHONE WITH THE POWER
TO CHANGE THE WAY WE LIVE.
INTRODUCING THE CHANGHONG H2.
IT CAN SCAN AND ANALYZE PHYSICAL
OBJECTS.
THE H2 MERELY CENSOR ABSORBS
LIGHTS REFLECTED BACK BREAKS IT
DOWN INTO A SPECTRUM AND
ANALYZES IT TO DETERMINE THE
CHECK CAL MAKEUP.
EVERY OBJECT HAS A UNIQUE
MOLECULAR FINGER PRINT.
IT IS THE ONLY PHONE THAT CAN
READ IT.
IT BRINGS THE POWER OF
LABORATORY SCIENCE TO EVERY DAY
REVEALING A WORLD OF INFORMATION
NEVER ACCESSED BEFORE.
FROM READING FOOD OFF THE SHELF
TO BIO METRICS OF YOUR BICEPS.
IT GIVES US THE ABILITY TO
DISCOVER MORE.
NOW YOUR PHONE CAN VERIFY A
PRODUCT'S AUTHENTICITY AND WARN
YOU IF SOMETHING IS NOT RIGHT.
THE BRAND NEW WAY TO EXPERIENCE
THE WORLD AND ALL WHAT IT HAS TO
OFFER.
IMAGINE A FUTURE WHERE A PHONE
CAN SCAN YOUR SKIN OR BRING A
REAL WORLD INTO A VIRTUAL GIG.
FINGERPRINT CENSOR, HD DISPLAY,
ALL METAL AIRCRAFT GRADE
ALUMINUM TRAY AND MOLECULAR
CENSOR.
IT GIVES US A REASON TO BE
EXCITED AGAIN.
THE CHANGHONG H2.
EXCITING IS BACK.
- THIS WAS LESS THAN 8 WEEKS
OLD.
THIS WILL BE AVAILABLE IN IT
CHINA MIDDLE OF THE YEAR END OF
THE YEAR IN THE UNITED STATES.
YOU CAN IMAGINE WHERE THIS
EVENTUALLY WILL BE GOING.
I WILL SAY ONE FINAL WORD ABOUT
WHERE THIS IS APPLIED.
MORE IN THE FOOD CHAIN.
WE LAUNCHED THE PRODUCT ON KICK
STARTER.
WE LAUNCHED IT ON KICK STARTER
IT WAS THE NUMBER 15 MOST
SUCCESSFUL PRODUCTS.
THROUGH THAT WE STARTED A
MOVEMENT OF DEVELOPERS.
WE SHIP NOW OVER 3,000 DEVELOPER
KITS.
WE HAVE A MOVEMENT OF DEVELOPERS
THAT HAS -- GAVE US A LOT OF
IDEAS, BUT B, BROUGHT FORTH A
LOT OF THESE -- THE WAY WE
LEARNED ABOUT THE INDUSTRY.
IT IS VERY SMART ENGINEERED AND
SCIENTISTS USED IN A LAB EVERY
DAY.
THEY WERE SUPER EXCITED ABOUT
THIS AND THEY CALLED US UP AND
SAID WE WOULD LIKE TO PLAY WITH
IT.
WE SAID OKAY YOU CAN PLAY WITH
IT THEN THEY CALLED US BACK
ABOUT A YEAR LATER AND SAID WE
HAVE PLAYED WITH IT IN THE LAB,
THERE ARE WAYS FOR YOU TO IMPACT
THE FOOD SUPPLY CHAIN BY PUSHING
THIS FROM THE LAB OUT INTO THE
FIELD.
I THINK IN THE NEXT TWO YEARS WE
WILL SEE MASSIVE ADOPTION OF
THIS BY THE FARMING COMMUNITY
FIRST AND DOWN THE SUPPLY CHAIN.
THANKS A LOT EVERYBODY.
- CAN YOU STILL BY THAT ON KICK
STARTER ONLINE?
SCAN YOUR STRAWBERRIES FOR
SWEETNESS.
OUR FINAL GUEST SPEAKER THIS
EVENING IS KEVIN BROWN.
KEVIN IS ALSO A TECHNOLOGIST, A
HAAS GRAD AND DECIDED IN THIS
CHAPTER OF HIS CAREER TO FOCUS
ON ONE OF HIS AREAS OF PASSION,
FOOD.
AND KEVIN CO-FOUNDED A COMPANY
CALLED INNIT, WHICH IS LOOKING
TO CONNECT OUR KITCHENS AND MAKE
THEM SMART.
WITHOUT FURTHER ADIEU, KEVIN
BROWN.
ARE YOU READY?
- YEAH, LET'S GO.
- THANK YOU.
- THANK YOU.
(APPLAUSE)
ALWAYS GREAT TO BE HERE.
I AM AN UNDERGRAD ECON IN 90
FROM BERKELEY AND MBA IN 96.
I WAS ON THE BUILDING COMMITTEE
FOR THIS BUILDING WHEN IT WAS
COMING UP.
I AM REALLY PASSIONATE ABOUT
WHAT'S HAPPENING AT HAAS IN
GENERAL, BUT SPECIFICALLY WHAT'S
HAPPENING IN FOOD AND THE KIND
OF COMMUNITY THAT IS COMING
TOGETHER HERE, THE FACULTY
RESOURCES, WHAT WILL HAS BEEN
DOING, AMMAR O'NEIL IS HERE, SHE
IS ONE OF THE PROFESSORS WHO I
HAVE KNOWN FOR YEARS.
