Edible Education 101: Food Policy and Action–The Future of Food and Course Synthesis with Sam Kass Video Lecture | Edible Education: Understand Food & its production - Personal Skills

- GOOD EVENING.
GOOD EVENING.
WELCOME TO THE FINAL CLASS
MEETING OF EDIBLE EDUCATION 101
CLASS 14.
IT HAS BEEN AN AMAZING SEMESTER.
I WANT TO THANK YOU ALL FOR
BEING HERE TONIGHT.
I KNOW THIS IS A CRAZY TIME OF
YEAR IN THE SEMESTER AND IT IS A
TUMULTUOUS TIME ON CAMPUS AT
BERKELEY THE EPICENTER OF THE
FREE SPEECH VALUES AND MOVEMENT,
AND FOR THOSE OF YOU WHO HAVE
BEEN FOLLOWING BOTH THE NEWS AND
THE CHANCELLOR'S E-MAILS YOU
KNOW THAT WE, BERKELEY, ARE
REALLY IN THE CENTER OF THE EYE
AROUND FREE SPEECH, ACTION AND
MAKING SURE THAT HAPPENS IN A
SAFE ENVIRONMENT.
THOSE OF YOU WHO ARE ON CAMPUS
TOMORROW IN CASE YOU HAVEN'T
SEEN THE ALERTS I WANT TO TELL
YOU IF YOU WANT TO STEER CLEAR
OF SPRAU PLAZA IT'S NOT A BAD
IDEA.
THERE IS INTENTIONS OF PROTESTS.
NIGHT ROBERT REICH WAS HERE
THERE WERE PROTESTS ON CAMPUS
THAT REGRETTABLY TURNED VIOLENT.
I AM WILL ROSENZWEIG HERE WITH
THE GOOD GRACES OF HAAS SCHOOL
OF BUSINESS AND ALICE WATERS AND
EDIBLE SCHOOLYARD PROJECT.
ONE WAY YOU CAN RECIPROCATE IS
TO PARTICIPATE IN THE UP COMING
PLANT SALE WHICH HAPPENS AT
MARTIN LUTHER KING MIDDLE SCHOOL
WHICH ISN'T FAR FROM HERE.
IT IS A BEAUTIFUL DAY TO HAVE
FOOD, TO SEE HOW THE EDIBLE
SCHOOLYARD WORKS IN THE GARDEN
AND PREPARATION OF FOOD AND TO
PARTICIPATE IN A COMMUNITY AND
PROVIDE PLANTS FOR YOU AND YOUR
PLANTS I THINK THIS HAPPENS
RIGHT BEFORE MOTHER'S DAY.
IF YOU HAVE A FAMILY MEMBER THAT
LOVES PLANTS IT IS A GREAT TIME
TO PICK THEM UP A GIFT.
BEFORE I CONTINUE IS THERE ANY
OTHER ANNOUNCEMENTS THIS
EVENING.
I WANT TO COMMEND RYAN PETERSON
ON THE ZERO WASTE PROJECT IN THE
NEW BUILDING AT HAAS.
IT IS OFF TO A GOOD START.
WAY TO GO, RYAN.
FOR THOSE OF YOU WHO WANT TO
PARTICIPATE DON'T FORGET ABOUT
THAT.
A SMALL, COMMITTED COMPACT GROUP
OF STUDENTS HEADING NEXT FRIDAY,
A WEEK FROM THIS FRIDAY TO
CANNARD FARMS TO MEET THE
LEGENDARY BOB CANNARD WHO IS MY
GARDENING MENTOR AND SOME WHAT
OF A SHAMAN ACTUALLY IF YOU KNOW
WHAT THAT MEANS.
HE IS A SHAMAN OF VEGETABLES.
HE WILL TELL YOU THE DEEP ROOTED
PRACTICES OF HOW TO GROW
VIBRANT, VITAL VEGETABLES.
I AM LOOKING FORWARD TO SEEING
THOSE OF YOU THAT CAN COME.
IF YOU HAVEN'T SIGNED UP WE
COULD USE A FEW MORE DRIVERS.
IT IS GOING TO BE A FUN DAY AND
WE ARE GOING TO GET SOME GREAT
FOOD, TOO.
ROUHINI YOU WANT DO THE SUPER
QUESTION.
JUST ADDS YOUR A ATTENDANCE TAKE
OUT YOUR ICLICKER.
IT IS A LITTLE LIGHT TONIGHT.
I DON'T KNOW WHERE EVERYBODY IS.
I KNOW SOME PEOPLE WERE
DEFENDING THEIR MASTER'S THESIS
TONIGHT.
HOW DO YOU PLAN ON BEING
INVOLVED IN THE FOOD SYSTEM
AFTER THIS CLASS CONCLUDES, A
JOIN A COMMUNITY GARDEN OR GROW
YOUR OWN FOOD, B SCRUTINIZE FOOD
LABELS.
C GET INVOLVED WITH A FOOD BANK
OR FOOD SECURITY ISSUE.
COME POST YOUR FOOD WASTE OR
SCRAPS OR NOTHING AT ALL, I AM
GOING TO ENJOY MY SUMMER AND
FORGET ABOUT EVERYTHING I
LEARNED IN EDIBLE EDUCATION 101.
THIS IS COMPLETELY ANONYMOUS.
SAY WHATEVER YOU LIKE.
NO IT'S NOT ANONYMOUS.
WE KNOW WHO YOU ARE.
LETTER E.
HOW ARE YOU DOING?
HOW IS OUR ATTENDANCE TONIGHT?
LET'S SEE HOW YOU DID.
LET'S SEE.
WE HAVE FIVE HONEST PEOPLE.
OKAY.
SO A LOT OF YOU ARE GOING TO BE
LOOKING AT LABELS.
A LOT OF YOU ARE GOING TO BE
COME POSTING AND A NUMBER OF YOU
ARE GOING TO BE WORKING ON
GROWING YOUR OWN.
FANTASTIC.
THAT'S NOT A BAD OUTCOME FOR
THIS CLASS.
THANKS FOR BEING HERE.
I THOUGHT I WOULD SPEND A FEW
MINUTES WRAPPING UP THE COURSE
TRYING TO INTEGRATE THINGS WE
HAVE LEARNED.
THESE WERE THE COURSE
OBJECTIVES.
I PUT THESE UP SO OUR SPECIAL
GUEST TONIGHT CAN SEE THEM AND
EVALUATE HOW HE THINKS WE DID.
HOPING THAT YOU GET A GOOD
UNDERSTANDING OF HOW THE FOOD
SYSTEM IS WORKING, WHAT YOUR
ROLE IN THE FOOD SYSTEM IS HOW
YOUR CHOICES AND ACTIONS ARE
LINKED TO THAT.
WORKING WITH YOU TO CLARIFY YOUR
OWN PERSONAL VALUES AS THEY
RELATE TO THE FOOD SYSTEM AND
THE FOOD MOVEMENT.
DEVELOP A PERSONAL ACTION PLAN
FOR PARTICIPATION IN THE FOOD
MOVEMENT.
HOPEFULLY THE PAPER YOU JUST
TURNED IN -- CONGRATULATIONS FOR
THOSE OF YOU WHO REMEMBERED TO
TURN IT IN.
IN THAT PAPER YOU HAD AN
OPPORTUNITY TO PICK AN ISSUE
THAT WAS IMPORTANT TO YOU AND
DEVELOP A POSITION AND ARGUE
THAT POSITION AND SOME OF YOU
HAVE ALREADY TOLD ME THAT YOU
DECIDED TO DO THE EXTRA CREDIT
AND ARGUED THE COUNTER POSITION.
FINALLY HOPEFULLY DEVELOPING A
VISION FOR HOW YOUR EDUCATION
CAN PREPARE YOU TO MAKE A
DIFFERENCE IN THE FOOD MOVEMENT.
MANY OF YOU HAVE SPOKEN TO ME
SEPARATELY ABOUT YOUR INTENTIONS
AND I AM REALLY ENCOURAGED ABOUT
THE POTENCY, THE POTENTIAL OF
ACTION AND IMPACT JUST COMING
FROM THE MEMBERS OF THIS CLASS.
REMEMBER WE GO WAY BACK TO THE
BEGINNING OF THE CLASS AND WE
TALKED ABOUT THE VALUE OF
INTERCONNECTION.
ALICE TALKED ABOUT SLOW FOOD
VALUES AND THE CORE VALUE OF
SLOW FOOD WAS APPRECIATION OF
THE INTERCONNECTION.
WE DO THIS COURSE BECAUSE WE
HOPE THAT THROUGH FOOD THAT YOU
BEGIN TO UNDERSTAND THE
CONNECTION BETWEEN YOURSELF, THE
ENVIRONMENT IN WHICH WE LIVE,
FOOD WHICH WE BUY AND DIGEST AND
START TO UNDERSTAND THIS MYRIAD
RELATIONSHIP THAT ARE VERY
COMPLICATED, BUT VERY PERSONAL,
AND HOPEFULLY IN THIS CLASS
THESE CONCEPTS OF HEALTH AND
WELL-BEING AND SUSTAINABILITY
MOVE FROM MAYBE SOMETHING
ABSTRACT TO SOMETHING INTIMATE
AND PERSONAL.
IF WE ACCOMPLISHED THAT, I THINK
ONE OF MY GOALS WAS CERTAINLY
ACHIEVED.
WE ALSO GOT TO LOOK AT THE
DIMENSIONS OF THE FOOD SYSTEM.
THIS WAS A GRAPHIC WE SHOWED
EARLY IN THE SEMESTER, THE
TENANTS OF A HEALTHY FOOD
SYSTEM.
IF YOU LOOK CLOSELY AT IT, YOU
WILL SEE THAT WE REALLY GOT TO
COVER MOST OF THESE AREAS WE
TALKED ABOUT, GROWING,
HARVESTING, PROCESSING,
PROCESSING TRANSPORTATION, HOW
IT IS STORED, PACKAGED, HOW IT
IS SOLD AND MARKETED, HOW IT IS
PREPARED, CONSUMED AND RECYCLED
AND RECLAIMED.
WE ARE ALL PARTICIPATING IN ALL
ASPECTS OF THIS EVERY DAY, AND
HOPEFULLY YOU WILL HOLD ON TO
SOME OF THE TECHNICAL THINGS YOU
LEARNED AND SOME OF THE
PHILOSOPHICAL THINGS YOU LEARNED
AS WELL.
ONE OF OUR OTHER GOALS WAS TO
DEVELOP A SUPER POWER OF FOOD
SYSTEM AND INTELLIGENCE AND THE
ABILITY TO DEVELOP X-RAY VISION
OF TRANSPARENCY, SEEING THROUGH
THE OPACITY OF THE MARKETPLACE,
THE OPACITY OF ADVERTISING AND
CLAIMS, OF TERMINOLOGY AND TO BE
ABLE TO SCRUTINIZE AND MAKE YOUR
OWN DECISIONS AND ASK YOUR OWN
INFORMED QUESTIONS.
WE EVEN LEARNED ASKING QUESTIONS
OF THE PEOPLE WHO ARE PURVEYING
OR GROWING OR TRANSPORTING OR
SELLING THE FOOD TO YOU CAN MAKE
A DIFFERENCE CAN MAKE SOMEBODY
UP TO A NEW VALUE OR NEW
REALITY.
WE ALSO TALKED DURING THE
SEMESTER YOU HEARD ME NIBBLING
ON THIS WORD OF CONSUMER.
I HAVE TAKEN SOME OF THE GUESTS
TO TASK ABOUT THE WORD CONSUMER.
ONE OF MY FRIENDS SUGGESTED A
TERM PROSUMER.
I SUGGESTED CITIZENS AND
SUSTAINERS.
JASON TONIGHT OR EARLIER, HE
PROPOSED THE TERM INVESTOR.
WHICH I REALLY LIKE.
IF YOU THINK OF YOURSELF AS AN
INVESTOR IN THE GOOD SYSTEM WITH
EVERY TRANSACTION THAT YOU
ENABLE, YOU ARE THINKING
SUSTAINING SOMETHING OR
PARTICIPATING ACTIVELY IN IT.
IF YOU THINK ABOUT I DON'T WANT
TO BE AN INVESTOR IN THAT FOOD
SYSTEM, I WANT TO BE AN INVESTOR
IN THIS ONE.
IT IS AN INTERESTING WAY OF
THINKING LONG-TERM.
I REALLY LIKE THAT.
THANK YOU FOR THAT, JASON.
ALSO I WANTED TO NOTE THIS CLASS
IS REALLY MADE POSSIBLE THROUGH
THE WONDERFUL GENEROSITY AND
VISION OF ALICE WATERS WHO
UNFORTUNATELY COULDN'T BE HERE
TONIGHT.
SHE IS STILL IN ITALY.
HI, ALICE IN ITALY.
WE APPRECIATE YOUR LEADERSHIP
AND GUIDANCE AND ENERGY.
THIS CLASS IS ALSO MADE POSSIBLE
THROUGH THE GENEROSITY OF STEVE
SILVERSTEIN WHO UNDER WROTE OUR
LIVE STREAMING.
I WANT TO THANK OUR TEACHING
TEAM, RYAN AND BRIAN AND MCKAYLA
AND ESPECIALLY ROUHINI OUR GFI.
I WANT TO THANK HANNAH LOVE FROM
CHEZ PANISSE.
I WANT TO THANK THE EDIBLE
SCHOOLYARD PROJECT.
I WANT TO THANK THE STUDENTS WHO
PARTICIPATED ACTIVELY.
I REALLY APPRECIATE, ONE THING
THAT MIGHT SURPRISE YOU, ONE OF
MY FAVORITE PARTS OF THIS CLASS
IS ACTUALLY OFFICE HOURS.
WHEN STUDENTS COME TO OFFICE
HOURS I AM DELIGHTED TO HEAR
WHAT'S ON THEIR MIND AND
REFLECTIONS.
I HEARD TALK AROUND THE CAMPUS
AT BERKELEY THAT SOMETIMES
PROFESSORS ARE UNACCESSIBLE OR
YOU CAN'T SEE THEM.
IF YOU DON'T GET A CHANCE TO GO
TO AN OFFICE HOUR FREQUENTLY YOU
ARE REALLY MISSING OUT ON A FUN
EXPERIENCE AND YOU ARE DEPRIVING
US OF YOUR PRESENCE AND WISDOM.
I WANT TO THANK JUDY.
ISM -- I AM GIVING A COPY OF MY
BOOK TO JUDY FOR HER OFFICE
HOUR.
