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" I really believe that people don't have to eat healthy; they just have to know what they are eating, and then they'll eat better. That is really the movement we are behind. "

Kimbal Musk

Healthy

Believe

Better

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

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Kimbal Musk

Community

Going

" As a kid, I'd never have avocado. You'd get some melon and the odd fresh peach. But avocados? Mangoes? I'd never had a mango in my life. "

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

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

" Square Roots creates campuses of climate-controlled, indoor, hydroponic vertical farms, right in the hearts of our biggest cities. "

" My advice for any entrepreneur or innovator is to get into the food industry in some form so you have a front-row seat to what's going on. "

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

" We have been growing more food than we need since the '60s... what we have is a terrible distribution problem. "

" 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. "

" My goal is to go from the industrial food system toward a real food system where you understand what you are eating. "

Kimbal Musk

Food

Goal

" We want to replace all the T.G.I. Friday's, Applebee's - at a price point that is arguably even lower than those guys. "

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

Kimbal Musk

Moving

Society

" It's relatively easy to set up a tech company, join an accelerator, and progress down a pathway towards success. It's more complex to do that with food. "

Kimbal Musk

Progress

Success

" I did a business in a box called College Pro Painters. They taught you how to paint houses, how to hire and fire, how to sell, how to deal with customers. You got a one-year franchise. It was the hardest year of my life in terms of hard work. I won manager of the year. It was very successful. "

" I was very afraid of failure because if you fail at something you love, then you ruin what you love. "

" The problem with industrial food is zero transparency. The system thrives on the fact that there is no transparency. "

" 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. "

" Community through food is my mission; it is what I do. "

" The Kitchen was a really great concept; it just wasn't at the price point that made it accessible to people. People could visit occasionally, and some people were coming regularly. It just wasn't a novel concept for every customer. "

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