SHE IS HELPING OUR COMPANY.
JUST THE RELATIONSHIPS THAT YOU
BUILD HERE ARE GOING TO CONTINUE
TO SPAN AND NOW 20 PLUS YEARS,
SOME OF THE PEOPLE WE KNOW.
REALLY TAKE IT SERIOUSLY.
THIS IS A PRETTY EXCITING TIME
IN GENERAL TO BE AT HAAS OR BE
INNOVATING IN THIS AREA.
PARTICULARLY FOR FOOD THIS IS A
MASSIVE WAVE OF CHANGE THAT'S
COMING.
INTERESTING TO SEE HOW THE
TRENDS WE ARE LOOKING AT ARE ALL
GOING TO ADD TOGETHER INTO
SOMETHING.
I WILL DRAW A COUPLE OF
CONNECTIONS THERE.
THINK OF YOUR LIFE.
IF YOU HAVE BEEN AROUND A LITTLE
LONGER YOU USED TO DRIVE AROUND
WITH PAPER MAPS.
EVERY PART OF YOUR LIFE IS
DIGITIZED.
MUSIC IS DIGITIZED, MOVIES,
PHOTOGRAPHY, TAXI CABS.
YOUR CAR IS ABOUT TO DRIVE
ITSELF.
I KNOW THE WAY TO BERKELEY.
I HAVE LIVED IN THE BAY AREA MY
WHOLE LIFE BUT WHEN I DRIVE HERE
I TURN ON WAYZ.
WHY?
BECAUSE NOW I HAVE HUNDREDS OF
THOUSANDS OF SENSORS IN A SUPER
COMPUTER THAT IS WATCHING OUT
FOR WHATEVER IS GOING ON AND IT
SHAVED 8 MINUTES OFF OF MY TRIP
TODAY BECAUSE THIS IS WHAT'S
GOING TO HAPPEN WITH EVERYTHING.
EVERYTHING IS BECOMING DIGITIZED
AND YOU CAN APPLY ALGORITHMS AND
CREATE CAPABILITIES.
THE WORLD'S BIGGEST MARKET, FOOD
IS AT $21 TRILLION.
ONLY ABOUT 0.14 PERCENT OF THAT
MARKET GOES INTO INCLINATION.
THERE'S A LOT OF INEFFICIENCY
AND CHALLENGES.
IF YOU LOOK AT CHALLENGES AROUND
HEALTH, FOOD WASTE, ECONOMIC
IMPACT AS WE HAVE HEARD.
THEY ARE MASSIVE.
IF YOU WANT TO LOOK FOR
SOMEWHERE TO MAKE A DIFFERENCE
IN THE WORLD THIS IS ONE OF THE
PLACES WHERE YOU CAN HELP PEOPLE
ALONG MANY DIFFERENT AXES.
THERE'S A LOT OF WORK TO BE
DONE.
I MENTIONED FOOD WASTE.
THE AVERAGE FAMILY WASTES 1500 A
YEAR IN FOOD FOR VARIOUS
REASONS.
IF FOOD WASTE WAS A COUNTRY, IT
WOULD BE NUMBER 3 IN GREENHOUSE
GAS EMISSIONS.
THINK ABOUT THAT.
THESE ARE BIG PROBLEMS BECAUSE
OF INEFFICIENCIES AND LACK OF
TRANSPARENCY AND LACK OF TOOLS.
FOR THE CONSUMER YOU BYE-BYE A
BUNCH OF THINGS, A BUNCH OF
GREAT VEGETABLES YOU BRING THEM
HOME YOU THINK YOU ARE GOING TO
USE THEM.
YOU GET BUSY, YOU ORDER IN
ANOTHER NIGHT AND SOON YOU ARE
WALKING UP TO THE TRASH AND
DROPPING THEM IN.
YOU FEEL LIKE CRAP.
YOU FEEL LIKE YOU FAILED.
YOU JUST WASTED $12 ON EXPENSIVE
ORGANIC PRODUCE.
YOU COULD HAVE DONE SOMETHING
WITH THAT OR IF YOU HAD BEEN
TRACKING THAT OR HAD SOME HELP
WITH THAT MAYBE YOU COULD HAVE
TURNED THAT INTO A DELICIOUS
DINNER AND HAD A VERY DIFFERENT
OUTCOME.
SUM THAT UP ACROSS BILLIONS OF
PEOPLE AND THERE'S A HUGE
OPPORTUNITY THAT PEOPLE CAN DEAL
WITH THE FOOD IN MUCH SMARTER
WAYS.
AS YOU SAW FROM SCIO WHO IS
DOING TREMENDOUS WORK IN NEXT
GENERATION SENSORS.
WE HAVE AN OPPORTUNITY WHERE WE
ARE GOING TO BE ABLE TO LISTEN
TO OUR FOOD.
I CO-FOUNDED THE COMPANY WITH
THE FORMER CEO OF NESTLE AND
UNILEVER IN MULTIPLE PARTS OF
THE WORLD.
TREMENDOUS VISIONARY FROM THE
FOOD INDUSTRY.
HE WOULD HAVE HUNDREDS OF
FACTORIES WORKING WITH HIM.
EVERY COFFEE BEAN GOING INTO AN
ESPRESSO, THEY KNOW WHERE IT
CAME FROM AND THEY KNOW THE
CHEMICAL MAKEUP.