THANK YOU, JUDY.
WE HAD AN AMAZING TRIP.
SAM, THIS IS FOR YOUR BENEFIT.
THIS IS THE SEMESTER.
THIS IS 14 WEEKS OF EDIBLE
EDUCATION STARTING WITH ALICE
TALKING ABOUT SLOW FOOD VALUES.
ALICE WATERS IS REALLY THE
STANDARD OF THE FOOD MOVEMENT.
SHE SETS A STANDARD AND SHE
HOLDS IT AND FOR THAT I AM
GRATEFUL AND RESPECTFUL.
SOME OF YOU ASKED HER GREAT
QUESTIONS.
NICK DID ONE NIGHT.
I REALLY APPRECIATED THAT.
I AM GLAD WE HAVE THAT PRESERVED
IN THE ARCHIVES.
WE HAD DAVID MAS MASUMOTO
LEGENDARY PEACH FARMER.
WHAT I LEARNED FROM HIM THERE
WAS A JOY IN FARMING AND IT WAS
A COLLABORATION WITH THE PEOPLE
WHO ATE HIS PEACHES.
HE DIDN'T THINK ABOUT THIS
TRANSACTIONALLY HE THOUGHT ABOUT
IT AS A SYSTEM OF INTERCONNECTED
RELATIONSHIPS AND TALKED ABOUT
HOW KEEPING THOSE VALUES ALIVE
NOW THROUGH HIS DAUGHTER'S WORK
AND HIS FAMILY'S EFFORTS, THAT
THE FARM IS NOT JUST A PLACE TO
GROW FRUIT BUT REALLY A PLACE TO
GROW FAMILY.
ROBERT REICH WAS AN AMAZING
GUEST TO HAVE.
I AM SO GRATEFUL HE IS IN OUR
LIVES ON CAMPUS.
HE HAS BEEN HOLDING STEADY NOW
ALMOST 100 DAYS STRAIGHT WITH
THE RESISTANCE REPORT.
HIS WISDOM, HIS ELDER SHIP IS
GREATLY NEEDED AND APPRECIATED
NOW.
I THINK HIS NOTIONS, WHEN HE
TALKED ABOUT -- WHEN HE WENT ON
HIS BOOK TOUR AND HE MET THOSE
BOATERS IN THE MIDWEST WHO
COULDN'T DECIDE BETWEEN BERNIE
OR TRUMP AND WHY AND REALLY HAS
SHED A LOT OF LIGHT ON THE
IMPORTANCE OF SEEKING THE TRUTH
AND ALSO RESISTING THE FAKE NEWS
AND THE BS AND THE SPIN.
IF YOU DON'T WATCH IT DAILY
REPORT, IT'S A REALLY KIND OF
GROUNDING PLACE TO GET KIND OF
STAY UP TO DATE AND ALSO HEAR
FROM SOMEBODY THAT I THINK
SPEAKS A LOT OF TRUTH AND POWER.
WE HAD NAOMI STARKMAN WHO REALLY
IMPRESSED UPON US THE IMPORTANCE
OF JOURNALISM AND INDEPENDENT
JOURNALISM, OF FREE PRESS,
PARTICULARLY AT THIS MOMENT IN
TIME.
SARU JAYARAMAN ONE OF THE
PROFESSORS HERE, SHE WAS SO
DYNAMIC.
WHAT I LEARNED FROM HER, THIS
WAS THE MOMENT.
IN A MOMENT OF CONFUSION, OF
FRUSTRATION AND ANTAGONISM, OF
ALIENATION SHE IS CEASING THE
MOMENT AND MOVING FORWARD.
SOME OF THE THINGS SHE AND HER
GROUP ARE DOING IT IS SO
INSPIRING.
IF THERE'S A PERSON TO TRACK IN
THE COMING MONTHS PUT A GOOGLE
ALERT ON HER NAME.
SHE IS REALLY GOING TO BE IN THE
NEWS.
CAN'T TALK A LOT MORE ABOUT IT,
BUT WORD IS SHE IS GOING TO BE
AT THE CENTER OF A REALLY
IMPORTANT EVENT THAT IS GOING TO
PULL TOGETHER ALL OF THESE
THINGS THAT WE ARE LEARNING
ABOUT FOOD AND FOOD JUSTTIS INTO
THE FOREFRONT OF THE POLITICAL
CONVERSATION.
WE LEARNED ABOUT BACTERIA, THE
BILLIONS OF BACTERIA IN OUR GUT
ACTUALLY DETERMINE OUR HEALTH,
OUR WELL-BEING, OUR IMMUNITY,
OUR INFLAMMATORY RESPONSE, WE
HAVE A SECOND BRAIN IN OUR GUT
THAT MAY RIVAL THE INTELLIGENCE
OF THIS ONE.
I REMEMBER FROM CHRISTOPHER
GARDNER THAT WE ARE LONG ON PRO
TONE AND SHORT ON FIBER.
ANYBODY CHANGING THEIR DIETS?
THEN WE HAD THE GREAT FOOD
INNOVATION NIGHT.
WE HAD THE SIX ENTREPRENEURS.
TALKED ABOUT THE KITCHEN OF THE
FUTURE WHICH I KNOW SAM IS
INVOLVED WITH.
WE TALKED ABOUT FOOD DELIVERY,
TALKED ABOUT PLANT BASED
PROTEINS.
WE TALKED ABOUT HOW AN IDEA
BECOMES A BUSINESS AND YOU GOT A
TASTE OF THESE KIND OF VISIONARY
ACTION ORIENTED ENTREPRENEURS
WHO ARE DOING MORE THAN JUST
STARTING BUSINESSES BUT REALLY
TRYING TO CHANGE AND EFFECT THE
FOOD SYSTEM IN A POWERFUL AND
PROMISING WAY.
WE HAD ANNA LAPPE WHO TALKED
ABOUT HOW DO WE FEED 9 BILLION
PEOPLE, HOW DO WE THINK ABOUT
EXISTING ON THIS PLANET.
A REALLY MOVING TALK.
I LEARNED FROM HER THE POWER OF
JUST SHOWING UP AND CODIFYING
IDEAS IN WRITING AND ORGANIZING
AND BEING INCLUSIVE AND FROM
SOPHIE EAGAN WE LEARNED THE
INSIGHTS OF WHAT WE EAT REALLY
REFLECTS THE IDENTITY OF WHO WE
ARE.
WE HAD A GREAT DISCUSSION WITH
RAJ PATEL THE DYNO, SUPER
EXPRESSIVE, LEARNED WISE MAN AND
MICHAEL POLLAN, THE GODFATHER OF
THIS COURSE WHO IS GOING TO BE
ON LEAVE AT HARVARD SOON.
I AM WISHING HIM VERY WELL.
I AM THANKFUL HE EFFECTIVELY SET
THE TABLE FOR THIS COURSE TO BE
SO SUCCESSFUL AND SO POPULAR ON
CAMPUS.
WE HAD GARY HIRSHBERG AND PAUL
SHAPIRO FROM THE HUMANE SOCIETY
BOTH TALKING ABOUT HOW MOVEMENTS
KIND OF COALESCE AND GROW.
I THINK BOTH OF THEM SHOWED US
THE EXAMPLE OF HOW TO FOCUS ON
THE POSITIVES AND WHAT'S WORKING
AND CONTINUE TO CLARIFY AND
REPEAT CONSISTENTLY,
PERSISTENTLY POINTS OF VIEW AND
TO ILLUMINATE THEM IN A WAY THAT
PEOPLE CAN ENGAGE WITH THEM.
THEN WE HAD DAVIA NELSON FROM
THE KITCHEN SISTERS AND THE
FOUNDERS OF COWGIRLS CREAMERY.
WE HAD MICHEL AND SHAWN TALKING
ABOUT WHOLESOME WAGE AND THE
SNAP PROGRAM FOR THE BENEFIT OF
THOSE RECIPIENTS AT FARMER'S
MARKETS.
MICHEL BRINGS THIS VAST VISION
AND CHARISMATIC ENERGY.
I JUST LOVE EVERYTHING THAT HE
IS DOING.
MAYBE SAM CAN ELABORATE ON SOME
OF THE THINGS HE IS DOING.
DANA GUNDERS ON FOOD WASTE.
AASHI VEL AND ALI KELLY TALKED
ABOUT SERENDIPITY AMONG OTHER
THINGS.
AND THEN TONIGHT VERY SPECIAL
GUEST SAM KASS, A FRIEND AND
COLLEAGUE AND IMPORTANT CATALYST
IN THE FOOD MOVEMENT WITH A VERY
DISTINCT PERSPECTIVE.
I AM GOING TO BRING SAM UP IN
ABOUT 10 MINUTES.
RIGHT NOW FOR THOSE OF YOU IN
THE CLASS, WE NEED TO TAKE THE
EVALUATION.
IF YOU ARE AT HOME, HANG TIGHT.
WE WILL BE BACK AT A QUARTER OF
THE HOUR.
YOU ARE GOING TO HAVE 10
MINUTES.
YOU NEED TO TAKE OUT YOUR
COMPUTER, LAP TOP, PHONES.
ATISHA IS GOING TO GUIDE YOU
THROUGH IT.
I AM GOING TO LEAVE THE ROOM.
I WILL BE BACK.
DO THE TEACHING ASSISTANTS
LEAVE, TOO?
WHY NOT.
WE WILL BE BACK SHORTLY WITH OUR
SPECIAL GUEST SAM KASS.
- ANY EVERYONE.
IF YOU DON'T HAVE THE LINK FOR
THE SURVEY AS OF YET IT IS
PROJECTED ON THE SCREEN.
WE WANTED TO ASK YOU THE LAST
QUESTION WHICH IS AN OPEN TEST
PARAGRAPH RESPONSE.
IF YOU WOULDN'T MIND ADDING
INFORMATION ABOUT ADDITIONAL
TOPICS YOU WOULD LIKE THEM TO
COVER NEXT YEAR AND IF YOU HAVE
ANY SUGGESTIONS FOR SPEAKERS,
PEOPLE YOU FEEL SHOULD BE
INCLUDED ON THE ROSTER NEXT YEAR
AS WELL PLEASE MAKE SURE TO
INCLUDE THAT.
THANK YOU.
- DO YOU ALL STILL NEED MORE
TIME.
IF YOU DON'T MIND RAISING YOUR
HAND IF YOU ARE STILL WRITING.
WE WILL GIVE IT TWO MORE
MINUTES.
THANK YOU.
- WELCOME BACK.
IT IS AN HONOR AND PRIVILEGE TO
HAVE OUR GUEST TONIGHT MR.
SAM
KASS.
SAM HAS SPENT THE LAST EIGHT
YEARS OF HIS LIFE IN THE CENTER
OF ACTIVITY IN THE WHITE HOUSE.
HE HAS BEEN 3,000 MILES AWAY
FROM BERKELEY WITH A VERY UNIQUE
PERSPECTIVE ON FOOD, POLICY,
INNOVATION AND THE OBSTACLES TO
IT.
I LIKE TO THINK THAT WE ARE IN
ONE BUBBLE HERE HE MIGHT HAVE
BEEN IN ANOTHER BUBBLE THERE.
HE GOT OUT OF THOSE BUBBLES A
LOT, BECAUSE HE WAS REALLY THE
FRONT MAN ON THE LET'S MOVE
CAMPAIGN OF THE FIRST LADY.
HE WAS THE PRINCIPLE ARCHITECT
OF ONE OF OUR ALUMNI ALI KELLEY
TAKING THAT INITIATIVE TO THE
PEOPLE.
HE WAS INVOLVED IN CREATING
DESIGNING AND IMPLEMENTING THE
WHITE HOUSE GARDEN WHICH
THANKFULLY I UNDERSTAND IT IS
STILL THERE.
IT IS SAFE.
AND SAM HAS SUCH AN INTERESTING
JOURNEY.
I THINK MAYBE AFTER HIS REMARKS
I WOULD LOVE FOR HIM TO TALK A
LITTLE BIT ABOUT THAT.
WHEN I FIRST MET SAM HE SAID OH
WILL YOU ARE ONE OF THE O-G-'S
OF THE FOOD INDUSTRY.
I THOUGHT THAT MEANT OLD GUY.
I NEEDED SAM KASS TO EXPLAIN TO
ME WHAT ORIGINAL GANGSTA
ACTUALLY MEANT.
(LAUGHTER)
HE IS A GOOD FRIEND.
HE'S AN INSPIRATION.
I AM SO GRATEFUL HE IS HERE
TONIGHT.
A WARM WELCOME TO SAM KASS.
- HOW ARE
WE DOING.
PLEASE TAKE THAT PICTURE DOWN.
THAT WAS WHEN I WAS YOUNGER AND
SLIMMER.
IT'S PAINFUL.
I DO REMEMBER CALLING YOU ONE OF
THE OG'S BECAUSE YOU ARE ONE OF
THE OG'S.
CAN WE GIVE THE OG A ROUND OF
APPLAUSE?
(APPLAUSE)
IT IS GREAT TO BE HERE.
I WAS SORT OF HOPING I WOULD GET
AN INVITE TO THIS COURSE.
IT FINALLY CAME.
I AM REALLY PSYCHED TO BE HERE.
SO I AM GOING TO WANT TO FOCUS
IN ON WHERE WE ARE TODAY, WHAT
TOMORROW LOOKS LIKE WHERE WE GO
FROM HERE AND HOW DO YOU START
TRANSLATING SOME OF THESE IDEAS
ONCE YOU LEAVE.
I AM SURE FROM THE FOLKS YOU
HAVE HEARD FROM AND THE THINGS
YOU HAVE READ I COULD SPEND A
BUNCH OF MY TIME TALKING ABOUT
HOW WE NEED A FAIR, JUST,
SUSTAINABLE, BIO DYNAMIC, LOCAL,
HEALTHY, NUTRITIOUS, PERFECT
FOOD SYSTEM AND WE CAN GET ALL
RILED UP ON THAT AND I COULD
SPEND MY TIME TALKING ABOUT, YOU
KNOW, HOW BAD EVERYTHING IS, WHO
IS THE CAUSE OF CLIMATE CHANGE,
SURE OUR KIDS DON'T GET
DIABETES.
THAT'S A WASTE OF TIME.
I AM ALIGNED WITH A LOT OF WHAT
YOU HEARD, NOT ALL OF IT BUT A
LOT OF IT.
WE WILL START FROM THERE.
