{"version":"1.0.0","segments":[{"startTime":0.38,"endTime":1.56,"body":"- So, as I said,"},{"startTime":1.56,"endTime":5.17,"body":"we're going to think about"},{"startTime":1.56,"endTime":5.17,"body":"the Wellbeing Economy,"},{"startTime":5.17,"endTime":8.17,"body":"and I'm going to look at supply chains"},{"startTime":8.17,"endTime":10.81,"body":"and most specifically though,"},{"startTime":8.17,"endTime":10.81,"body":"I'm going to look at food"},{"startTime":10.81,"endTime":13.43,"body":"because I think in the end,"},{"startTime":10.81,"endTime":13.43,"body":"this is probably what a lot"},{"startTime":13.43,"endTime":15.66,"body":"of you are thinking about every day"},{"startTime":15.66,"endTime":18.36,"body":"and, you know, being concerned with."},{"startTime":18.36,"endTime":22.16,"body":"But I'm going to try and"},{"startTime":18.36,"endTime":22.16,"body":"weave in a more generic story"},{"startTime":22.16,"endTime":25.46,"body":"about if we follow some of the principles"},{"startTime":25.46,"endTime":26.88,"body":"of the natural prosperity,"},{"startTime":26.88,"endTime":28.383,"body":"which I've mentioned before,"},{"startTime":29.66,"endTime":32.29,"body":"you start to look at human"},{"startTime":29.66,"endTime":32.29,"body":"behavior in a different way."},{"startTime":32.29,"endTime":33.123,"body":"Now, in this country,"},{"startTime":33.123,"endTime":37.293,"body":"we've had lots of conversations"},{"startTime":33.123,"endTime":37.293,"body":"about the Nudge Unit policy"},{"startTime":37.293,"endTime":39.11,"body":"helping to create the environments"},{"startTime":39.11,"endTime":40.96,"body":"which help people change their minds"},{"startTime":40.96,"endTime":42.93,"body":"and move towards other things."},{"startTime":42.93,"endTime":44.39,"body":"And what I want to present you with today"},{"startTime":44.39,"endTime":49.39,"body":"is a different idea about"},{"startTime":44.39,"endTime":49.39,"body":"how we can change behaviors,"},{"startTime":49.84,"endTime":52.69,"body":"but it comes from a"},{"startTime":49.84,"endTime":52.69,"body":"different social construct."},{"startTime":52.69,"endTime":54.43,"body":"It comes from the idea"},{"startTime":54.43,"endTime":56.67,"body":"that we actually have to"},{"startTime":54.43,"endTime":56.67,"body":"work at this together."},{"startTime":56.67,"endTime":58.63,"body":"There is no individual action."},{"startTime":58.63,"endTime":60.24,"body":"You're going to have to"},{"startTime":58.63,"endTime":60.24,"body":"work together on this"},{"startTime":60.24,"endTime":63.4,"body":"to find the right outcome"},{"startTime":60.24,"endTime":63.4,"body":"that we are looking for."},{"startTime":63.4,"endTime":67.25,"body":"And that's really at the"},{"startTime":63.4,"endTime":67.25,"body":"heart of natural prosperity."},{"startTime":67.25,"endTime":69.16,"body":"Natural prosperity is not"},{"startTime":67.25,"endTime":69.16,"body":"something you can go out"},{"startTime":69.16,"endTime":70.953,"body":"into the wilderness on your own and do;"},{"startTime":70.953,"endTime":72.69,"body":"it's actually how you connect"},{"startTime":72.69,"endTime":75.83,"body":"with your society, with community."},{"startTime":75.83,"endTime":79.69,"body":"About a year ago in the"},{"startTime":75.83,"endTime":79.69,"body":"midst of the COVID epidemic,"},{"startTime":79.69,"endTime":83.29,"body":"I was online with a few"},{"startTime":79.69,"endTime":83.29,"body":"people from communities"},{"startTime":83.29,"endTime":84.85,"body":"in the Cotswolds."},{"startTime":84.85,"endTime":86.4,"body":"Now, I don't know if"},{"startTime":84.85,"endTime":86.4,"body":"you know the Cotswolds."},{"startTime":86.4,"endTime":88.51,"body":"It's an area of natural beauty."