Jonathan Ferrari, Co-founder and CEO of Goodfood Market, recounts his transition from investment banking to creating one of Canada's leading meal kit companies. He discusses overcoming challenges during the pandemic and how they adapted their business model to maintain customer trust. The conversation also dives into Goodfood's innovative growth strategies, including a tea brand acquisition and the company's sustainability vision. Ferrari shares insights on investing in Bitcoin and sustainable tech, highlighting the future of food and entrepreneurship.