The book is about tackling the companies and getting them involved, isn't it? It's getting everyone to help in a sort of not too nanny's state away. Like the Japanese, we can flip a whole country if we work together like that. We fundamentally need to recognize that it takes government intervention to change their incentives so that they don't produce dirt. And the food industry is about to produce so much dirt, it brings down the NHS. That won't be enough. So you need a bit of government intervention and a lot of bottom up care and love.

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