EVERY CARROT AT PF CHANGES IS
COOKED 2 MINUS 3 MINUTES SO IT
IS PERFECT AS IS ANY OTHER
INGREDIENT.
THERE'S SO MUCH PRECISION WHEN
YOU ARE DOING THIS, THEY HAVE SO
MUCH INFORMATION IT IS
TREMENDOUSLY IMPACTFUL IN TERMS
OF REDUCING WASTE IN TERMS OF
USING THINGS IN THE BEST WAY, IN
TERMS OF GETTING A GREAT OUTCOME
WHEN YOU ARE COOKING IT.
WHAT HAPPENS WITH US AS
CONSUMERS IT IS LIKE DRIVING
WITH A PAPER MAP.
WE GET LOST.
THERE ARE NO DIGITAL TOOLS TO
HELP US WITH HOW TO YOU PLAN,
SHOP, PREPARE, COOK FOOD.
YOU ARE ON YOUR OWN.
THERE'S A LOT OF STUFF THAT CAN
GO WRONG IN EACH OF THOSE
STAGES.
AS A RESULT TODAY THAT FRICTION
EVERY OTHER PART OF YOUR LIFE
HAS GOTTEN EASIER.
TODAY THAT WHOLE FOOD JOURNEY
ENDING WITH YOU MAKING A GOOD
MEAL, PEOPLE ARE EATING OUT MORE
THAN THEY ARE EATING IN.
WITH A TREMENDOUS ECONOMIC
IMPACT, HEALTH IMPACT AND MANY
OTHER ASPECTS OF THAT.
WHAT IF WE COULD LISTEN TO OUR
FOOD?
TAKE THAT INFORMATION CONNECTED
TO YOUR KITCHEN, TO YOU, TO YOUR
SENSORS, TO YOUR WEARABLES, TO
ALL OF THAT AND EMPOWER EACH OF
US, ALL OF US TO HAVE THE SAME
CONVENIENCE WE HAVE WITH OTHER
PARTS OF OUR LIVES BUT WITH
FOOD.
LET'S TALK A LITTLE BIT ABOUT
HOW INDUSTRIES ARE BEING
TRANSFORMED AND DISRUPTED.
THINK OF THE SOCIAL PHOTOGRAPHY
PIECE I TALKED ABOUT, FACEBOOK.
THEY BUILT WHAT THEY CALL THE
SOCIAL GRAPH.
THESE ARE THE THINGS BETWEEN THE
DIFFERENT FRIENDS AND THUMBS UP
AND ALL OF THAT DATA.
THEY USE THAT TO FIGURE OUT
WHICH CAT VIDEO TO SHOW YOU
RIGHT NOW ON YOUR NEWS FEED,
WHICH ONE OF YOUR FRIEND'S
BIRTHDAY PICTURES IS TRENDING.
THEY ARE TAKING THAT COMPLEX
CITY AND BRINGING IT TO
SOMETHING SIMPLE.
WHAT DO THEY USE?
WHAT IS THOSE FEW LITTLE THINGS
THEY CAN SHOW YOU TO MAKE YOUR
DAY A LITTLE BIT MORE
INTERESTING?
LIKE WIDE, GOOGLE HAS MAPPED ALL
OF THE LINKS ON THE WEB AND HAS
ESSENTIALLY PUT ALL OF THAT
TOGETHER AND LOOKED AT ALL OF
THE SEARCHS DID IT LOOK LIKE YOU
FOUND WHAT YOU WANTED OR DIDN'T.
THEY HAVE A TREMENDOUS AMOUNT OF
COMPLEX CITY THEY TURNED IT INTO
WHAT ARE THE TOP FEW PAGES THEY
SHOULD SHOW YOU OUT OF THE
MILLION THAT ARE OUT THERE.
AGAIN IT IS THE KNOWLEDGE GRAPH,
LIKEWISE WHETHER IT IS UBER, YOU
LOOK AT HOW THEY ARE TRACKING
ALL OF THE GEOGRAPHIC LOCATION
OF DRIVERS AND RIDERS.
THESE ARE ALL AT THE ENGINES
UNDERNEATH THAT YOU CAN
TRANSFORM INDUSTRIES WITH.
WHAT WE ARE BUILDING IS THE FOOD
GRAPH.
IF YOU LOOK AT FOOD IS PRETTY
COMPLICATED.
WE TOOK A LITTLE SNAPSHOT OF OUR
BACK END ENGINE TO GIVE YOU A
SENSE.
YOU GO FROM CHICKEN, THERE'S
DIFFERENT PARTS OF CHICKEN TO
DIFFERENT STATES OF IT IS IT
FROZEN, REFRIGERATED, PACKAGED,
RAW, YOU HAVE DIFFERENT UPC
CODES FOR ITEMS YOU BOUGHT.
YOU HAVE ALLERGIES AND RECIPES
AND NUTRITION.
FOOD IS COMPLICATED.
WHY HASN'T IT BEEN DIGITIZED?
YOU HAVE TO GET ALL OF THAT AND
PUT IT INTO AN ENGINE THAT CAN
MAKE SENSE OF ALL OF IT SO YOU
CAN GO FROM I HAVE GOT THIS
PIECE OF FOOD IN MY FRIDGE TO
WHAT'S IN DINNER HOW DO I
COMBINE THAT WITH DIFFERENT
THINGS AND SUGGEST WHAT'S FOR
DINNER TO HELPING ME PREPARE IT
BY PULLING THE RIGHT VIDEOS AND
THE RIGHT CONTENT TO HOW DO I
SEND THAT TO MY SMART OVEN IN
ONE CLICK.