I WANT TO GET INTO A LITTLE MORE
OF A SOBER ASSESSMENT OF WHERE
WE ARE, WHERE WE ARE NOT AND
SOME OF THE KEY THINGS WE NEED
TO DO TO BRING THE IDEALS THAT
YOU HEARD TO REALITY.
SO I THINK A LOT OF WHAT YOU
HEAR AS WE ARE TALKING, AND WE
WILL USE THIS TERM A COUPLE OF
TIMES, IS AROUND THIS NOTION OF
A FOOD MOVEMENT.
WHETHER WE HAVE ONE OR DON'T,
SOME SAY IT DOESN'T MATTER I
THINK IT MATTERS THAT WORD THAT
WE USE.
I WOULD ARGUE WE DO NOT HAVE A
FORMED MOVEMENT, FOOD MOVEMENT,
A POLITICAL FOOD MOVEMENT.
WE HAVE SOME OF THE IMPORTANT
COMPONENTS.
I THINK WE HAVE THE FOUNDATION
OF IT, WHICH WE WILL GET TO IN A
SEC.
WE DON'T HAVE A MOVEMENT.
I KNOW WE DON'T HAVE A MOVEMENT
BECAUSE PEOPLE ARE NOT VOTING ON
FOOD ISSUES.
MY EXPERIENCE IN WASHINGTON
TELLS ME FOR SURE WE DO NOT HAVE
THE COMPONENTS OF WHAT A
NATIONAL FOOD MOVEMENT LOOKS
LIKE.
THE QUESTION IS WHAT DO WE HAVE?
WE HAVE A LOT.
IT IS IMPORTANT TO IDENTIFY WHAT
WE HAVE AND WHAT WE DON'T HAVE.
FUNDAMENTAL THING WHEN PEOPLE
TALK ABOUT THE FOOD MOVEMENT OR
THE FOOD MOVEMENT WE HAVE WE ARE
REFERRING TO THE CULTURAL
TRANSFORMATION THAT'S UNDERWAY
IN THIS COUNTRY.
IT IS A DEEP AND RICH AND
POWERFUL CULTURAL
TRANSFORMATION.
IT IS MASSIVE.
IT IS VERY EXCITING.
AND IT IS CHANGING THE WAY WE
EAT, THE WAY WE THINK ABOUT OUR
FOOD AND EXPECTATIONS.
PROBABLY ONE OF THE MOST
POWERFUL EXAMPLES OF THIS, LAST
YEAR I SAW AN AD FOR MCDONALDS
MARKETING THE ARTISINAL CHICKEN
SANDWICH.
MCDONALDS MARKETED AN ARTISANAL
CHICKEN SANDWICH.
IF ANY ONE CAN TELL ME WHAT
ARTISANAL IS I WILL GIVE YOU
$100 RIGHT NOW.
IT EMBODIES THIS SORT OF VALUE
CRAFTSMAN SHIP BY HAND.
THAT MEANS MCDONALDS SPENT A
COUPLE MILLION DOLLARS PROBABLY
FINDING WHAT'S THE WORD THAT
THEY COULD USE TO MARKET THEIR
CHICKEN SANDWICH TO THE MOST
EVERYDAY CONSUMER IN AMERICA.
THEY PICKED THE WARD ARTISNAL.
AT SOME POINT THEY ARE GOING TO
HAVE TO LIVE UP TO THAT WORD.
THAT'S ANOTHER STORY.
TO ME THAT SHOWS HOW DEEP THE
IDEAS OF BETTER FOOD HAVE
PENETRATED OUR COUNTRY AND OUR
CULTURE.
THEY ARE IN OUR TRUEST FORM ONE
OF THE DEEPEST EXPRESSIONS OF
OUR CULTURE.
THERE'S A NOTION THAT CULTURE IS
OVER HERE AND POLITICS IS OVER
HERE.
IF ANYTHING WE ARE SEEING RIGHT
NOW THERE'S BIG PARTS OF OUR
CULTURE THAT ARE EXPRESSING
THEMSELVES RIGHT NOW.
THAT IS DEFINITELY TRUE FOR
FOOD.
IF WE WANT TO CHANGE FOOD
POLITICS, WE HAVE TO CONTINUE TO
CHANGE OUR FOOD CULTURE.
THEN FIGURE OUT HOW WE START
TRANSLATING THAT TRANSFORMATION
WHICH IS UNDERWAY WHICH IS WHY I
AM QUITE OPTIMISTIC ULTIMATELY
INTO OUR POLITICS.
IT IS ANOTHER THING TO SAY THE
WAY CULTURE ENDS UP PLAYING OUT
IN OUR POLITICS IS NOTION OF THE
NANNY STATE.
NANNY STATE IS A POWERFUL IDEA.
WHEN IT COMES TO FOOD PEOPLE ARE
REALLY SENSITIVE.
PROGRESSIVES ARE LIKE THAT'S A
RIGHT WING WAY TO UNDERMINE.
PEOPLE DON'T LIKE GOVERNMENT
MESSING WITH THEIR FOODS.
IMAGINE IF PRESIDENT TRUMP CAME
TO MANDATE THAT WE ALL HAD TO
EAT LIKE HIM, YOU KNOW, PEOPLE
WOULD BE FREAKING OUT, RIGHT,
ESPECIALLY IN THIS CLASS I WOULD
THINK.
BUT THERE'S A REAL SENSE --
SENSITIVITY AROUND HOW POLITICS
CAN ENTER OUR FOOD AND OUR LIVES
IN THAT WAY.
IT DOES ALL OF THE TIME, BUT
SOMETHING WE HAVE TO TAKE
SERIOUSLY AS WE THINK THROUGH
HOW DO WE CHANGE OUR CULTURE TO
PROVIDE THE ROOM IN OUR POLITICS
TO MAKE SOME MORE PROGRESS?
I ALSO THINK AT TIMES WE OVER
STATE THE ROLE OF POLITICS IN
FOOD.
THEY ARE SUPER IMPORTANT.
I HAVE SPENT MOST OF MY LIFE
DEDICATED TO THAT TRANSFORMATION
IN THE POLITICAL SYSTEM WITH
FOOD.
ULTIMATELY FOOD IS THE DEEPEST
EXPRESSION OF WHO WE ARE, WHO WE
ARE NOT, HOW WE SHOW LOVE, AND
HOW WE NOURISH OURSELVES DAY IN
AND DAY OUT.
THAT CAN'T BE MISSED.
A LOT OF TIMES WE ARE WAITING
FOR THE GOVERNMENT TO SAVE US OR
JUST BLAMING THE GOVERNMENT FOR
CREATING ALL OF THESE PROBLEMS.
THESE AREN'T PROBLEMS THE
GOVERNMENT CREATED.
MOST OF THESE PROBLEMS ARE
ROOTED IN OUR CULTURE AND HOW WE
APPROACH FOOD.
THIS IS WHY THIS TRANSFORMATION
IS SO EXCITING AND POWERFUL TO
STAY FOCUSED ON AS WE THINK
ABOUT ACTUALLY TRANSLATING IT TO
A BIGGER POLITICAL MOVEMENT.
I AM GOING TO TRY TO GET THROUGH
THIS BIG ASSESSMENT.
WE CAN GET INTO MORE SPECIFIC
WHITE HOUSE STORIES AND GET INTO
A LOT MORE QUESTIONS.
I WOULD MUCH RATHER BE IN Q AND
A WITH YOU GUYS.
SO THE QUESTIONS ARE WHAT DO WE
NEED?
WHERE DO WE GO FROM HERE?
THE FIRST THING WE NEED IS REAL
LEADERSHIP.
I THINK THE FOOD MOVEMENT IS
PLAGUED BY A LACK OF LEADERSHIP.
FOR THE MOST PART, AT LEAST IN
MY TIME IN THE WHITE HOUSE MOST
OF THE FOOD MOVEMENT LEADERSHIP
WERE CRITICS MASQUERADING AS
LEADERS.
CRITICS ARE VERY DIFFERENT THAN
LEADERS.
CRITICS GET PAID TO BE CRITICAL.
THEY GET PAID TO WRITE
CRITIQUES.
THEY ARE NOT STRATEGIC THINKERS.
THEY ARE NOT TRYING TO LEAD TO A
BERT PLACE.
THEIR INCENTIVES ARE VERY, VERY
DIFFERENT.
A LOT OF THAT CRITICISM IS BASED
ON A -- PAINTING THIS UE TAUPEIC
IDEA OF WHAT A PERFECT FOOD
SYSTEM LOOKS LIKE AND THEN BEING
ENRAGED WHEN WE FALL SHORT OF
THAT.
NOW, I THINK IDEALS ARE REALLY
IMPORTANT.
THEY HELP US STAY IN THE RIGHT
DIRECTION AND WORKING TOWARD THE
RIGHT THINGS.
ONE THING THAT CAME TO ME WHEN I
ENTERED THE WHITE HOUSE WHEN YOU
ARE ON THE OUTSIDE YOU CAN START
WITH YOUR IDEAL AND YOUR
CRITIQUE FLOWS FROM THAT.
WHEN YOU ARE RESPONSIBLE FOR
CHANGING SOMETHING AND
RESPONSIBLE FOR MAKING PROGRESS,
YOU HAVE TO START WITH REALITY.
TOUGH START WITH WHAT IS THE
SITUATION.
I CAN'T GET THERE WITHOUT TAKING
THE NEXT STEP AND THE NEXT STEP
AND THE NEXT STEP.
YOU CANNOT BE AN EFFECTIVE
ADVOCATE OR POLICY MAKER IF YOU
ARE DIVORCED FROM REALITY.
IT IS REALLY IMPORTANT.
IDEALS KEEP THEM TO HEART BUT
YOU HAVE TO BE DEEPLY VETTED
INTO THE POLITICAL AND SOCIAL
REALITIES IN OUR CURRENT
SITUATION IF YOU WANT TO MAKE
REAL TANGIBLE PROGRESS THAT I
PROMISE YOU WILL NOT BE ANYWHERE
NEAR THE IDEAL OF A GIANT
PERFECT FOOD SYSTEM THAT IS
FEEDING HUNDREDS OF MILLIONS OF
PEOPLE HERE AND BILLIONS AROUND
THE WORLD.
THAT IS WHERE THOSE CRITIQUES
ARE WILLY START TO FALL FLAT AND
ULTIMATELY UNDERMINE THE
PROGRESS WE ARE MAKING.
I WILL GET TO THAT.
WE NEED REAL, STRATEGIC,
PRAGMATIC, SERIOUS LEADERS.
LIKE A LOT OF THE PEOPLE YOU
HEARD FROM.
MICHEL, THAT MAN IS DOING IT,
ROLLING UP HIS SLEEVES.
HE'S IN THE WHITE HOUSE.
I MET WITH WHOLESOME WAYS AS
MUCH AS ANY GROUP IN THE WHITE
HOUSE.
HE'S ON CAPITOL HILL WORKING ON
THE SENATORS.
HE'S WORKING WITH EVERY HUNGER
GROUP.
THEY ARE DOING THE REAL WORK.
THERE'S LOTS OF GREAT LEADERS.
IT IS NOT TO SAY THAT THE
FOOD -- GOOD FOOD ISN'T STARTING
TO PRODUCE INCREDIBLE
LEADERSHIP, BUT THOSE LEADERS
NEED TO BE THE VOICES AND NEED
TO START SHAPING OUR BROADER
DIRECTION IF WE ULTIMATELY WANT
TO BE EFFECTIVE.
SECOND PIECE THAT I THINK IS
CRITICAL FOR US TO BUILD IS
INFRASTRUCTURE.
FACT THAT THIS CLASS EXISTS IS
AMAZING.
IT IS A HUGE SIGN OF
INFRASTRUCTURE NEEDED TO BUILD A
FOOD MOVEMENT.
IN 2009 THERE WAS ONE CLASS IN
ANY UNIVERSITY ON FOOD.
ONE AT NYU.
WHICH BY THE WAY I GOT INTO AND
DIDN'T END UP GOING BECAUSE I
WENT TO THE WHITE HOUSE.
MICHELLE AT ONE POINT SAID
AREN'T YOU GLAD YOU DIDN'T GO TO
NYU.
PROBABLY THE ONLY REASON I WOULD
HAVE BEEN GLAD TO GO TO NYU.
THINK ABOUT THAT A SECOND.
ONE UNIVERSITY CLASS.
IF YOU WANT A MOVEMENT, HOW MANY
EARN ENVIRONMENTAL STUDY
PROGRAMS THERE ARE.
THINK ABOUT THE SOCIAL JUSTICE
CLASSES.
THINK ABOUT ALL OF THOSE CLASSES
ALL OVER THE COUNTRY.
WE ARE SEEING THESE INSTITUTIONS
IN UNIVERSITIES AROUND THE
COUNTRY STARTING TO HAVE
CLASSES.
LAW SCHOOLS ARE STARTING TO
CREATE FOOD POLICY, LAWYERS.
THESE ARE THE KINDS OF
INFRASTRUCTURES THAT WE ARE
GOING TO NEED TO BUILD.
LET ME JUST TALK THROUGH, WHEN
YOU ARE TRYING TO CREATE A
POLICY, WHAT DOES THAT PROCESS
LOOK LIKE?
LET'S SAY -- LET ME USE HOW IT
KIND OF WORKS WELL ON THE
ENVIRONMENTAL SIDE WHERE THERE
HAS BEEN DECADES OF INVESTMENT,
DECADES OF WORK.
WAY IT BASICALLY WORKS IS YOU
HAVE A BUNCH OF POLICYMAKERS IN
THE WHITE HOUSE OR AN AGENCY
THAT ARE SUPER OVERWHELMED.
ONE PERSON HAS THE JOB OF AT
LEAST 50 PEOPLE.
NOTION THAT GOVERNMENT IS TOO
BIG IS A JOKE WHEN YOU THINK
ABOUT THE RESPONSIBILITY, THE
TASK AT HAND VERSES THE NUMBER
OF -- NO BUSINESS WOULD SET UP
THE GOVERNMENT WITH THAT RATIO
OF PEOPLE.
SO EVERYBODY IS OVERWHELMED AND
DEALING WITH 50 MAJOR ISSUES.
WAY A POLICY IS DONE IS YOU HAVE
A BUNCH OF EXPERTS, ADVOCATE,
OFTEN LAWYERS THEY WILL COME IN
WITH TWO BRIEFCASES AND THEY
WOULD LAY OUT ON YOUR DESK
HERE'S THE 50 BILLS I WANT YOU
TO PASS AND 25 OF THEM ARE
TOTALLY CRAZY AND COMPLETELY
NONSTARTERS.