},{"startTime":88.51,"endTime":92.473,"body":"It's made up of absolutely"},{"startTime":88.51,"endTime":92.473,"body":"beautiful lush, undulating hills."},{"startTime":93.69,"endTime":96.52,"body":"And it was, and remains to some extent,"},{"startTime":96.52,"endTime":98.54,"body":"at the heart of the wool industry;"},{"startTime":98.54,"endTime":100.49,"body":"a very thriving wool industry."},{"startTime":100.49,"endTime":102.54,"body":"It began in medieval times,"},{"startTime":102.54,"endTime":104.4,"body":"for those of you who"},{"startTime":102.54,"endTime":104.4,"body":"don't come from the UK"},{"startTime":104.4,"endTime":106.483,"body":"or don't know so much about UK history."},{"startTime":107.62,"endTime":111.81,"body":"Cotswolds wool was the symbol"},{"startTime":107.62,"endTime":111.81,"body":"of national prosperity."},{"startTime":111.81,"endTime":114.223,"body":"It was considered the jewel of the realm."},{"startTime":115.14,"endTime":117.12,"body":"And in fact, there was a 12"},{"startTime":115.14,"endTime":117.12,"body":"century saying, which said,"},{"startTime":117.12,"endTime":120.44,"body":"you know, \"In Europe,"},{"startTime":117.12,"endTime":120.44,"body":"the best wool is English,"},{"startTime":120.44,"endTime":123.45,"body":"and in England, the"},{"startTime":120.44,"endTime":123.45,"body":"best wool is Cotswold.\""},{"startTime":123.45,"endTime":128.42,"body":"The golden fleece, however,"},{"startTime":123.45,"endTime":128.42,"body":"didn't come from the Cotswolds."},{"startTime":128.42,"endTime":131.0,"body":"They think it was actually"},{"startTime":128.42,"endTime":131.0,"body":"a long-haired breed."},{"startTime":131.0,"endTime":132.33,"body":"The lion breed."},{"startTime":132.33,"endTime":135.991,"body":"It's got a very heavy clip if"},{"startTime":132.33,"endTime":135.991,"body":"you know anything about wool."},{"startTime":135.991,"endTime":137.58,"body":"And it was brought by"},{"startTime":135.991,"endTime":137.58,"body":"the Romans, all right?"},{"startTime":137.58,"endTime":140.07,"body":"So no surprises that"},{"startTime":137.58,"endTime":140.07,"body":"the Romans brought yet"},{"startTime":140.07,"endTime":142.59,"body":"another better thing for us to work with."},{"startTime":142.59,"endTime":145.13,"body":"So even then things were traded,"},{"startTime":145.13,"endTime":148.46,"body":"wool merchants would travel"},{"startTime":145.13,"endTime":148.46,"body":"all the way across from Europe,"},{"startTime":148.46,"endTime":152.23,"body":"across the English channel to"},{"startTime":148.46,"endTime":152.23,"body":"come and buy Cotswold wool."},{"startTime":152.23,"endTime":153.88,"body":"They would take it back to Florence"},{"startTime":153.88,"endTime":155.63,"body":"for some of the finest weavers."},{"startTime":155.63,"endTime":157.61,"body":"It was very, very precious textile,"},{"startTime":157.61,"endTime":159.3,"body":"you know, sat far above all of the others."},{"startTime":159.3,"endTime":162.87,"body":"And even now today in the"},{"startTime":159.3,"endTime":162.87,"body":"Lord Speakers, you know,"},{"startTime":162.87,"endTime":164.11,"body":"in the House of Lords,"},{"startTime":164.11,"endTime":166.75,"body":"he sits on something called the wool sack"},{"startTime":166.75,"endTime":168.26,"body":"covered in a sort of red cloth."},{"startTime":168.26,"endTime":170.48,"body":"And that indicates the"},{"startTime":168.26,"endTime":170.48,"body":"importance of the wool trade."},{"startTime":170.48,"endTime":173.98,"body":"So if you ever hear the"},{"startTime":170.48,"endTime":173.98,"body":"phrase, the wool sack,"},{"startTime":173.98,"endTime":175.14,"body":"that's why he sits on it."},{"startTime":175.14,"endTime":177.023,"body":"It isn't a sack by the way anymore."},{"startTime":178.31,"endTime":181.21,"body":"So huge wealth going in here."