EVERY CHICKEN IS DIFFERENT AND
EVERY OVEN IS DIFFERENT.
EVERY RECIPE IN THE WORLD IS
WRONG.
IF YOU EVER TRIED TO COOK A
CHICKEN YOU GET IT WRONG.
SOMETIMES YOU GET CHICKEN SUSHI
OR SHOE LEATHER.
PEOPLE BECOME RISK AVERSE.
IF YOU LOOK AT THIS KIND OF
DATA, IF YOU CAN HAVE ALL OF
THIS DATA AVAILABLE AND PIPE
THAT IN AND MAKE YOUR KITCHEN,
MAKE ALL OF THE WAYS YOU
INTERACT WITH FOOD SMARTER WITH
THE FOOD ITSELF.
WHAT IF YOU CAN CONNECT THE FOOD
TO THE KITCHEN?
PEOPLE ARE CONNECTING THINGS TO
THINGS.
YOU CAN CONNECT YOUR DOORBELL TO
YOUR TEA KETTLE.
THAT'S GREAT.
IF YOU LOOK AT ALL OF THE
KITCHEN APPLIANCES COMING OUT,
THIS YEAR, NEXT YEAR THEY ARE
COMING WITH WI-FI REMOTE
CONTROL.
THE ONLY THING YOU CAN DO IS
PREHEAT FROM THE COUCH.
IT IS NOT SUPER USEFUL BUT IF
YOUR CHICKEN CAN TALK TO YOUR
OVEN, YOU CAN START TO HAVE A
REAL CONVERSATION AND LISTEN.
AS YOU GET MORE SENSORS LIKE
SPECTRONOMY, FOR EXAMPLE,
THERE'S TEMPERATURES, THERE'S
WEIGHT, THERE'S HUMIDITY,
THERE'S MANY VARIABLES.
IF YOU LISTEN TO THE FOOD YOU
CAN DIGITALIZE THAT AND CHANGE
HOW THAT OVEN OR THAT
REFRIGERATOR OR THAT RETAIL
PROCESS WORKS, THIS IS CONNECTED
FOOD.
SO WHAT IF YOUR FOOD COULD TELL
YOU, USE ME NOW?
I KNOW YOU BOUGHT ME ABOUT
FOUR-DAYS AGO AND IT'S TIME.
BY THE WAY HERE'S A RECIPE YOU
CAN USE.
YOU BOUGHT THE YOGURT BECAUSE
YOU WANTED IT FOR BREAKFAST.
YOU HAVEN'T USED IT YET.
MAYBE YOU COULD MAKE A GRACE
SAUCE, YOU HAVE TANDOORI SPICE,
LEFTOVER CHICKEN AND SQUASH.
A LITTLE BIT OF DIGITAL
INSPIRATION CAN USE THE
RESOURCES YOU HAVE AND BRING IT
TOGETHER.
YOU ARE GOING TO SEE ACROSS THE
ENTIRE FOOD ECOSYSTEM, CONNECTED
FOOD REALLY WHETHER IT IS THE
FOOD TALKING IN THE PACKAGE AND
TELLING YOU IT'S GOT ANOTHER
THREE-DAYS TO LIVE.
WHETHER IT IS THE RETAILERS.
YOU HEARD A LITTLE BIT ABOUT
DYNAMIC PRICING, HOW DO YOU SELL
AND MANAGE THAT FOOD WHETHER IT
IS YOUR CHICKEN APPLIANCES, ONE
OF THE THINGS WE HAD TO DO WAS
PROTOTYPE AND BUILD SOME OF THIS
STUFF AND BRING IT TO LIFE.
WE WANTED TO SOLVE KEY CONSUMER
QUESTIONS LIKE WHAT'S FOR
DINNER?
WHAT'S IN MY FRIDGE?
HOW DO I PREPARE IT?
HOW DO I COOK IT?
WE HAVE BUILT AN OPERATING
SYSTEM FOR FOOD.
WE HAVE ROLLED THAT OUT INTO
SMART APPLIANCES IN THE SMART
KITCHEN.
THEY ARE MAKING SMART OVENS FOR
EXAMPLE.
THE REFRIGERATOR MANUFACTURERS
ARE PUTTING CAMERAS IN TO START
IDENTIFY FOODS JUST BY SEEING
IT.
WE ARE TYING IN.
WE HAVE ACQUIRED A COMPANY LAST
WEEK CALLED SHOP WELL THAT HAS
BEEN DOWNLOADED OVER 2 MILLION
TIMES.
THEY HELPED YOU PREPARE FOODS
WITH NUTRITIONALIZED FOOD.
YOU CAN TAKE THAT INFORMATION
AND LOAD THAT IN AND NOW WHEN
YOU GET HOME OR EVEN WHEN YOU
ARE LOADING THE BAGS INTO THE
BACK OF YOUR CAR YOUR GROCERY
BASKET CAN TELL YOU WHAT'S FOR
DINNER AND TELL YOU STEP BY STEP
HOW YOU DO THAT.
YOU PUSH THE BUTTON AND IT IS A
RECIPE IN YOUR OVEN.
HOW DO YOU DO THAT EVERY DAY SO
YOU CAN BE MORE SUCCESSFUL IN
THE KITCHEN.
