Hugh Kitchen opened in October of 2012 just to give you a sense of time. Hugh was called Hugh because our slogan was get back to human, which is our acknowledgement that we don't live and behave consistent with human evolution. And so what was clear to me also was someone who was sick and had to eat a lot of weird things over time was that food is a part of human civilization. It's a part of family. There's a lot of pleasure and ritual and good things that come with food. If I can change people's behavior with the foods that they love and provide a better option for them, then I can provide kind of a gateway for them to start experimenting with other

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