THEY ARE VERY OUT THERE.
NO WAY.
SIX OF THEM ARE REALLY BAD
POLICIES AND NOT A GOOD IDEA AND
THERE'S PROBABLY FOUR THAT
ARE -- MY MATH IS OFF.
I AM SURE I AM MISSING SOME.
THERE ARE FOUR THAT ARE REALLY
GOOD AND SMART AND STRATEGIC
THAT NEED SOME WORK YOU TAKE
IDEAS AND WORK WITH EXPERTS AND
START TO CRAFT THEM INTO A
BETTER POLICY, HOPEFULLY.
THEN YOU START LETTING IT UP THE
DECISION MAKING TRAIN.
FIRST QUESTION IS, OKAY, WELL,
IS THIS THE RIGHT THING TO DO?
IS YOU HAVE TO SAY WHY IT IS THE
RIGHT THING TO DO, WHAT IMPACT
IT'S GOING TO HAVE, WHAT IS THE
COST TO SOCIETY.
IF THE COST TO SOCIETY IS
SIGNIFICANTLY GREATER OR CLOSE
TO THE POSITIVE BENEFIT YOU ARE
GOING TO GET ALREADY JUSTIFIED
DOING.
IF YOU CAN SHOW THE BENEFITS OUT
WEIGH THE COSTS, YOU HAVE A
PRETTY GOOD ARGUMENT.
THEN THE NEXT THING YOU ARE
GOING TO BE ASKED IS, WHERE HAS
THIS BEEN DONE BEFORE AND WHAT
HAPPENED?
YOU CANNOT CREATE FEDERAL POLICY
OUT OF NOTHING.
UNITED STATES IS NOT AN
EXPERIMENT.
STATES AND CITIES HAVE BEEN
DESIGNED TO EXPERIMENT WITH
LAWS, TRY THINGS OUT, SEE WHAT
HAPPENS AND THAT DIDN'T GET
SCALED.
IF I THEN LOOK TO WHERE
DIFFERENT ADVOCATES HAVE DONE
THE WORK ON THE STATE AND LOCAL
LEVEL THAT I CAN THEN SAY TO THE
CHIEF OF STAFF AND THE STAFF IN
THESE TWO STATES, WE SAW
IMPROVEMENTS AND REDUCTION IN
COSTS.
I CAN SAY, WELL, I DON'T REALLY
KNOW.
LET'S JUST ROLL THE DICE.
YOU ARE NOT GOING TO GET
ANYWHERE.
AND THEN THEY ARE GOING TO SAY
OKAY, WHO IS WITH US?
IF ALL OF THAT LINES UP, UP TO
THAT POINT POLITICS DOESN'T
MATTER.
IF ALL OF THAT LINES UP DO WE
REALLY HAVE A COALITION?
IS DO WE HAVE BOOTS ON THE
GROUND AND DO WE HAVE PEOPLE TO
MAKE SURE THIS EXECUTES WELL AND
CAN WE MAKE IT A WIN?
YOU DO THE CALCULATIONS.
SOMETIMES YOU ARE READY YOU
SPEND A BUNCH OF CAPITAL AND YOU
ARE GOING TO TAKE A BIG HIT.
BUT YOU KNOW IT'S THE RIGHT
THING TO DO.
BUT YOU NEED A TEAM ON THE
GROUND WHO IS READY TO HELP YOU
GET OUT THERE AND WIN THE FIGHT.
YOU HAVE GOT TO GET THINGS
PASSED.
JUST BECAUSE YOU GET IT DONE
DOESN'T MEAN IT WON'T TRY TO BE
REPEALED OR CHANGED EVERY SINGLE
BUDGET CYCLE, EVERY SINGLE
OPPORTUNITY THAT THE OTHER SIDE
IS GOING TO HAVE.
THAT'S HOW IT STARTS TO PLAY
OUT.
THAT'S THE KIND OF
INFRASTRUCTURE YOU NEED TO
SUCCESSFULLY DO MEANINGFUL
THINGS ON A FEDERAL LEVEL.
THAT PLAYS OUT IN THE STATE AND
LOCAL, TOO.
THEN THE QUESTION IS ON THE FOOD
SIDE WE DIDN'T HAVE ANY OF THAT.
THAT'S THE KIND OF THING THAT
NEEDS TO BE BUILT.
THERE ARE GREAT GROUPS DOING
SOLID WORK IN DC.
I DON'T WANT PEOPLE TO THINK
THERE'S A TOTAL VACUUM.
THERE ARE REALLY GOOD GROUPS
DOING GREAT THINGS.
SCHOOLS WAS ACTUALLY ONE PLACE
WHERE THERE HAD BEEN AN
INCREDIBLE AMOUNT OF POLICY WORK
WHEN WE GOT THERE, AND A GREAT
COALITION THAT HAD BEEN BUILT.
SO WHEN WE WALKED IN THERE THERE
WAS THE FIRST DRAFT OF WHAT THE
POLICIES COULD LOOK LIKE.
THERE WAS A BROAD COALITION OR
LINE TO HELP US TO SAY THE TIME
IS NOW, LET'S DO THIS, AND WE
WERE READY IN THE MIDDLE OF A
BUDGET CRISIS WHERE IT WAS
INTENSE TO PUSH THROUGH A CHILD
NUTRITION BILL WHILE THE ECONOMY
WAS IN AN UTTER FREE FALL.
WE DID THAT BECAUSE WE COULD GET
THE POLICIES TIGHT AND WE HAD A
BROAD COALITION AND WE HAD A
FIRST LADY WHO WAS GOING TO PUT
THE PRESIDENT ON THE COUCH IF HE
DIDN'T MAKE SURE HE GOT IT DONE.
THAT'S A POWERFUL COMBINATION.
WE NEED TO FOCUS IN ON BUILDING
OUR INSTITUTIONS, BUILDING OUR
SCHOOLS, BUILDING POLICY SHOPS,
GETTING MORE LAWYERS.
WE NEED AN ARMY OF LAWYERS IF WE
WANT TO CREATE THIS KIND OF
MOVEMENT THAT I THINK WE ALL
ENVISION.
I THINK THE OTHER BIG THING WE
HAVE THAT WE NEED MORE OF IS
MOMENTUM.
PRESIDENT TAUGHT ME MOMENTUM.
I NEVER ACTUALLY TOLD HIM THIS.
HE DOESN'T KNOW HE TAUGHT ME
THIS IN THIS MOMENT.
WHEN WE WERE IN IOWA IN 2008, HE
WON, IT WAS CRAZY.
EVERYBODY WAS GOING CRAZY.
WE HAD THIS BIG RALLY AND IT WAS
ONE OF THE MOST EXCITING MOMENTS
OF THE WHOLE RIDE.
PEOPLE WORKED SO HARD AND NOBODY
FULLY EXPECTED HIM TO ACTUALLY
DO IT.
I AM BACKSTAGE.
HE DOES THIS THING.
EVERYBODY IS SCREAMING.
THEN I COME OUT AND WE ARE ABOUT
TO LOAD UP IN THE VAN AND GO
BACK TO THE HOTEL.
HE'S STANDING THERE WITH PLUS
AND AXLE ROD HIS TWO SENIOR
ADVISORS.
I AM WALKING BY HIM, RIGHT AS I
WALK BY HIM I HEAR HIM SAY JUST
AS IN PASSING.
I JUST HEAR HIM SAY THIS ONE
SENTENCE.
WHAT TIME DO WE GET ON THE TRAIN
BECAUSE THE TRAIN IS LEAVING THE
STATION.
I KEPT GOING.
WHAT HE CAPTURED IN THAT VERY
MOMENT WAS MOMENTUM.
MOMENTUM IS THE HARDEST THING TO
GET.
IT IS SO HARD TO CREATE
MOMENTUM.
WHEN YOU HAVE IT, IT MUST BE
CHERISHED AND PROTECTED AND
NURTURED AND GROWN.
ONCE YOU HAVE MOMENTUM
EVERYTHING AND ANYTHING IS
POSSIBLE.
WE HAVE SO MUCH MOMENTUM RIGHT
NOW AND WE HAVE BEEN TAKING IT
FOR GRANTED.
ONCE YOU LOSE IT, IT IS REALLY
HARD TO GET IT BACK.
LET ME PUT LIKE THE
INFRASTRUCTURE ON ADVOCATE SIZE
WITH MOMENTUM TOGETHER AND HOW
IT PLAYED OUT TIME AND TIME
AGAIN.
I WILL GIVE YOU ONE EXAMPLE.
ONE OF THE THINGS WE DID IS WE
LAUNCHED A WATER CAMPAIGN.
BECAUSE PUBLIC HOUSES SAYING EAT
YOUR VEGETABLES BECAUSE IT HAS
VITAMIN B, C AND D AND THE OTHER
GUYS ARE SAYING DRINK THIS AND
BE HAPPY OR GET THE SEXY LADY
OR, YOU KNOW, YOU ARE GOING TO
BE THE BEST PERSON EVER IF YOU
DRINK OR EAT THIS PRODUCT.
LOVE, SEX AND HAPPINESS BEATS
VITAMIN B AND FIBER EVERY SINGLE
DAY, RIGHT?
WE DECIDED WE ARE GOING TO TAKE
WHATEVER THE GIANT FOOD GUYS
HAVE TO MARKET, WE ARE GOING TO
PARTNER WITH ALL THOSE SAME
FOLKS AND WE ARE GOING TO BRING
A HARD-CORE MARKETING CAMPAIGN
TO WATER.
NOBODY'S GOT WATER'S BACK.
WE NEED TO GET WATER'S BACK.
THAT'S WHAT WE DID.
WE WORKED WITH NIELSON.
WE GOT ALL OF THE DATA.
WE GOT A BETTER CAMPAIGN THAN
THOSE GUYS GOT.
WE GOT ALL -- WE GOT IT ALL
THROUGH A PARTNERSHIP
ORGANIZATION IT WAS NOT GIVEN TO
THE GOVERNMENT.
WE GOT EVERYTHING THERE IS TO
GET TO DO A CAMPAIGN.
WE GOT ALL OF THE MARKET
RESEARCH.
THEY DID THE TESTS ABOUT HOW
PEOPLE RESPONDED TO DIFFERENT
WORDS AND IMAGES.
WE GOT EVERYTHING.
CAMPAIGN WAS CALLED DRINK UP,
YOU ARE WHAT YOU DRINK.
PEOPLE MAKE DECISIONS BASED ON
EMOTIONS NOT COGNITIVE.
WE HAVE TO VISIT -- THIS IS A
WHOLE DIFFERENT CONVERSATION WE
HAVE TO TALK TO THE COGNITIVE.
NOT JUST EMOTIONS BUT COGNITIVE.
WE DID A CAMPAIGN THAT WAS BASED
ON SCIENCE THAT WAS CREATED ONE
OF THE BEST MARKETING FIRMS ON
THE PLANET.
WE WERE MARKETING WATER.
I DIDN'T CARE WHERE IT CAME
FROM, FROM A TAP, THE SPRING,
THE BOTTLE.
I ASSUMED THAT WE WERE GOING TO
GET CRITICIZED FOR HAVING
BOTTLED WATER COMPANIES BE A
PART OF IT.
LEGITIMATE CRITICISM.
I BRIEFED THE TEAM.
WE ARE GOING TO GET SOME BLOW
BACK HERE, BUT IT WILL BE FINE.
IT WAS A RALE -- A REAL COUP FOR
US.
EVIDENCE SHOWED MORE WATER
PEOPLE DRANK THE LESS SODA
PEOPLE CONSUME.
DIRECT CORRELATION.
WAY TO GET PEOPLE TO STOP
DRINKING THAT IS TO TELL THEM
DRINK MORE WATER.
COKE DOESN'T SAY DRINK COKE NOT
ORANGE JUICE.
THEY SAY DRINK COKE, BE HAPPY.
WE LAUNCH IT.
IT IS INCREDIBLE.
WE GET PANNED BECAUSE WE DIDN'T
SAY DON'T DRINK SODA.
PANED BY EVERY HEALTH
ORGANIZATION.
WE HAD SAID DON'T DRINK SODA
LIKE 5,000 TIMES.
WE CODIFIED THAT STATEMENT.
IT WAS A DRINK WATER NOT SODA'S
OFFICIAL GOVERNMENT POLICY
RECOMMENDATION TO CONSUMERS.
OFFICIAL.
I HAD THE BEST MARKETERS IN THE
WORLD IF YOU WANT PEOPLE TO
DRINK LESS SODA AND DRINK MORE
WATER THIS IS HOW YOU SAY IT.
WE GOT CRUSHED.
CRUSHED.
HERE'S WHAT HAPPENED?
THE CAMPAIGN NEVER GOT OFF HOW
IT SHOULD HAVE.
FOR PEOPLE WHO SAW IT WE MOVED
THE ENTIRE CATEGORY BY 3
PERCENT.
WILSON HAD TO RUN THE NUMBERS 10
TIMES THEY HAD NEVER SEEN A
CAMPAIGN -- PRIVATE OR A COMPANY
OR ANYTHING EVER BE THAT
EFFECTIVE.
NEVER GOT THE MOMENTUM THAT IT
NEEDED AND BECAUSE IT WAS A
POLITICAL VULNERABILITY FOR US
IT WAS HARD FOR ME TO GET
APPROVAL FOR THE NEXT THING.
THAT LAST THING YOU DID WAS A
REAL MESS.
THIS IS TRUE.
IT WAS A REAL MESS?
WHAT MAKES YOU THINK THIS NEXT
ONE ISN'T GOING TO BE A BIGGER
MESS?
THEN FOR ANY COMPANY THAT STICKS
THEIR NECK OUT TO TRY TO DO THE
NEXT THING THERE'S SOMEBODY IN
THERE DRIVING THAT.
EVERY POLITICIAN WHO DECIDES TO
STEP OUT AND TAKE A RISK AND
STAND FOR SOMETHING THEY ARE
TAKING A RISK.
EVERY TIME WHEN THEIR FRIENDS
MAKE THEM PAY A POLITICAL PRICE
THE LIKELIHOOD THEY ARE WILLING
TO TAKE THAT RISK AGAIN NEXT
TIME IS GREATLY DIMINISHED.
OR THE PERSON WHO WAS DRIVING IN
THAT COMPANY OR IN GOVERNMENT
WHO DROVE THAT HAS NOW HAD THEIR
KNEES CHOPPED OFF.