THIS IS EMBLEMATIC OF EVERY
INDUSTRY.
LOOK AT THE AUTOMOBILE INDUSTRY.
THEY ARE FIGURING OUT HOW TO DIG
TIES CARS TO MAKE THEM DRIVE
THEMSELVES.
YOU LOOK AT FOLKS THAT ARE IN
MANUFACTURING.
THE INTERNET IS CHANGING EVERY
ONE OF THESE INDUSTRIES.
FOR EVERYONE HERE UNDERSTANDING
HOW THE SYSTEMS WORK,
UNDERSTANDING THE WAY THE
CHANGES ARE HAPPENING.
THERE'S A LOT OF ANALOGIES IF
YOU TAKE THE INDUSTRY YOU ARE
INTERESTED IN, FOR A LOT OF YOU
IT IS FOOD.
THERE ARE A LOT OF GREAT THINGS
HAPPENING.
THAT'S A LITTLE BIT OF WHAT WE
ARE DOING.
THERE WAS A TOPIC WILL BROUGHT
UP.
AN IMPORTANT ONE AS AN
ENTREPRENEUR.
YOU CAN DO SOMETHING GREAT BUT
IF YOU DON'T DO IT IN A WAY
WHERE YOU PROTECT IT AND
EVERYBODY ELSE IS CUTTING IN AND
COPYING IT.
YOU COME UP WITH A GREAT IDEA
YOU CAN'T TURN IT INTO SOMETHING
AND YOU CAN'T GET AN INVEST AM
AGAINST -- INVESTMENT AGAINST
IT.
SOMETIMES YOU GET A PATENT,
SOMETIMES YOU GET TECHNOLOGY
THAT IS TOO HARD FOR SOMEONE
ELSE TO CATCH UP TO.
SOMETIMES IT IS A TEEN.
SOMETIMES IT IS A BRAND.
SOMETIMES IT IS PARTNERSHIPS YOU
HAVE LOCKED UP.
THIS IS ONE OF THE THINGS TO
TALK ABOUT.
IN THE BUSINESS SCHOOL YOU WILL
HAVE A CHANCE TO DIG INTO THIS
FROM A THEORY PERSPECTIVE.
THE IDEA IS THERE'S A LOT OF
WAYS AS YOU ARE BUILDING THESE
COUNTRIES THINK ABOUT WHAT YOU
ARE DOING THAT IS UNIQUE.
YOU SHOULD BE OUT SOURCING AND
TAKING THINGS THAT AREN'T UNIQUE
AND THINK ABOUT THE THINGS YOU
CAN DO BETTER AND UNIQUE AND
PROTECT THEM.
- THANK YOU.
- LET'S DO THIS IN THE INTEREST
OF TIME.
WHO HAS A TOUGH QUESTION.
WHO HEARD SOMETHING THAT WASN'T
EXACTLY -- OR NEEDS FURTHER
CLARIFICATION.
CAN YOU STAND UP.
TAKE THIS MIC.
DIRECT IT TO ONE OF OUR GUESTS
OR MORE.
- HI EVERYONE.
THANK YOU FOR COMING.
I WORK IN THE PPG INDUSTRY.
I KNOW HALF OF YOU HAVE MBA'S
AND HALF OF YOU DON'T.
FOR THOSE THAT HAVE YOUR MBA'S
HOW DO YOU THINK IT HELPED YOU
WITH YOUR FOOD STARTUPS AND FOR
THOSE WHO DON'T DO YOU THINK IT
IS NECESSARY AT THIS TIME.
- MEGAN WHY DON'T YOU START?
YOU GOT THE NEWEST MBA.
- I GRADUATED FROM THE EVENING
WEEKEND PROGRAM IN MAY.
LAST MAY.
I THINK I WENT INTO BUSINESS
SCHOOL AT HAAS WITH THE
INTENTION OF STARTING A COMPANY
AND LEVERAGING ALL OF THE
RESOURCES THAT ARE AVAILABLE TO
US AT HAAS IN DOING SO.
I THINK THE TOP THREE-WAYS THAT
IT HELPED, FIRST THE NETWORK OF
GREAT STUDENTS THAT YOU ARE
SURROUNDING WITH, MANY OF WHICH
WENT ON TO FOUND THEIR OWN
COMPANIES.
SECOND, BEING ABLE TO LEVERAGE
COURSES TO ACTUALLY WORK ON YOUR
COMPANY, SO THERE'S A GAZILLION
PROJECTS YOU WILL WORK ON IN
YOUR MBA.
HAVING A REAL LIFE COMPANY THAT
ACTUALLY USES THOSE PRODUCTS IS
INCREDIBLY INVALUABLE.
THIRD IS, YOU HAVE GOT THE
BROADER NETWORK OF HAAS AND
BERKELEY WHICH WHEN YOU ARE
LOOKING TO ACQUIRE YOUR FIRST
CUSTOMERS THAT'S ALWAYS A WARM,
SURE I WILL GIVE IT A TRY.
THAT OPENED A LOT OF DOORS FOR
US.
YOU GET FANTASTIC PROFESSORS
LIKE WILL WHO HAS BEEN THROUGH
THE JOURNEY OF BEING AN
ENTREPRENEUR AND STARTING A
COMPANY IN THE FOOD SYSTEM.
