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6min chapter
Accelerating Climate Solutions for Food & Agriculture
Climate Rising
Are You Trying to Change Consumer Behavior?
Impossible burger is healthier than meat from a cow, but consumers don't always behave rationally when it comes to their health. The point around consumers not wanting to change behavior is a very good one and I think really valid. For us, there was a moment in time where as a food investor, we actually didn't have a play in all protein for a while because some of these products were seen as highly processed.
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