LUCKILY THIS WAS A BIG PARTY FOR
US AND WE WEATHERED THAT AND
CARRIED ON.
BUT THAT COULD HAVE BEEN THE END
OF IT.
WE HAVE TO DO A MUCH BETTER JOB
AT NOT TURNING OUR WINS INTO
LOSSES.
I AM NOT SURE WHAT LIKE RAJ
SAID, BUT I KNOW RAJ'S CRITIQUE
PRETTY WELL, POLLEN'S CRITIQUE
REALLY WELL.
IF YOU LOOK AT WHAT WE DID AND
JUST TO NAME A FEW WHILE I AM
HERE.
WE TRANSFORMED SCHOOL NUTRITION,
BANNED JUNK FOOD FROM SCHOOLS,
BANNED TRANS FATS, AGAINST WHAT
YOU HAD READ IT WAS RELEASED.
WE ELIMINATED DIRECT PAYMENTS IN
SUBSIDIES.
WE GOT INSURANCE FOR FRUITS AND
VEGETABLES WHICH THEY DIDN'T
HAVE BEFORE.
BIG DEAL.
WE FUNDED LOCAL FOOD SYSTEMS.
ANYBODY WHO SAYS WE DIDN'T MAKE
HUGE PROGRESS ON ANTIBIOTICS
DOES NOT KNOW WHAT THEY ARE
TALKING ABOUT.
WATERS IN THE U.S. MADE IT THE
BIGGEST POLICY MOVEMENT WE DID.
MOST PEOPLE IN THE FOOD MOVEMENT
PAY LITTLE ATTENTION TO IT.
WE TRANSFORMED BUSINESSES.
MY PLATE, NUTRITION FACT PANELS.
I COULD GO ON AND ON.
PROTECTING WATER AND ALL OF THE
CLIMATE CHANGE WORK.
WE KICKED A BUNCH OF BUTT.
WE GOT A LOT DONE.
HUGE AMOUNT DONE.
IT SHOULD BE LIKE ANOTHER WIN.
WHO IS NEXT.
ANOTHER WIN, WHAT'S NEXT.
COMING FOR YOU.
GET ON BOARD OR YOU ARE GOING TO
BE RUN OVER.
THAT SHOULD HAVE BEEN OUR
POSTURE AS A COLLECTIVE.
DOESN'T MEAN WHEN SOMEBODY
STEERS WRONG OR DOESN'T GO FAR
ENOUGH YOU DON'T PUSH THEM.
BUT THAT SHOULD BE -- YOU GUYS
SHOULD FEEL LIKE THE WIND IS AT
YOUR BACKS.
BUT MOST OF THIS STUFF I AM SURE
YOU GUYS HAVE READ.
THIS IS IN THE CONTEXT OF BY FAR
THE MOST PROGRESSIVE
ADMINISTRATION IN HISTORY ON
FOOD POSITIVE.
NOBODY IN AMERICA.
NOBODY CLOSE.
IF YOU READ WHAT MOST PEOPLE
HAVE WRITTEN ABOUT IT, IT IS
LIKE WE WERE THE PROBLEM.
AND YOU READ THESE NARRATIVES
AROUND, YOU KNOW OH, THEY TRIED
BUT THE FOOD INDUSTRY IS SO
POWERFUL THEY COULDN'T STAND A
CHANCE.
FIRST OF ALL THAT'S JUST WRONG.
SECOND OF ALL, THAT'S JUST
STUPID.
IF YOU ARE TRYING TO BUILD A
MOVEMENT NOBODY WANTS TO GO TO A
LOSER.
THAT'S NO WAY TO BRING PEOPLE IN
TO THE FOLD.
THAT'S NOT WHAT PEOPLE LIKE TO
READ, THE BIG OVER THE FOOD
MOVEMENT.
FOOD INDUSTRY COMING IN AND
CAUSING HARM.
THAT'S NOT THE TRUTH.
THOSE GUYS ARE RUNNING SCARED.
THEY ARE DESPERATELY TRYING TO
CHANGE THEIR COMPANIES BECAUSE
THE CONSUMER IS CHANGING THEY
ARE FEELING THE PRESSURE.
THEY NEVER FELT IN THEIR ENTIRE
100 SOME YEARS FOR MOST OF THOSE
COMPANIES.
THAT'S AWESOME.
WE HAVE SO MUCH MOMENTUM.
IT IS A GREAT TIME TO BE DOING
THIS.
WE HAVE TO STOP TURNING OUR WINS
INTO LOSSES.
THIS IS HARD ENOUGH.
THIS WORK IS HARD.
THAT IS GOING TO BE ABSOLUTELY
CRITICAL IF WE ARE GOING TO
START UNLOCKING THE FULL
POTENTIAL, TO TRY TO UNLEASH
THAT MOMENTUM AS MUCH AS WE CAN.
SO THE QUESTION IS WHAT DOES
TOMORROW LOOK LIKE?
WHERE DO WE GO FROM HERE.
I WILL TRY TO BE PRETTY BRIEF.
FIRST OF ALL I THINK THE
CULTURE, THE FOCUS ON THE
CULTURE MUST CONTINUE.
WE STEAL WHAT COKE DID AND USE
THAT AS OUR STRATEGIC FOCUS.
COKE PUT THE ENTIRE BUSINESS ON
AN ARM'S REACH OF DESIRE.
THEY SURROUND PEOPLE WITH COKE
AND MAKE THEM WANT TO DESIRE.
WE HAVE TO SURROUND PEOPLE WITH
GOOD FOOD AND MAKE THEM WANT TO
DESIRE.
IT IS SIMPLE IN THE CORE.
VERY DIFFICULT TO ACCOMPLISH.
WE NEED TO STAY FOCUSED ON THAT.
THAT HELPS SHAPE THE CULTURE
AROUND US.
I THINK THAT CULTURE WILL THEN
HELP ALLOW FOR THE TECHNOLOGY TO
UNLOCK THEIR POTENTIAL.
THERE IS NOT MUCH HAPPENING
HERE.
YOU SAW A BUNCH WITH THE
INNOVATORS THAT YOU MET WITH.
I THINK THESE INNOVATIONS CAN
REALLY UNLOCK A LOT OF VALUE IN
HOW WE FEED OURSELVES.
A LOT OF THE -- THE PROBLEM WITH
OUR FOOD SYSTEM IS NOT
SUBSIDIES.
LITERALLY, COMPLETELY, UTTERLY
FACTUALLY UNTRUE.
IT IS NOT WHY PRICES ARE
DISTORTED.
YOU GO OUT AND TALK TO ANY AG
ECONOMIST YOU CAN GET THEY ARE
NOT GOING TO TELL YOU THAT.
REASON WE HAVE SUCH DISTORTION
IN THE FOOD SYSTEM IS BECAUSE
FOR DECADES WE HAVE INVESTED IN
COIN AND SOY RESEARCH.
IN THE LAST 50 YEARS WE HAVE
BEEN ABLE TO BRING SOY
PRODUCTION PER ACRE BY 7 PLUS
TIMES YIELD.
REASON IT IS CHEAP IS WE CAN
GROW SO MUCH OF IT ON ONE ACRE
NOW.
SO MUCH.
FRUIT AND VEGETABLES MAYBE TWICE
THE YIELD IN THE SAME AMOUNT OF
TIME.
THAT IS THE DISPARITY.
FORGET ABOUT WHAT YOU THINK
ABOUT GMO'S AND ALL OF THIS
OTHER STUFF.
THAT'S THE DISPARITY AND WHY
HEALTHY FOOD IS MORE EXPENSIVE
THAN UNHEALTHY FOOD.
WE HAVE TO MAKE HEALTHY FOOD
MUCH MORE ACCESSIBLE AND
AFFORDABLE TO PEOPLE.
IT IS THE BY BIOMES YOU HEARD
ABOUT.
THAT'S GOING TO CHANGE
EVERYTHING WE KNOW ABOUT
NUTRITION AND HEALTH.
WE ARE FEEDING OUR GUTS AND OUR
GUTS OUR FEEDING US.
WE FEED THE BUGS.
THAT'S A BIG DEAL.
SPECTROMETERS ARE GOING TO FORCE
TRANSPARENCY.
WHEN YOU CAN SCAN AN ORANGE AND
KNOW WHERE IT CAME FROM, HOW OLD
IT WAS, HOW LONG UNTIL IT GOES
BAD, HOW IT IS GOING TO TASTE,
YOU ARE GOING TO BE ABLE TO KNOW
HOW THAT APPLE IS GOING TO TASTE
BY PUTTING A LITTLE LIGHT ON IT.
IMAGINE THE TRANSPARENCY THAT
COMES THROUGH THAT.
IT IS GOING TO BE A GAME
CHANGER.
I THINK GENE EDITING IS GOING TO
BE TRANSFORMATIONAL.
ABILITY TO MANIPULATE THE
EXPRESSION OF SILENCING OF GENES
WITHIN THE GENOME.
FOOD WORLD IS GOING TO HAVE A
LOT OF WORK TO DO TO WORK THIS
ONE THROUGH.
IT IS NOT EXTERNAL DNA, IT'S NOT
A GMO BUT HAS A LOT OF
MODIFICATIONS.
WHAT IF YOU CAN GROW WHEAT WITH
FOUR TIMES THE FIBER OR BROCCOLI
WITH TWICE THE NUTRIENTS AND
RESISTANCE TO DISEASE SO YOU
DON'T NEED TO PUT A BUNCH OF
FERTILIZERS ON IT AND YOU CAN
GROW IT NOW FOR $0.50 A POUND?
WHAT DO WE THINK ABOUT THAT?
THE FOOD WORLD HAS TO REALLY
RECKON AND ENGAGE WITH HOW WE
UNDERSTAND SCIENCE AND
TECHNOLOGY.
WE DON'T WANT TO BE ANTI SCIENCE
BUT WE WANT TO MAKE SURE THE
INNOVATIONS ARE SERVING THE
NEEDS OF PEOPLE AND HELPING US
REACH THESE GOALS AROUND
SUSTAINABILITY AND HEALTH.
WE HAVE TO COME TO SOME
UNDERSTANDING HERE.
SO MUCH OF WHAT WE ARE DOING NOW
IS REACTING EMOTIONALLY TO THESE
SCIENTIFIC PIECES, WHO IS DOING
THEM RIGHT NOW.
BUT IT COULD REALLY STIFLE THE
PROGRESS THAT WE CAN MAKE.
THERE'S A LOT OF WORK WE ARE
GOING TO HAVE TO DO THERE, AND
THEN ON THE ACTIVISM FRONT IT IS
ALL ABOUT THE STATE AND LOCAL.
FOR TWO MAIN REASONS.
NOTHING IS HAPPENING IN
WASHINGTON, D.C. RIGHT NOW.
NOTHING IS GOING TO HAPPEN THERE
FOR A WHILE.
FROM THE EXECUTIVES WE DID MOST
OF WHAT YOU COULD DO ON YOUR
OWN.
THERE'S OTHER THINGS TO DO FOR
SURE, BUT THE VAST MAJORITY OF
FRUIT THAT WAS THERE TO PICK
FROM THE WHITE HOUSE HAS BEEN
PICKED.
IF ANYBODY WANTS TO PLACE A BET
ON CONGRESS I WILL GIVE YOU 10-1
ODDS THAT CONGRESS IS GOING TO
DO SOME GROUND BREAKING STUFF
OVER THE NEXT 5-10 YEARS.
IT DOESN'T MEAN ENGAGING IN
WASHINGTON ISN'T IMPORTANT
BECAUSE THERE WILL BE A LOT OF
ATTACKS ON PROGRESS.
FARM BILL IS ALWAYS IMPORTANT NO
MATTER WHO IS IN POWER.
I AM NOT SAYING TAKE YOUR EYE
OFF THE BALL.
ACTUAL FOUNDATION OF THE
MOVEMENT WILL BE BUILT ON THE
STATE AND LOCAL LEVEL.
THAT'S QUITE EXCITING.
SO MUCH IS HAPPENING.
WHERE THERE ARE PARTS OF REAL
FOOD MOVEMENT IT IS IN THOSE
POCKETS OF STATE AND LOCAL.
YOU ARE BUILDING THE PIPELINE
AND THE ROAD MAP FOR THE FEDERAL
GOVERNMENT HOPEFULLY WHEN THEY
GET THEIR STUFF TOGETHER AND THE
CULTURE WILL HAVE SHIFTED WE
WILL BE READY TO TAKE MORE
ACTION.
REAL QUICKLY, HOW DO YOU START
TRANSLATING ALL OF THIS?
IT MEANS A LOT OF THINGS.
IT MEANS GETTING IN.
SO IT MEANS GOING TO DC AND
WORKING FOR A HOUSE MEMBER OR
SENATOR.
IT MEANS RUN FOR OFFICE.
RUN FOR STATE, CITY COUNCIL.
RUN FOR YOUR SCHOOL BOARD.
RUN FOR ANYTHING IF YOU REALLY
WANT TO GET ALL OF THE WAY IN GO
TO LAW SCHOOL.
WE NEED MORE LAWYERS.
SO THAT'S IF YOU WANT TO MAKE A
LIFE OUT OF THESE ISSUES.
OTHER THING IS WE NEED TO BRING
THE POLICIES AND IDEAS AND WORK
TO ALL KINDS OF INSTITUTIONS.
YOU GO WORK AT, WHEREVER YOU
WORK, DOESN'T MATTER WHERE YOU
ARE.
PART OF HOW WE WEAVE A CULTURE
AND FABRIC OF A HEALTHIER WORLD
WHEN IT COMES TO FOOD IS
WHATEVER YOUR JOB IS CAN WE
IMPROVE THE FOOD IN THIS ONE
OFFICE BUILDING.
CAN WE MAKE POLICIES EASIER FOR
MOMS TO BREAST-FEED, BECAUSE WE
KNOW THAT'S SO IMPORTANT FOR THE
LONG-TERM HEALTH OF THE KID.
ALL OF THESE VARIOUS ISSUES NEED
TO BE TAKEN EVERY WHERE.
EVEN IF YOU ARE NOT DECIDING I
AM GOING TO BE A POLICY PERSON
FOR THE REST OF MY LIFE THERE'S
WAYS TO TAKE THIS ANYWHERE YOU
GO THAT I THINK ARE ESSENTIAL IN
SOLVING THESE CHALLENGES.
I WILL END BY SAYING, I COULD
NOT BE MORE OPTIMISTIC ABOUT
WHERE WE ARE.