- ONE THING MEGAN DIDN'T
MENTION, SHE DIDN'T MENTION
WHICH IS IMPRESSIVE, SHE STARTED
OUT IN ONE BUSINESS AND PIVOTED
INTO ANOTHER BUSINESS INTO THAT
A -- ENDED UP ACQUIRING HER
COMPETITOR.
IN THE COURSE OF ALL THAT YOU
HAD TWO CHILDREN, TOO.
SHE HAD TWO CHILDREN AND A
COMPANY IN THE COURSE OF FOUR OR
FIVE YEARS.
PRETTY AMAZING ACCOMPLISHMENT.
AND THE YOUNGEST IS 2 MONTHS
OLD.
WHEN I INVITED HER HERE I DIDN'T
KNOW IF SHE WOULD BE ABLE TO GET
OUT OF THE HOUSE.
- THIS IS RELAXING.
- VIJAY WHAT WOULD YOU ADD?
- STARTING WITH THE NETWORK IS
SUPER IMPORTANT.
YOU GO INTO BUSINESS SCHOOL
KNOWING IT WILL BE TRUE AND YOU
THINK ABOUT IT BUT IT'S NOT
UNTIL AFTER YOU GRADUATE A
COUPLE YEARS AFTER YOU GRADUATED
YOU THINK, WOW, THE NETWORK IS
IMPORTANT.
THE EVENING WEEKEND CLASS ANDREW
(INAUDIBLE) HE WAS THINKING
ABOUT SOMETHING TOTALLY
DIFFERENT WHEN HE STARTED THE
PROGRAM.
IT HAS BEEN A JOURNEY.
GETTING TO KNOW PEOPLE ON THE
SAME JOURNEY AS YOU, BEING ABLE
TO SHARE NOT JUST ADVICE BUT THE
EMOTIONAL HIGHS AND LOWS OF
GOING THROUGH THOSE EXPERIENCES.
THERE'S A LOT OF ENTREPRENEURS
THAT DON'T HAVE MBA'S THEY ALSO
FIND GREAT NETWORK BUT I THINK
THERE'S SOMETHING ABOUT THE
PEOPLE YOU MEET YOU KNOW THEY
ARE AT THE DIFFERENT STAGES OF
THAT JOURNEY.
YOU ARE ABLE TO HAVE THE
EMOTIONAL CONNECTION TO THEM.
- ANYTHING YOU WANT TO ADD?
- YOU WOULD SAY I THINK ROLE
MODELS ARE IMPORTANT IN
EVERYBODY'S JOURNEY.
MY EXPERIENCE MY MBA GAVE ME
ROLE MODELS I COULD RELATE TO.
THAT IS SOMETHING THAT YOU CAN
ALWAYS GET AS YOU GO THROUGH
LIFE THE MBA GIVES YOU THE
ABILITY TO ACCESS DIFFERENT ROLE
MODELS.
THERE ARE MULTIPLE ONES.
THAT FOR ME REDUCED THE FEAR OF
ENTREPRENEUR SHIP WHICH I GUESS
IS VERY SEXY.
YOU HAVE BLOGS AND EVERYTHING IS
REALLY NICE, BUT WHEN I WENT TO
BUSINESS SCHOOL THERE WERE NO
BLOGS.
THERE WASN'T THAT PART.
AT LEAST FOR ME SEEING PEOPLE
WALK THE PATH INJURY DEUCES THE
FEAR FACTOR.
- GREAT.
WHO ELSE HAS A QUESTION?
- THIS QUESTION
IS FOR NICK.
AS SOMEBODY WHO FORMERLY MANAGED
A RESTAURANT I KNOW HOW MUCH
EFFICIENCY THERE IS WHEN YOU
REMOVE CASH.
HOW DO YOU RECONCILE THAT WITH
PROVIDING AFFORDABLE AND HEALTHY
FOOD FOR PEOPLE WHO DON'T HAVE
BANK ACCOUNTS AND CREDIT CARDS
AND RELY ON CASH TO EAT ON A
DAILY BASIS?
IS I THINK THERE'S A STAT 1 IN 3
BERKELEY STUDENTS ARE FOOD
INSECURE.
IT IS A RELEVANT TOPIC ON THIS
CAMPUS.
- THAT'S A GREAT QUESTION.
CHANGE IS THAT BIG FOR US
SOMETHING WE SPENT A YEAR, YEAR
AND A HALF TESTING IN SO MANY
DIFFERENT CITIES AND DIFFERENT
KINDS OF RESTAURANTS AND
DIFFERENT DEMOGRAPHICS.
FOR US THAT WAS A LAST MAJOR
CONCERN WE SPENT A LOT OF TIME
TRYING TO THINK ABOUT OF HOW WE
CAN OPTIMIZE FOR THAT AND SERVE
EVERY CUSTOMER.
FOR US AS WE THINK ABOUT HOW THE
MODEL IS GOING TO CONTINUE TO
EVOLVE TO SERVE EVERY CUSTOMER,
CASH WAS -- JUST TO GIVE YOU AN
EXAMPLE THE REASON WE TOOK OUT
CASH IT WASN'T JUST OPTIMIZATION
AND MAKING IT MORE EFFICIENT.
WHEN THERE'S NO CASH IN THE
RESTAURANT EMPLOYEES CAN'T GET
ROBBED WHICH HAPPENS QUITE A BIT
AT GUN POINT.
IT IS THE DIRTIEST THING IN THE
RESTAURANT.
THERE'S A LOT OF OTHER REASONS.
