The South Dakota Story, Volume 1

The Hartford is trying to make a burger that's like a burger, but without an animal. We are very conscientious about health and nutrition,. But within the context of a product that consumers actually want to buy in place of specific animal products. One of our core principles has always been we're never going to sell a product that we don't believe based on the evidence is healthier than what it replaces. Not healthier than a salad, but healthier than a burger made from a cow or a chicken nugget making from a chicken. It's almost fair. But I want to do better than almost fair. I want to get to fair.