TEN YEARS AGO NOBODY COULD HAVE
IMAGED THIS MUCH STUFF COULD
HAVE HAPPENED.
NOBODY.
BOTH IN THE WHITE HOUSE BUT
EVERY WHERE.
CAN YOU IMAGINE GOING TO A CLASS
LIKE THIS WHEN WE WERE IN
COLLEGE?
NO.
I COULDN'T.
SO WE ARE IN THE PERFECT TIME TO
BE DOING THIS WORK.
THERE'S NO BETTER TIME TO TAKE
THESE ISSUES ON.
I AM EXCITED TO SEE YOU GUYS
THAT YOU ARE REAL AND THIS
EXISTS.
I AM EXCITED TO SEE ALL OF THE
GREAT WORK AND CHANGE THAT YOU
GUYS ARE GOING TO DO IN THE
YEARS TO COME.
THANK YOU GUYS SO MUCH.
(APPLAUSE)
- SAM, THANK YOU FOR THE
COMMENTS.
THANK YOU FOR ALL OF THE WORK.
WE DON'T REALLY APPRECIATE HOW
HARD THAT WORK IS AND HOW THE
CRUCIBLE OF WASHINGTON IS NOT A
KIND AND GENTLE PLACE.
- NO, IT'S NOT.
- TRUST DOES NOT RUN ABUNDANTLY.
I AM IN AWE OF HOW YOU AND YOUR
COLLEAGUES AND THE
ADMINISTRATION ACCOMPLISHED
THEM.
I THINK MANY OF US MISS THAT
LEADERSHIP DRAMATICALLY.
A COUPLE OF THINGS.
WHILE YOU WERE SPEAKING ONE OF
MY FACULTY COLLEAGUES AT
BERKELEY CHIMED IN AND SAID I
LOVED SAM'S TALK.
IN 2009 THERE WERE A LOT OF FOOD
COURSES AROUND THE COUNTRY,
MAYBE NOT
A FOOD POLICY MASTERS.
- YES.
THAT'S WHAT I WAS REFERRING TO.
- BERKELEY HAS I THINK 190
AFFILIATED FACULTY WITH BERKELEY
FOOD INSTITUTE THEY ARE DOING
PIECES OF FOOD.
BUT I THINK YOUR POINT IS
THERE'S A MOMENT TO PULL THIS
TOGETHER INTO MUCH DEEPER STUDY
AND POLICY.
SO AROUND THIS ISSUE OF
LEADERSHIP, I AM FASCINATED WITH
WHERE ARE THE PLATFORMS FOR
THOSE LEADERS?
WHERE DO THEY EXIST?
THAT'S ONE QUESTION.
THIS IS MY VIEW.
IT IS PRETTY NAIVE.
YOU SEE MONEY.
NEED FOR A LOT OF MONEY AND
THERE'S A LOT OF BIG FUNDERS AND
THERE'S NO CONSTRAINTS ON HOW
MUCH PEOPLE CAN GIVE TO
DIFFERENT POLITICAL ACTIVITIES.
SO WHEN YOU THINK ABOUT LIKE HOW
DO YOU AGGREGATE OR COALESCE OF
POCKETS OF DOLLARS, WHERE DO YOU
FIND COMMON GROUND ACROSS
BIPARTISAN INTEREST?
IS THERE A LITTLE ISLAND OR LULL
LEE PAD OF FOOD TO BE BUILT?
- I THINK IT COULD BE BUILT.
I THINK IT IS STARTING TO BE
BUILT.
I THINK YOU ARE STARTING TO SEE
MORE INVESTMENT IN THIS BASE
BOTH ON THE BUSINESS SIDE, BUT
ALSO ON THE ADVOCATE AND POLICY
AND POLITIC ENGAGEMENT SIDE.
ULTIMATELY MOST OF THESE ISSUES
ARE BIPARTISAN.
UNFORTUNATELY RIGHT NOW THEY ARE
KIND OF BECOMING A VICTIM FOR
THE PARTISANSHIP.
PARTISANSHIP IS SO INTENSE RIGHT
NOW IN WASHINGTON, NOTHING IS
RISING ABOVE IT.
I THINK THIS COMES BACK TO THE
MOMENTUM POINT.
FUNDERS WANT TO FUND SOMETHING
THAT'S GOING TO WORK AND THEY
FEEL LIKE IS GOING TO MAKE A
DIFFERENCE.
IF THINGS AREN'T WORKING, WHY
PUT IN 50 MILLION BUCKS INTO
THAT IF ALL OF THE GOOD COMES
OUT IS NOT THAT GOOD.
I THINK TELLING THE STORY OF
PROGRESS AND SHOWING THAT THESE
ADDITIONAL INVESTMENTS COULD
HIRE 50 STUDENTS FROM THIS CLASS
TO GO UP AND START LOBBYING ON
THE HILL BECAUSE WE COULD GET
THESE TEN THINGS DONE, THOSE ARE
THE KINDS OF STRATEGIES THAT WE
NEED TO BE PUTTING TOGETHER, BUT
NOT THE -- IT'S LIKE THE LITTLE
STRATEGY.
I MEAN IT'S THE TRANS FAT
STRATEGY, IT'S THE FRUIT AND
VEGETABLE SNACK PROGRAM
STRATEGY.
IT'S VERY DETAILED.
BIG IDEA THINGS DON'T TRANSLATE.
I THINK FIGURING OUT WHAT WE
THINK WE CAN REALLY ACCOMPLISH
AND DOING THAT HARD-CORE WORK IS
THE KEY.
IF YOU CAN GO TO FUNDERS AND SAY
WE ARE GOING TO FOCUS ON THIS
PART OF THE ISSUE, SUSTAINABLE
FISHERIES FOR EXAMPLE, AND THESE
ARE THE KIND OF THREE CORE
PROBLEMS AND THESE ARE THE THREE
POLICIES WE WANT TO START
PUSHING.
THAT'S THE KIND OF THING THAT
CAN GET SOME REAL FUNDING.
YOU CAN SHOW THAT AND WITH
CONFIDENCE YOU CAN GET IT DONE.
THERE'S ORGANIZATIONS THAT ARE
DOING THAT.
ONES THAT ARE MOST CONCRETE AND
WEDDED INTO THOSE DETAILS ARE
THE ONES THAT ARE MOST
EFFECTIVE.
COME UP WITH PLANS, LIKE DO THE
HARD WORK, TALK TO THE PEOPLE
YOU TALK TO, COME UP WITH PLANS
AND STRATEGIES AND FIGURE OUT
WHO IS GOING TO BE PART OF THE
COALITION, BECAUSE NOBODY DOES
THIS BY THEMSELVES.
THAT IS THE KIND OF WAY THAT I
THINK YOU CAN FIND AN
ORGANIZATION THAT IS CLOSE,
MAYBE CAN HELP YOU FUND RAISE
AND THAT I THINK IS HOW IT
REALLY STARTS.
- I APPRECIATED YOUR COMMENTS
ABOUT THE IMPORTANCE OF THE
IDEAL AND CURRENT REALITIES.
WE HAVE A TOOL IN THE
ENTREPRENEURIAL KIND OF COURSE
CALLED THE CREATIVE TENSION
MODEL WHERE WE TALK ABOUT
POSITION AND THE CURRENT REALITY
AND THE PATHWAYS.
LEADER'S JOB IS TO MAINTAIN THE
PROPER AMOUNT OF CREATIVE
TENSION THAT MAINTAIN
MOTIVATION, COMMITMENT,
MOMENTUM.
BUT IF IT IS TOO MUCH, IF THE
CURRENT REALITY BEARS NO
RELATIONSHIP TO THE IDEAL FOR
THE VISION, THEN THE WHOLE THING
FALLS APART.
PEOPLE DON'T BELIEVE.
THEY LOSE INTEREST.
THEY GET DEMORALIZED.
IF THE VISION IS NOT SUITABLY
SORT OF AMBITIOUS FROM THE
CURRENT REALITY PEOPLE AREN'T
INVESTED.
AS A LEADERSHIP MODEL I AM
INTERESTED IN A COUPLE OF
THINGS.
ONE, THERE ARE A LOT OF LIKE
REALLY INTERESTING KIND OF
SMALLISH FOOD ORGANIZATIONS, AND
THEY ARE KIND OF UNDER
CAPITALIZED, THEY ARE UNDER
RESOURCED.
SOME OF THEM HAVE GREAT
LEADERSHIP BUT THEY DON'T HAVE A
FULL TEAM.
HAVE YOU LOOKED AROUND AND
THOUGHT IF YOU COULD MOVE THE
PIECES AROUND, IS THERE A
DESIGN -- YOU WERE TALKING ABOUT
WE HAVE A LOT OF FRAGMENTATION.
I THINK YOUR POINT ON THE LAW OF
CRITICISM WAS WELL HEARD.
THERE'S A LOT OF ORGANIZATIONS
THAT ARE DOING -- THERE'S I
DON'T KNOW, SHOULD THEY MERGE?
SHOULD THEY TALK TO EACH OTHER?
- IT IS HARD TO ANSWER THAT JUST
WITH A BLANKET SORT OF ANSWER.
I THINK EACH PART IS DIFFERENT.
I THINK WE NEED TO -- I THINK WE
DO NEED TO HAVE SOME CONSENSUS
ON KIND OF PRAGMATIC PRINCIPLES
AND REAL STRATEGIC OBJECTIVES,
WHICH EVERYBODY CAN WORK TOWARDS
IN THEIR OWN WAY AND START
FIGURING OUT, OKAY, WHAT ARE WE
GOING TO SET ASIDE AND NOT WORRY
ABOUT.
WHAT IS REALLY IMPORTANT?
- WHO IS THE BEST PERSON TO DO
THAT.
I REMEMBER WHEN TOM HARKIN WAS
IN THE SENATE.
HE WAS THE CHAMPION OF
PREVENTATIVE HELP.
THAT REALLY FILTERED DOWN IN
FOOD.
HE WAS HERE, HE PROTECTED THAT
AND HE WAS A VERY RESPECTED GUY.
- HE IS GONE.
- I THINK --
- I THINK SENATOR STABENOW IS
OUR BEST GET IN THE SENATE.
SHE IS TOUGH, SHE IS SMART.
SHE CARES ABOUT THIS STUFF.
SHE IS ALSO PRAGMATIC.
SHE IS THE BEST HOPE THAT
PROGRESSIVES HAVE ON AGRICULTURE
ISSUES FOR SURE.
SHE CAUSES SOME TROUBLE IN
THERE.
A LOT OF PEOPLE WERE LET DOWN
WITH HER BECAUSE THERE WAS AN
ULTIMATE COMPROMISE ON JUST
LABEL IT BUT THAT'S ALWAYS GOING
TO BE THE OUTCOME OF THAT.
PART OF THE PROBLEM WAS, IT WAS
EXACTLY WHAT WE WANT OR IT IS A
MESS.
THAT WAS A PERFECT EXAMPLE OR
STABENOW.
SHE PUT HER NECK OUT AND FOUGHT
TOOTH AND NAIL TO MAKE COMPANIES
DISCLOSE THEY ARE USING GMO'S.
THAT'S AN INCREDIBLE
ACCOMPLISHMENT.
IF YOU WOULD HAVE ASKED ME IF IT
WAS POSSIBLE THREE YEARS AGO I
WOULD HAVE TOLD YOU NO HE WAY.
NOT EVEN CLOSE.
I THINK THAT WAS THE RIGHT FIGHT
TO BEGIN WITH.
WE WENT DOWN THAT WAY.
SPENT A LOT OF MONEY ON ALL
SIDES AND SHE REALLY HELD THE
LINE AND GOT A LOT DONE.
DIDN'T GET EVERYTHING DONE.
SHE GOT HER HEAD CHOPPED OFF FOR
IT.
WHY WOULD SHE GO TO BAT FOR THAT
COALITION AGAIN?
- YOU SHOULD WRITE HER A THANK
YOU.
- TOTALLY SHOULD WRITE HER A
THANK YOU.
DOES IT HELP TO CALL OR WRITE
OR -- THE ANSWER IS, ABSOLUTELY.
THEY ARE JUST HUMAN BEINGS
EVERYBODY IN THERE.
THEY LOVE WHEN THEY HEAR FROM
CONSTITUENTS SAYING YOU DID A
GREAT JOB.
THEY HATE WHEN PEOPLE KNOCK ON
THE DOOR AND SAY I THINK YOU ARE
NOT DOING A GOOD JOB.
THEY HATE WHEN YOU CALL.
HATE IT.
TRUST ME, IT REALLY MATTERS.
DOESN'T ALWAYS FEEL THAT WAY
BECAUSE YOU CAN CALL AND THEY
END UP DOING THE SAME THING.
MAN, THEY HEAR IT.
I AM AMAZED AT HOW EFFECTIVE IT
IS.
AND BY THE WAY, LIKE FOR US WHEN
WE DO SOMETHING THAT I WOULD
TELL THE TEAM YOU CAN'T DO THIS,
WE ARE GOING TO BE CRUSHED BY
THE MOVEMENT AND WE HAVE TO DO
IT FOR WHATEVER LEGAL REASON OR
WHATEVER.
I SIT THERE AND LOOK AT MY
PHONE.
WHEN YOU ARE WAITING FOR THE
GIRL TO CALL YOU BACK.
IS THIS WORKING?
YEAH, IT'S WORKING.
THEN I CALL USCA, THEY SAY DID
YOU HEAR FROM ANYBODY?
NOPE.
PEOPLE DIDN'T CARE ABOUT IT THAT
MUCH.
THAT STUFF REALLY MATTERS.
I CAN'T OVER STATE IT ENOUGH.
I THINK SHE IS A REALLY GOOD
CHAMPION ON THIS STUFF.
- WHAT ABOUT THE PEOPLE THAT
KIND OF CAME OUT OF YOUR TEAM.
YOU DECIDED TO TAKE YOUR ACTION
RIGHT NOW INTO YOUR TEACHING,
YOUR SPEAKING, YOUR INVESTING,
YOUR MENTORING YOUNG COMPANIES.
YOU ARE FOCUSED ON ENTREPRENEUR
SHIP AND INNOVATION.
TELL US ABOUT THAT.
MAYBE -- I WOULD LOVE FOR YOU TO
TALK A LITTLE BIT ABOUT THE
SERENDIPITY.
- MY STORY?
- YEAH.
ONE OF MY FAVORITE TOPICS THESE
DAYS.