AS WE THOUGHT ABOUT THE UN
BANKED COMMUNITY IT IS SOMETHING
WE ARE CONSCIOUS ABOUT.
ONE OF THE THINGS WE HAVE TO
TEST IS THE MACHINES YOU CAN
INSTALL IN YOUR RESTAURANT YOU
CAN PUT CASH IN AND GET A GIFT
CARD OUT.
THE REALITY TODAY WHERE THE
EXISTING RESTAURANTS ARE IN A
YEAR OF TESTING WE GOT ALMOST NO
COMPLAINTS.
SOME PEOPLE WERE AGAINST THE
IDEA, IT DIDN'T STOP THEIR
TRANSACTION.
WE HAVE THE SOLUTION IN PLACE
WITH WHEN WE GO TO DIFFERENT
COMMUNITIES.
- REBECCA YOU HAD MENTIONED
SOMETHING ABOUT GENETICALLY
MODIFIED ORGANISMS IN YOUR
PRODUCT.
HOW IS THAT GOING TO PLAY OUT?
- IT IS NOT A GENETICALLY
MODIFIED PRODUCT IT IS A YEAST
STRAIN THAT IS MODIFIED THAT IS
OUR PLANT BLOOD.
(LAUGHTER)
- IT'S A SIMPLE ANSWER.
- IMAGINING ALICE TURNING AROUND
HERE.
- I THINK WHAT I KIND OF COME
BACK TO IS OUR STORY IS NOT THE
SAME STORY AS ALICE WATERS.
BUT THERE HAS TO BE SPACE FOR
BOTH OF THOSE NARRATIVES FOR A
FOOD SECURE FUTURE.
WE ARE A SCALEABLE SYSTEM.
WE ARE EFFICIENT.
WE ARE NOT LOCAL RIGHT NOW
NECESSARILY, WE ARE NOT ORGANIC,
BUT FINDING WAYS FOR PEOPLE TO
REDUCE THEIR FOOD FOOTPRINT EAT
LOWER ON THE FOOD CHENEY
SPECIALLY WHEN IT COMES TO MEAT
AND DAIRY THAT'S WHERE WE FIT
IN.
- IN TERMS OF THE PUBLIC
COMMUNICATION, DOES HAVING A
GENETICALLY MODIFIED PROCESS,
WILL THAT MANIFEST AS A LABEL?
IMAGINE WHEN I AM BUYING THIS IN
A SUPERMARKET WILL THAT NEED TO
BE LABELED OR WILL THAT BE
SOMETHING THE FDA IS GOING TO
KEEP --
- IT DEPENDS.
WE BEEN FOLLOWING THAT CLOSELY.
DEPENDS ON WHAT LEVEL OF YEAST
REMAINS IN THE PRODUCT.
THERE'S A LITTLE BIT OF YEAST
EXTRACT THAT IS IN THERE.
IF THERE'S A CERTAIN PERCENT I
DON'T KNOW IF WE HAVE TO LABEL
THAT.
IN TERMS OF PERCEPTION WE ARE
AGNOSTIC ABOUT GE AS A
TECHNOLOGY.
I DON'T KNOW THAT IT HAS REALLY
BEEN TOO MUCH OF AN ISSUE FOR
OUR CONSUMERS.
OUR MARKETING FOLKS WOULD KNOW
BETTER.
- WHO ELSE HAS A QUESTION?
OVER HERE.
- I ALSO HAVE A QUESTION FOR
NICK.
WHAT IF MCDONALDS AND BURGER
KING CALLED YOUR COMPANY
TOMORROW WHAT WOULD YOU SAY TO
THEM -- SORRY, NO THE NICK,
REBECCA.
SORRY REBECCA.
- EASY TO GET THEM CONFUSED,
YES.
- SO I AM HERE ON BEHALF OF OUR
CEO AND OUR LEADERSHIP.
I AM GOING TO DEFER THAT AS
WELL.
- YOU ARE GOING TO PUNT THAT
ONE?
- I THINK THEY WOULD PROBABLY
SAY SELL THE PRODUCT AS MUCH AS
POSSIBLE- THERE ARE
CONSIDERATIONS.
- WE KNOW IT IS ONLY SOLD RIGHT
NOW IN A COUPLE OF PLACES.
RIGHT HERE.
- THIS IS TO ALL OF YOU.
IF YOU COULD START A NEW
BUSINESS OR START UP TODAY IN
FOOD TECH THAT IS DIFFERENT THAN
WHAT YOU ARE CURRENTLY WORKING
ON WHAT WOULD IT BE?
- YOU EACH HAVE 12 SECONDS TO
START THAT QUESTION.
THEY ARE ALL PATH LOGICALLY
OPTIMISTIC ABOUT WHAT THEY ARE
DOING RIGHT NOW.
THEY ARE COMMITTED.
- I WOULD SAY THERE'S A LOT OF
EXCITING THINGS TO LEARN BIKE
THE MICROBIOME AND PERSONALIZED
NUTRITION AND THAT'S A SPACE I
WOULD SPEND A LOT OF TIME IN.
- I THINK THERE'S A LOT OF -- WE
HAVE HAD TO RECREATE THIS KIND
OF FRESH GRAB AND GO SUPPLY
CHAIN.
WHEN YOU WALK THE AISLES OF
WHOLE FOODS OR SAFE WAY THERE'S
NOT THAT MUCH VARIETY.