},{"startTime":181.21,"endTime":184.16,"body":"Supply chains all the way across Europe."},{"startTime":184.16,"endTime":186.5,"body":"And then effectively this wealth built up"},{"startTime":186.5,"endTime":190.93,"body":"beautiful wool churches,"},{"startTime":186.5,"endTime":190.93,"body":"lovely houses and so forth."},{"startTime":190.93,"endTime":192.58,"body":"So if you have a chance"},{"startTime":190.93,"endTime":192.58,"body":"to go to the Cotswolds,"},{"startTime":192.58,"endTime":194.692,"body":"it's absolutely gorgeous."},{"startTime":194.692,"endTime":196.56,"body":"(indistinct), which is"},{"startTime":194.692,"endTime":196.56,"body":"my neighboring town,"},{"startTime":196.56,"endTime":199.673,"body":"Sheepwash town, as it"},{"startTime":196.56,"endTime":199.673,"body":"is probably known from."},{"startTime":200.59,"endTime":202.91,"body":"They were really built"},{"startTime":202.91,"endTime":206.46,"body":"to sort of show off"},{"startTime":202.91,"endTime":206.46,"body":"the wealth of the area."},{"startTime":206.46,"endTime":208.89,"body":"And one of the most"},{"startTime":206.46,"endTime":208.89,"body":"influential, William Greville,"},{"startTime":208.89,"endTime":210.2,"body":"some of you may know him,"},{"startTime":210.2,"endTime":212.93,"body":"became a very important person"},{"startTime":210.2,"endTime":212.93,"body":"in kind of English politics."},{"startTime":212.93,"endTime":214.7,"body":"So wool was the thing"},{"startTime":214.7,"endTime":217.04,"body":"that brought you prestige and position."},{"startTime":217.04,"endTime":219.25,"body":"It was very, very important."},{"startTime":219.25,"endTime":221.75,"body":"Interestingly, at the"},{"startTime":219.25,"endTime":221.75,"body":"heart of the wool trade,"},{"startTime":221.75,"endTime":225.06,"body":"is the Worshipful Company of Mercers,"},{"startTime":225.06,"endTime":226.94,"body":"which is the first order in the precedence"},{"startTime":226.94,"endTime":231.13,"body":"of all of the city's livery companies."},{"startTime":231.13,"endTime":232.84,"body":"These are the ones that"},{"startTime":231.13,"endTime":232.84,"body":"evolve from the guilds"},{"startTime":232.84,"endTime":234.45,"body":"and they're there for training."},{"startTime":234.45,"endTime":236.29,"body":"They are under a Royal Charter."},{"startTime":236.29,"endTime":238.64,"body":"And the company's aim, the Mercer,"},{"startTime":238.64,"endTime":241.56,"body":"was to literally act"},{"startTime":238.64,"endTime":241.56,"body":"as a trade association"},{"startTime":241.56,"endTime":245.01,"body":"of general merchants, particularly"},{"startTime":241.56,"endTime":245.01,"body":"the exporters of wool,"},{"startTime":245.01,"endTime":246.69,"body":"also silk and velvet."},{"startTime":246.69,"endTime":248.91,"body":"So all those luxurious fabrics,"},{"startTime":248.91,"endTime":250.603,"body":"and also to provide training."},{"startTime":251.83,"endTime":254.67,"body":"The company also looked after schools,"},{"startTime":254.67,"endTime":258.59,"body":"the Mercer School established"},{"startTime":254.67,"endTime":258.59,"body":"a long time ago, 1447,"},{"startTime":258.59,"endTime":262.0,"body":"St. Paul, some of you"},{"startTime":258.59,"endTime":262.0,"body":"may have heard of in 1509"},{"startTime":262.0,"endTime":264.07,"body":"and it founded Gresham College."},{"startTime":264.07,"endTime":266.12,"body":"And that's essentially why we are here"},{"startTime":266.12,"endTime":270.56,"body":"because Barnard's Hall"},{"startTime":266.12,"endTime":270.56,"body":"is essentially the home"},{"startTime":270.56,"endTime":272.31,"body":"for what we do,"},{"startTime":272.31,"endTime":274.72,"body":"and it came about because"},{"startTime":272.31,"endTime":274.72,"body":"of the Mercer's company."