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" For me, creating a supply chain of what we should be eating is incredibly complicated. It's complicated to figure out how to change the food system in America. "

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" I had this attitude, that Silicon Valley obnoxious attitude, that I know what I'm doing, and the rest was going to be pretty easy. "

Kimbal Musk

Easy

Attitude

Know

" As a South African, the idea of turkey was new to me. And confusing. It's about the least flavorful bird on the planet. "

" If you've ever done something you love and go do something you like, it's like chewing on sawdust. "

" Start with the young, work with them until they are adults, and they will demand real food. "

" Growing up, I cooked in the house, and when I cooked, everyone would sit down and eat, and it was just kind of the way I connected with my family. "

" Boulder was not the small town I had expected. It is a vivacious community of sophisticated people, who have the same aspirations and expectations you find in New York, Los Angeles and San Francisco. "

" I went to New York to train as a chef, and I had the good or bad fortune, depending on how you describe it, of being right there during 9/11. It was one of the best and the worst experiences. "

" My mother was a consulting dietician, and my father was a consulting engineer. "

" The hard part about following your purpose is the distraction everyone pulls you toward. "

" It is an interesting thing. Every time I try and stray from the path of food, I get whacked. "

" No one wins in the industrial food system. "

" Building one garden in L.A. - it might be a nice gesture - but it won't make a difference. We have to start to change the culture of the community. "

" Memphis is a vibrant and diverse city that is on the verge of a Real Food renaissance. We are more than thrilled to be part of that movement by investing in the Crosstown and Shelby Farms Park developments. "

" Let's get government support for farmers to make the transition to organic. "

" The problem is that restaurants have assumed that kids don't want to eat anything other than chicken nuggets or fast-food burgers, but they do. They want to eat things that taste good. "

" At Tesla, we don't go into a community and think we're going to sell one or two cars. "

Kimbal Musk

Community

Going

" If you're a commodity corn farmer in Iowa, you're locked into an infrastructure that keeps you a commodity corn farmer. "

" You bring people together with food. You connect them and tie the fabric of society together through food. "

" Anyone who thinks restaurants are hard should try working at a tech company. "

" Microwave sales have plateaued as people realize that reheated TV dinners give us no joy. "

Kimbal Musk

Sales

People

" A lot of people think about food as fuel, where you need to get nutrients in your body. "

" We want kids to value real food and understanding that it isn't just about feeding people but about nourishing the body, the community and the planet. "

" The best training ground in the world is Silicon Valley and the tech space. "

" We're moving to be more of a plant-based society. "

Kimbal Musk

Moving

Society

" Young people contact me all the time to articulate issues with the industrial food system, but they are frustrated by their perceived inability to do anything about it. "

Kimbal Musk

Young

Food

" The problem is not actual number of calories we are producing - we have food waste issues. The problem is industrial food. "

" The question is not 'Why advertise in realtime?' The question is, 'Who are the brands and businesses that are going to be built off the realtime web?' "

" We get emails from parents asking us what kale is because their kids are asking for it. That kind of extraordinary presence in the community is critical to the future of real food. "

" I'm going to work on food culture and help food become fun and part of peoples' lives again. The traditional restaurant is more commercial-oriented. But I want community through food. "

" The reality is that we connect through food, and we have the opportunity to do it three times a day. "