I HAVE NO DESIRE TO RUN A
KITCHEN AGAIN, BUT AT THE SAME
TIME THERE'S AN ACUTE NEED I SEE
FOR A BROADER SELECTION FOR
READY TO EAT, GRAB AND GO
HEALTHY OPTIONS WITH CLEAN
INGREDIENTS.
- AS YOU FOLLOW THIS TREND MORE
SENSORS, MORE CONNECTED THINGS,
MORE DATA THAT IS AVAILABLE.
ONE OF THE BIG QUESTIONS IS WHAT
DO YOU DO WITH ALL OF THAT.
THE ANSWER TO THAT IN MANY CASES
IS LIKE MACHINE LEARNING.
I WOULD LOOK AT WHERE CAN YOU
BUILD SYSTEMS THAT ARE LOOKING
AT SPECIFIC PROBLEMS OR PARTS OF
THAT EQUATION AND BRING THE
EXPERTS IN THAT KNOW WHAT THE
PROBLEMS ARE AND THEM IN A IN
YOU WAY AND POTENTIAL RETURNS
CAN BE QUITE LARGE.
- WHO WANTS TO HAVE THE LAST
QUESTION TONIGHT?
- ONE CONSEQUENCE FOR SO MUCH
DATA OR FOOD COULD BE REMOVING
IT FROM THE HUMAN ASPECT OF IT
ALL AND WITH SUCH A REGULATED
AND UNIFORM FOOD, HOW ARE YOU
GOING TO AVOID LOSING THE SOCIAL
ASPECT?
- KEVIN.
- I WILL START WITH THAT.
THERE MAY BE OTHERS.
IT'S A GREAT QUESTION.
THE QUESTION WAS WITH ALL OF
THIS DATA AND SO FORTH HOW DO WE
NOT LOSE THE HUMAN ASPECT OF
THIS.
THERE'S SO MUCH JOY AND SOCIAL
BENEFIT TO FOOD.
I THINK OF FOOD AS CONNECTIVE
NETWORK BETWEEN PEOPLE.
IT'S A WAY TO SHARE LOVE OR TO
WELCOME FOLKS INTO THE HOME.
THE PREPARATION OF IT AND BEING
PART OF THAT, ALL OF THAT REALLY
MATTERS TO US.
OUR GOAL IS NOT TO FIRE MOM AND
DAD OUT OF THE KITCHEN.
IT IS TO HELP THEM.
BRING THEM BACK.
TODAY THERE ARE SO MANY THINGS
THAT ARE HARD OR GO WRONG.
WHEN YOU BUY THE $30 PIECE OF
SALMON AND PUT IT IN THE OVEN
AND GET DISTRACTED AND COME BACK
AND YOU JUST MURDERED IT.
THAT'S A TOUGH EXPERIENCE, BUT
IT IS TOUGH ON A TUESDAY NIGHT
WHEN NOW YOU HAVE A DINNER
DISASTER AND THE KIDS ARE HUNGRY
AND THE SPOUSE IS GRUMPY.
PEOPLE NEED A LITTLE BIT OF
HELP.
BUT THERE'S PLENTY OF ROOM TO DO
THE SEASONINGS AND TO CHOP IT
AND WE WANT TO SHOW THEM UP
LEVEL THEIR SKILLS.
JUST LIKE WAYZ, YOU ARE STILL
DRIVING YOUR CAR.
FOR FOOD THERE WILL BE ROOM FOR
THE ARTISTIC AND HUMAN COMPONENT
OF IT.
I WILL TELL YOU A QUICK STORY.
DUNCAN HEINZ CAKE MIX USED TO BE
JUST POWDER.
THEY ADDED AN EGG TO THE MIX AND
SALES WENT THROUGH THE ROOF.
INSTEAD OF MIXING SOMETHING UP
YOU ARE BAKING.
THERE'S FRESH FOOD.
IT CHANGED THE EXPERIENCE FOR
PEOPLE AND THE PRIDE THEY GAVE
IN BRINGING THAT TO THEIR
FAMILIES.
I JUST BAKED YOU A CAKE.
THERE'S PSYCHOLOGICAL ASPECT
THAT'S IMPORTANT PARTICULARLY
AND BUSINESS IN GENERAL.
- ANYBODY ELSE WANT TO ANSWER
THAT?
LET'S HAVE A BIG HAND FOR OUR
GUESTS TONIGHT (APPLAUSE)
ONE LAST WE FOR YOU ICLICKER
OWNERS, JUST BEFORE THE BELL
HERE.
THIS IS COURTESY OF REBECCA.
THE GLOBAL FOOTPRINT OF ANIMAL
AGRICULTURE LIVESTOCK AND
LIVESTOCK PRODUCTS IS A PERCENT
OF THE ICE FREE SURFACE OF THE
PLANET IS A, LESS THAN 10
PERCENT.
B, ABOUT 25 PERCENT, OR C,
GREATER THAN 30 PERCENT?
REMEMBER?
WE ALSO HAVE A $15 SWEET GREEN
GIFT FROM NICK.
WE HAVE PEOPLE AT THE DOORS SO
WHEN YOU GO OUT, THANK YOU, NICK
AND SWEET GREENS.
(APPLAUSE)
- THAT'S BETTER THAN A T-SHIRT
BEING THROWN INTO THE AUDIENCE.
NEXT WEEK RAJ PATEL AND MICHAEL
POLLAN AT EDIBLE EDUCATION 101.