- SHOULD I START WITH THAT?
- THEN WE WILL HAVE TIME FOR
QUESTIONS.
- I GUESS MY STORY IS, I WAS
TRYING TO BE A PROFESSIONAL
BASEBALL PLAYER.
I HAD DREAMS.
DIDN'T GO SO WELL APPARENTLY.
I WENT TO JUNIOR COLLEGE TRYING
TO GET DRAFTED IN KANSAS CITY
KANSAS COMMUNITY COLLEGE.
MY POOR MOTHER COULD NOT SLEEP
FOR A YEAR AS I DID THAT.
I ENDED UP TRANSFERRING TO THE
UNIVERSITY OF CHICAGO GOT A
HISTORY DEGREE.
IN MY -- I WILL GIVE YOU -- I AM
WRITING, ONE OF TWO BOOKS, I
WILL GIVE THIS FOR YOU, WILL,
BECAUSE I LOVE YOU.
BECAUSE YOU LIKE SERENDIPITY SO
MUCH.
I WORKED ONE SUMMER IN A
RESTAURANT IN CHICAGO, SO I SAID
TO THE HEAD OF THE PROGRAM IN
VIENNA, THE ONLY PROGRAM I GOT
INTO.
I DIDN'T GET INTO IT.
I GOT WAIT LISTED.
I TOLD THE GUY, LISTEN, YOU GOT
TO LET ME IN I AM GOING TO MAKE
THE MOST OUT OF THIS OUT OF
ANYBODY ELSE IN THE CLASS.
I WILL MAKE THE MOST OF IT I
PROMISE YOU.
TWO WEEKS LATER I GOT IN.
THIRD DAY I WAS IN VIENNA I HAD
SAID TO THE HEAD OF THE PROGRAM,
I AM INTERESTED IN FOOD, MAYBE
YOU COULD GET ME INTO A PASTRY
SHOP ONCE A WEEK.
VIENNA, I HEAR THEY ARE REALLY
GOOD IN PASTRIES.
THAT WAS ALL I KNEW.
AND SHE CAME BACK AND SAID THIRD
DAY -- SECOND DAY I AM IN VIENNA
SHE CALLS ME AND SAYS, OKAY, MY
HUSBAND'S UNCLE'S FRIEND FROM
COLLEGE'S SON RIDES BICYCLES
WITH THE SIOUX CHEF OF THE BEST
RESTAURANT IN VIENNA.
IF YOU WANT TO MEET HIM
TOMORROW, HE WILL MEET YOU ON
THE STREET.
HOW IS THAT FOR SERENDIPITY.
I GO TO THE OLD PART OF VIENNA.
I AM SITTING THERE.
I DIDN'T KNOW WHERE I WAS.
I DIDN'T KNOW ANYTHING.
THERE IS THIS GUY ACROSS THE
STREET WITH LIKE THIS RACING
BIKE AND FULL LIKE RACING
SPANDEX AND GEAR, HOMEMADE
BRANDINGS ON HIS ARMS, BIG PRADA
SUNGLASSES AND A BLACK BANDANA.
I SAID GOD THAT DUDE LOOKS SO
CRAZY.
HE'S STANDING THERE I AM
STANDING THERE.
HE SAID ARE YOU A YANKEE THAT
WANTS TO COOK?
I WAS LIKE, OH, SHIT.
LIKE, YES.
BUT HE TURNED OUT TO BE THE BEST
CHEF I EVER WORKED WITH IN MY
WHOLE LIFE.
HE INVITED ME INTO THE KITCHEN.
I ENDED UP STAYING FOR A YEAR
AND A HALF.
I WENT BACK TO THE STATES TO GET
A WORKER'S PERMIT.
I WENT BACK AND WORKED
ILLEGALLY.
I WAS THERE FOR A YEAR AND A
HALF.
HE TRAINED ME, TAUGHT ME
EVERYTHING I KNEW.
I STAYED IN HIS APARTMENT.
HE MOVED IN WITH HIS GIRLFRIEND.
THEY FED ME AND GAVE ME A BUNCH
OF WINE AND GAVE ME KNOWLEDGE
AND KICKED MY BUTT FOR 18 MONTHS
THEN THE AUTHORITIES FOUND OUT I
WAS THERE AND I GOT RUN OUT OF
THE COUNTRY AND THREATENED TO BE
ARRESTED AND I LIKE HAD TO GO.
BUT THAT'S --
- THAT SHOW UP ON YOUR WHITE
HOUSE CLEARANCE?
- THEY DIDN'T ASK ME ABOUT THAT
AND I CERTAINLY DIDN'T TELL
THEM.
THAT SENT ME ON MY PATH,
INCLUDING LEARNING AND BEING
SHOOK ABOUT, AND AWOKEN ABOUT
HEALTH ISSUES AND FOOD,
SUSTAINABILITY ISSUES AND FOOD.
QUICKLY I STARTED PUTTING DOWN
COOKBOOKS AND STARTED READING
EVERY FOOD POLICY BOOK.
IT WAS BEFORE KINDLE.
SO I LITERALLY HAD MY BAG -- I
SPENT FIVE YEARS TRAVELING
AROUND THE WORLD.
I HAD TWO-THIRDS OF MY BAG WAS
FULL OF BOOKS.
I REMEMBER ASKING MYSELF, WHY AM
I READING ALL OF THIS?
WHAT AM I DOING?
I WAS IN NEW ZEALAND AND I
SLUGGED IT OFF AND WENT READING
THE HISTORY OF AGRICULTURE BOOK.
INCREDIBLE BOOK.
EVENTUALLY IT ALL MADE SENSE.
AT THE TIME IT DIDN'T MAKE ANY
SENSE.
- HOW DO YOU END UP COOKING FOR
A SENATOR IN ILLINOIS?
- I ENDED UP AFTER SORT OF
COOKING, TRAVELING UNTIL I WAS
BROKE, COOKING, TRAVELING UNTIL
I WAS BROKE, I WENT BACK TO
CHICAGO TO ORGANIZE CHEFS AROUND
FOOD POLICY WAS MY STATED
INTENT.
AND THIS WAS IN 2007.
FAMILY THAT I WAS COOKING FOR IN
NEW ZEALAND WAS FROM CHICAGO.
I HAD KNOWN THE OBAMA'S A LITTLE
BIT IN HIGH SCHOOL.
NOT SUPER WELL, BUT I KNEW THEM.
DAD OF THE FAMILY RAN INTO
MICHELLE AND THEY STARTED
TALKING.
THIS IS ALSO THE THIRD DAY I GOT
BACK.
ENDED UP GETTING RECONNECTED
WITH MICHELLE AND STARTED
HELPING THEM A FEW TIMES A WEEK.
THERE WAS LIKE JUST GRANDMA.
THEY DIDN'T HAVE A STAFF.
THEY WERE PROFESSORS,
PROFESSIONALS AND STUFF OUTSIDE
OF CHICAGO.
THERE WAS NOT ANY TYPE OF TEEN.
I STARTED HELPING HER A FEW
TIMES A WEEK.
WE STARTED DREAMING ABOUT -- WE
STARTED -- OVERHAULED ALL OF HER
FOOD.
THE KIDS GOT MARKEDLY HEALTHIER.
WE STARTED THINKING ABOUT WHAT
COULD WE DO IF WE GOT INTO THE
WHITE HOUSE.
FIRST THING WE WOULD DO PLANT A
GARDEN.
SEE HOW THAT GOES.
THAT WENT WELL.
THEN WE DID THE BIG CHILDHOOD
HEALTH INITIATIVE.
WE STARTED CRACKING UP HE WAS 30
POINTS DOWN IN THE POLLS THIS IS
CRAZY.
THIS ISN'T HAPPENING.
OBVIOUSLY WE WERE WRONG.
THANKFULLY.
AND THEN AWAY WE WENT.
BASICALLY HAD A PLAN, A VISION
FOR WHAT IT WAS GOING TO BE.
NO REAL SENSE OF WHAT THAT
MEANT, THOUGH, BECAUSE NOTHING
PREPARES YOU FOR THAT PLACE.
BUT OFF WE WENT.
- THANK YOU FOR SHARING THAT.
BRANDON OFFERED A QUESTION HERE.
HOW WILL THE TRUMP
ADMINISTRATION'S OUTLOOK ON FOOD
POLICY AFFECT AMERICAN
RESTAURANTS AND THEIR
INCLINATIONS TO DISPLAY
TRANSPARENCY TO THEIR CONSUMERS?
- I WILL JUST SAY A WORD ABOUT
THE TRUMP ADMINISTRATION IN
GENERAL AND FOOD.
I AM NOT GOING TO GO THERE.
I AM NOT GOING ALL OF THE WAY
THERE.
I THINK RIGHT NOW I FEEL PRETTY
CONFIDENT MOST OF WHAT WE
ACCOMPLISHED IS GOING TO REMAIN.
FOR MOST OF THE WORK THAT WAS
DONE THE TRAIN HAS LEFT THE
STATION.
POLICIES ARE IMPLEMENTED.
BUSINESSES HAVE ADJUSTED.
SCHOOLS FOR EXAMPLE, EVERYBODY
HAS CHANGED THEIR PRODUCTS.
ALL OF THE SCHOOLS ARE
IMPLEMENTING IT.
SALES ARE UP.
YOU ARE GOING TO SPEND CAPITAL
PUTTING JUNK FOOD BACK IN
SCHOOLS?
IS NO PARENT SUPPORTS THAT WHEN
WE BREAK DOWN WHAT IT MEANS.
YOU MAY SEE LITTLE STUFF LIKE
SLIGHTLY CHANGING THE SODIUM
NUMBER, MAYBE TWEAKING HOW MUCH
WHOLE WHEAT BUT IT IS ALL LITTLE
STUFF.
THEY MAY MAKE IT OUT TO BE LIKE
OH, ROLLBACK OBAMA POLICY.
HEART AND CENTER OF WHAT WE DID
IS NOT GOING ANYWHERE.
BUSINESSES DON'T WANT IT TO GO
ANYWHERE.
THERE ARE BIGGER RULES LIKE
WATER IN THE U.S. IS A BIG
THREAT.
A BUNCH OF THE ENVIRONMENTAL
STUFF OBVIOUSLY IS REALLY IN
JEOPARDY AND THAT IS QUITE
CONCERNING.
THE BODY OF REGULATORY WORK, YOU
WANT TO PUT TRANS FATS BACK INTO
FOOD?
BRING THAT ONE ON.
MOST OF THE STUFF WE DID MADE
COMMON SENSE TO FAMILIES AND TO
PARENTS.
I FEEL PRETTY CONFIDENT ON THE
BODY OF THE WORK.
IN TERMS OF RESTAURANTS -- BUT I
ALSO THINK WE ARE GOING TO SEE
WHAT KIND OF MOVEMENT WE GOT.
PRESIDENT AND THE FIRST LADY
MADE OUR MOVEMENT WAY BIGGER
THAN IT WAS.
AND WE ARE GOING TO SEE WHAT HAS
BEEN BUILT IN THAT TIME, BECAUSE
I THINK WE HELPED CREATE A LOT
OF MOMENTUM SO A LOT OF THINGS
WERE ABLE TO BE ESTABLISHED AT
THAT TIME.
WE WILL SEE HOW STRONG IT IS AND
HOW WE CAN TRY TO NOURISH IT IN
THIS TIME TO GET READY FOR THE
NEXT TIME WHEN WE HAVE SOMEBODY
IN OFFICE WHO IS READY TO TAKE
THE-US ON SO WE CAN BE MUCH MORE
EFFECTIVE THAN WE WERE.
- ARE THERE OPPORTUNITIES TO
PREPARE AND EDUCATE PEOPLE?
HOW DO THE STUDENTS HERE
INFLUENCE?
- GET ENGAGED.
SHOW UP.
SHOW UP.
- I JUST GOT AN E-MAIL FROM
MICHEL NISCHAN OFFICE AND
WHOLESOME WAIT IS LOOKING FOR
PEOPLE FOR PROJECTS.
IF YOU ARE INTERESTED GET IN
TOUCH.
- WHEN YOU GO TO NC MOST OF THE
OFFICES ON THE HILL LOOK JUST
LIKE THIS CLASS.
THEY LOOK JUST LIKE THIS CLASS.
YOU GUYS ARE DOING ALL OF THIS
WORK.
IT IS NOT AN OLD PERSON'S SPORT.
CRAZY.
YOU MAKE NO MONEY AND WORK YOUR
BUTT OFF.
YOU JUST GOT TO SHOW UP AND
KNOCK ON DOORS.
IF YOU REALLY WANT TO DO IT YOU
HAVE TO FIND A PLACE TO DO THE
WORK.
JUST IN TERMS OF RESTAURANTS
SPECIFICALLY, I THINK THE
POLITICAL PRESSURE WILL BE MUCH
LESSON BUSINESSES TO CONTINUE TO
MAKE CHANGES, BUT CONSUMER
PERSONNEL IS EXTRAORDINARY.
I THINK THAT PRESSURE IS WAY
BIGGER THAN MICHELLE OBAMA OR
BARACK OBAMA WAY BIGGER THAN THE
WHITE HOUSE.
IT IS UNLEASHING ITS POWER.
I DON'T THINK THERE'S ANY
OPERATION -- THAT GENIE IS OUT
OF THE BOTTLE.
I DON'T THINK YOU CAN PUT THAT
BACK.
WHILE, YOU KNOW, 10 YEARS AGO
WITH THAT SHIFT, I THINK IT
MATTERS LESS NOW.
I THINK CONSUMERS WANT THIS.
THE NEW GENERATION OF COMPANIES
ARE FOUND IN THEIR BUSINESSES ON
THOSE KINDS OF THINGS LIKE
TRANSPARENCY OR SUSTAINABILITY
TO SOLVE THOSE PROBLEMS.
THAT DYNAMIC IS PUTTING PRESSURE
ON THEM.
WE ARE GOING TO FIGURE OUT HOW
TO CHANGE THEIR COMPANIES OR
THEY ARE GOING TO LOSE MARKET
SHARES AS YOUR GENERATION GROWS
UP.
SOME OF THOSE GUYS ARE GOING TO
GO OUT OF BUSINESS SOME ARE
GOING TO CHANGE FOR THE BETTER
THERE WILL BE A WHOLE NEW
GENERATION OF COMPANIES THAT ARE
DOING A MUCH BETTER JOB.
THAT IS WHAT'S HAPPENING RIGHT
NOW.
I AM NOT AS WORRIED ABOUT WHAT
IS HAPPENING IN WASHINGTON FOR
THAT REASON.
- WHO HAS THE MIC OVER HERE?
WHO HAS A QUESTION FOR SAM?
- IS NICHOLAS HERE TONIGHT?
WHY DON'T YOU ASK THE QUESTION.
ABOUT OBAMA'S FAVORITE DISH.
- WHAT'S THEIR FAVORITE FOOD?
- I WAS WONDERING WHAT THE
PRESIDENT'S FAVOR ARE THE FOOD
WAS?
- IF THAT WASN'T ASKED IT WOULD
HAVE BEEN THE FIRST TIME I HAVE
SPOKEN THAT IT WASN'T ASKED.
KEEP THE STREAK ALIVE.
SO MY CANDID ANSWER WAS IT'S TOP
SECRET.
I CAN'T TELL YOU.
ALTHOUGH SOME PEOPLE THOUGHT IT
WAS SOME SORT OF SECRET.
HE -- THEY EAT VERY EVERYDAY
FOOD.
HE HATES FANCY FOOD.
IF HE CAN'T TELL YOU WHAT IT IS
HE IS NOT DOWN.
HE IS LIKE I DON'T KNOW WHAT
THAT IS.
NO FOAM.
NO POWDERS AND STUFF.
NONE OF THAT KIND OF FRILLY
THINGS.
HE EATS A GOOD CHEESE BURGER.
A LOT OF FISH.
A LOT OF VEGETABLES.
THE BURGER WAS HIS SATURDAY JUST
CHILL OUT KIND OF MEAL.
REALLY SIMPLE STUFF.
NOTHING CRAZY.
HE'S KIND OF LIKE ONE OF THOSE
GUYS WHO HE PLAYS IT OFF LIKE I
AM NOT FUSSY.
I DON'T CARE TOO MUCH.
BUT HE REALLY DOES CARE AND
THAT'S REALLY GOOD.
THAT WAS REALLY TASTY.
THAT WAS TASTY.
HE'S GOT THAT INTERESTING KIND
OF DUAL APPROACH.
- I HAVE A FOLLOW UP QUESTION,
WHAT DO THE DOGS EAT?
- DOG FOOD.
WE ARE NOT COOKING FOR THOSE
DOGS.
I WAS NOT MAKING THEM GOURMET
MEALS ALTHOUGH SOMETIMES THEY
WOULD HELP THEMSELVES TO A PLATE
THAT WAS LEFT UNATTENDED.
I DON'T KNOW WHAT GRAND IF
THAT'S WHAT YOU ARE ASKING.
- QUESTION OVER HERE, JASON.
- THANK YOU SO MUCH FOR COMING.
SO OBVIOUSLY HAVING THE OBAMA'S
AS YOUR BOSS COULD BE A VERY
STRESSFUL EXPERIENCE, ESPECIALLY
SINCE THEY ARE LEADERS OF THE
FREE WORLD.
HOW DID YOU HANDLE THE STRESS
AND HIGH PRESSURE SITUATION AND
MANAGING A LOT OF THINGS IN
GOVERNMENT THAT ALSO IS LIKE A
TASK ON ITSELF.
CAN YOU TALK A LITTLE BIT HOW
YOU DID LIKE SELF CARE OR
PERSONAL MANAGEMENT AROUND
STRESS?
- NOBODY HAS EVER ASKED ME THAT
QUESTION.
- YOU ARE AT BERKELEY.
- THAT'S AWESOME.
(LAUGHTER)
- (INAUDIBLE).
- SO WILL WHOLE THING WAS
STRESSFUL.
WORKING FOR THEM WAS STRESSFUL
BUT I HAD A PERSONAL
RELATIONSHIP WITH THEM.
YOU THINK OF IT AS ONE BIG TIME.
IT IS NOT ONE BIG TEAM.
EVERYBODY HAS THEIR OWN THING.
WHITE HOUSE IS FAMOUS FOR BEING
A TOUGH PLACE TO WORK.
EVERYBODY IS TRYING TO GET THEIR
STUFF DOWN THERE'S A LIMITED
AMOUNT OF TIME THE CLOCK IS
TICKING.
THAT IS REALLY CHALLENGING.
I THINK THE THING THAT WOULD
HELP ME IN THOSE REAL HARD
MOMENTS IF SOMETHING WASN'T
GOING WELL OR I TOOK ON A BIG
RISK THIS DIDN'T HAPPEN, I HAD A
BIG PROBLEM.
YOU JUST -- I WOULD JUST TRY TO
REALLY FOCUS ON WHAT WAS
IMPORTANT AND WHY WE WERE THERE.
ALWAYS KEEP THAT CLOSE.
PARTICULARLY FOR YOUNG PEOPLE.
I WAS THINKING ABOUT KIDS IN
SCHOOL WHO WERE SERVED A BUNCH
OF JUNK IN THE COMMUNITIES THAT
DON'T HAVE GOOD FOOD AND THE
ENVIRONMENTAL DEGRADATION.
I WAS LIKE I HAVE TO STAY THE
COURSE.
OTHER THOUGHT THAT HELPED ME WAS
LIKE IF BARACK CAN DEAL WHAT HE
IS DEALING WITH THEN I CAN
HANDLE THIS.
THAT THOUGHT, NOW THAT YOU MAKE
ME THINK ABOUT IT, THAT THOUGHT
WAS REALLY IMPORTANT.
I WAS DEALING WITH THIS LITTLE
TEENY PART OF THE WORLD AND THAT
HE HAD ON HIS BACK.
JUST BUCK UP.
YOU ARE ALL RIGHT.
- THAT'S THE ESSENCE OF
LEADERSHIP, REALLY.
- IN TERMS OF WHAT I DID FOR
MYSELF.
I DID NOT DO A VERY GOOD JOB.
I MEAN, I WORKED REALLY HARD.
FIRST TERM AS WE WERE TRYING TO
LAUNCH EVERYTHING IT WAS REALLY
KIND OF LIKE A START UP.
NOTHING LIKE THAT HAD EVER BEEN
DONE IN GOVERNMENT EVER.
NOT IN THE WHITE HOUSE NOT IN
THE FIRST LADY'S OFFICE NOTHING
STRUCTURAL AND POLICY.
MY ROUTINE WOULD BE AT THE WHITE
HOUSE BY 7:00, SPRINT FOR YOUR
WHOLE DAY BACK-TO-BACK THE WHOLE
DAY, THEN I WOULD LITERALLY LIKE
RUN OFF TEN TIMES RUN TO THE
WHITE HOUSE TO GET DINNER ON THE
TABLE AT 6:30.
I WOULD BE IN SOME IMPORTANT
MEETING WHERE I COULDN'T LEAVE
AND I AM LIKE OH MY GOD I HAVE
TO FEED THE PRESIDENT IN 30
MINUTES.
I GOT TO GO, GUYS.
THEN WE WOULD PLAY A LITTLE POOL
THEN I WOULD GO HOME AND EITHER
I WOULD COLLAPSE AND THEN WAKE
UP AT 3 AND THEN START
WORKING -- BY THE TIME I WAS
DOING DINNER EVERYBODY WAS
FINISHING E-MAIL AND STUFF SO
ALL OF THIS WOULD PILE UP.
I WOULD EITHER CRASH AT 10 OR 11
WHEN I GOT HOME WAKE UP AT 3 AND
START WORKING OR WORK UNTIL 3,
GO TO SLEEP FOR LIKE THREE HOURS
OR FOUR HOURS AND WAKE UP.
I WORKED EVERY SINGLE WEEKEND
WITHOUT EXCEPTION.
ALL DAY SATURDAY ALL DAY SUNDAY
FOR FOUR YEARS.
I DID NOT DO VERY GOOD JOB -- WE
HAD NO BUDGET.
I DIDN'T HAVE A SINGLE DOLLAR
ALLOCATED TO "LET'S MOVE" AND WE
HAD NO ROAD MAP.
THERE WAS NOBODY THERE HERE'S
HOW FOOD POLICY WORKS IN THE
WORK HOUSE.
THERE WAS NOBODY WITH FOOD IN
THEIR TITLE.
THAT'S CRAZY.
WE WERE MAKING IT UP AS WE WENT.
THAT WEPT WE HAD TO BE REALLY
CREATIVE.
YOU COULDN'T THROW MONEY AT IT
OR HIRE A COUPLE EXTRA PEOPLE.
AT A CERTAIN POINT THERE WAS A
YEAR WHERE I WAS THE TEAM WITH
AN INTERN.
WE GOT ALLEY AND MARISSA.
MARISSA IS AT STANFORD.
WE WERE ROCKING.
WE WERE LIKE WOW LOOK AT THIS
BIG TEAM.
I FELT LIKE WE HAD AN ARMY.
SECOND TERM IT GOT A LITTLE
BETTER.
I WOULD GO TO ONE OF MY FRIEND'S
RESTAURANT GETTING TASTY FOOD
AND HAVING A DRINK AND REALLY
APPRECIATING THAT.
AND BACK TO WORK.
- QUESTION OVER HERE.
- I HAVE ANOTHER QUESTION.
I THOUGHT IT WAS REALLY
INTERESTING WHAT YOU SAID ABOUT
LOCAL GOVERNMENTS AND CITIES
BEING THE MODEL LIKELY SPECIALLY
RIGHT NOW FOR WHAT THE FEDERAL
GOVERNMENT WILL TAKE ON.
HOW DO YOU SEE THAT WORKING ON
THE LOCAL LEVEL?
WHERE ARE THE WAYS WE CAN MAKE
PROGRESS AND YOU MENTIONED
CALLING REPRESENTATIVES AND
RUNNING FOR OFFICE, BUT FOR AN
AVERAGE CITIZEN WHO CARES AND
WANTS TO DO SOMETHING, BUT ISN'T
NECESSARILY GOING TO RUN FOR
OFFICE HOW DO YOU MAKE THAT
HAPPEN?
- DEPENDING ON WHERE YOU ARE
NOW.
YOU ARE AT BERKELEY.
THERE'S A LOT GOING ON HERE.
THERE'S A LOT IN SAN FRANCISCO.
YOU GUYS HAVE A BEAUTIFUL BUBBLE
FOR THIS STUFF.
I THINK ONE OF THE FUNDAMENTAL
THINGS YOU SHOULD SHOW UP TO
TOWN HALL MEETINGS.
ASK FOR MEETINGS.
THEY WILL HAVE MEETINGS WITH
STAFF AND LOCAL REPRESENTATIVES.
ANY POINT IN GOVERNMENT AND ASK
WHAT IS YOUR FOOD POLICY, WHAT'S
YOUR PLAN?
WHAT'S YOUR POLICY ON SCHOOLS.
WHAT'S YOUR POLICY ON LOCAL
VENDING OR WHAT -- JUST START
ASKING.
IF NOTHING ELSE TAKE AN HOUR OF
YOUR TIME SHOW UP AND ASK WHAT
THE POLICIES ARE.
IF ENOUGH PEOPLE DO THAT THEY
HAVE TO COME UP WITH A POLICY.
THEY CARE ABOUT CONSTITUENTS WHO
ASK SOMETHING AND DON'T DO IT.
THAT IS A FUNDAMENTAL PART OF
THE DEMOCRATIC MODEL.
- YOU GO TO A RESTAURANT AND ASK
WHERE DOES THE CHICKEN COME
FROM.
YOU GO TO THE RETAILER AND SAY,
WHAT IS YOUR SOURCING STANDARDS?
- SAME BASE YOU CAN DYNAMICS.
WHAT'S YOUR POLICY ON THIS.
CAN I GET MORE INFORMATION ON
THAT?
IF NOTHING ELSE THAT'S A REALLY
POWERFUL THING TO DO.
IF THERE IS A PARTICULAR ISSUE
YOU CARE ABOUT I AM SURE THERE
IS SOMEBODY ELSE WHO CARES, TOO.
THERE'S PROBABLY A GROUP DOING
SOMETHING ON IT.
I THINK THE WORK IS SEEKING THEM
OUT AND SAYING I WANT TO PUT IN
TWO HOURS A WEEK ON THIS, HOW
CAN I HELP?
WHATEVER THAT MAY BE.
YOU WILL START GETTING TRACTION
ON IT.
AS THOSE THINGS START TO ADD UP,
YOU SEE A FEW CITIES DO IT THEN
THE STATE IS LIKE THERE'S
SOMETHING HERE.
THEY ARE PASSING SOMETHING AND
THE MAYOR IS WINNING.
SO THE MAYOR PASSES SOMETHING,
THE MAYOR ENACTS IT AND VOTERS
LIKE IT, THE NEXT CITY IS LIKE,
I CAN'T HAVE MAYOR SO-AND-SO DO
THIS AND GET THE CREDIT.
I WANT TO DO THIS, TOO.
GOVERNOR IS SAYING WOW, THIS IS
MY STATE AND I HAVE ALL OF THIS
HAPPENING?
I AM GOING TO TAKE IT ON.
IT HAS TO BE WINS.
THAT'S WHY THE WINNING PART IS
SO IMPORTANT.
IF THE GOVERNORS ARE WINNING
THEN THE NEXT GOVERNOR IS LIKE,
WAIT, CALIFORNIA IS NOT BEHIND
TEXAS WE BETTER GET THIS GOING.
THAT'S HOW IT ALL WORKS.
IT'S WEIRD HOW THAT PLAYS OUT.
- THAT'S THE MOMENTUM.
- THAT'S THE MOMENTUM PART.
I JUST THINK SHOW UP.
- SHOW UP.
- LIKE EVERYTHING CAN START WHEN
YOU SHOW UP.
NOTHING HAPPENS WHEN YOU DON'T
SHOW UP.
- WE ARE GRATEFUL FOR YOU
SHOWING UP FOR THIS CLASS AND
FOR ALL OF THE PEOPLE WATCHING
THE LIVE STREAM, I HOPE YOU FEEL
INSPIRED AND EMPOWERED TO DIRECT
YOUR RESOURCES AND ATTENTION TO
MAKING THE FOOD SYSTEM BETTER,
HEALTHIER AND MORE SUSTAINABLE.
A SPECIAL GIFT TO THE STUDENTS
TONIGHT YOU ARE WELCOME TO DO A
LITTLE SHOPPING.
SHARE EVERYTHING HERE.
THERE'S A LOT OF FRESH
VEGETABLES, AND WE WILL SEE YOU
NEXT YEAR.
THANKS VERY MUCH.
(APPLAUSE)