},{"startTime":274.72,"endTime":277.52,"body":"So that's the story between the wool,"},{"startTime":277.52,"endTime":279.84,"body":"the Mercers company and Gresham College."},{"startTime":279.84,"endTime":282.11,"body":"So that's a kind of nice story there."},{"startTime":282.11,"endTime":285.07,"body":"Anyway, out of that period,"},{"startTime":285.07,"endTime":288.38,"body":"lots of historians have looked"},{"startTime":285.07,"endTime":288.38,"body":"at how supply chains evolved,"},{"startTime":288.38,"endTime":291.98,"body":"and what they showed is that"},{"startTime":288.38,"endTime":291.98,"body":"right back into Roman times,"},{"startTime":291.98,"endTime":294.03,"body":"there's very strong evidence"},{"startTime":294.03,"endTime":296.85,"body":"that was literally showing"},{"startTime":294.03,"endTime":296.85,"body":"how supply chains built up"},{"startTime":296.85,"endTime":299.12,"body":"as trading route opened up."},{"startTime":299.12,"endTime":300.98,"body":"So by medieval times,"},{"startTime":300.98,"endTime":303.76,"body":"we had supply chains underpinning society,"},{"startTime":303.76,"endTime":305.73,"body":"no question about it."},{"startTime":305.73,"endTime":309.17,"body":"You had the local market where"},{"startTime":305.73,"endTime":309.17,"body":"people would bring things,"},{"startTime":309.17,"endTime":310.68,"body":"you had large fairs."},{"startTime":310.68,"endTime":312.31,"body":"And if you look at the documents"},{"startTime":312.31,"endTime":314.38,"body":"about what was sold in those fairs,"},{"startTime":314.38,"endTime":316.94,"body":"it is absolutely extraordinary."},{"startTime":316.94,"endTime":321.89,"body":"You find toys from what is now, Russia."},{"startTime":321.89,"endTime":323.98,"body":"You find things from all over the world,"},{"startTime":323.98,"endTime":326.07,"body":"turning up in these large fairs"},{"startTime":326.07,"endTime":327.93,"body":"even in the medieval times."},{"startTime":327.93,"endTime":331.27,"body":"So these are real sort"},{"startTime":327.93,"endTime":331.27,"body":"of tangible evidence"},{"startTime":331.27,"endTime":333.86,"body":"of how the way that we live"},{"startTime":333.86,"endTime":336.76,"body":"and the way we think about consumption,"},{"startTime":336.76,"endTime":339.16,"body":"not production so much, but consumption,"},{"startTime":339.16,"endTime":340.53,"body":"has to do with prestige,"},{"startTime":340.53,"endTime":342.3,"body":"has to do with wealth, of course,"},{"startTime":342.3,"endTime":344.03,"body":"but also availability."},{"startTime":344.03,"endTime":345.72,"body":"No point pining after something"},{"startTime":345.72,"endTime":348.28,"body":"if you're not going to be able to get it."},{"startTime":348.28,"endTime":349.71,"body":"What also emerged though,"},{"startTime":349.71,"endTime":352.17,"body":"and this is the sort of heart"},{"startTime":349.71,"endTime":352.17,"body":"of what I'm going to talk about"},{"startTime":352.17,"endTime":355.14,"body":"at that time, is that these fairs"},{"startTime":355.14,"endTime":358.53,"body":"and these trading areas and"},{"startTime":355.14,"endTime":358.53,"body":"markets were actually organized"},{"startTime":358.53,"endTime":363.13,"body":"by the estate owners, by the"},{"startTime":358.53,"endTime":363.13,"body":"churches, by town councils."},{"startTime":363.13,"endTime":364.43,"body":"And the whole point of this was"},{"startTime":364.43,"endTime":366.27,"body":"so they could extract revenues."},{"startTime":366.27,"endTime":368.93,"body":"So this was essentially the"},{"startTime":366.27,"endTime":368.93,"body":"beginning of the middlemen,"},{"startTime":368.93,"endTime":370.27,"body":"of the brokers,"},{"startTime":370.27,"endTime":372.85,"body":"of the people who kind"},{"startTime":370.27,"endTime":372.85,"body":"of slightly parasitized"},{"startTime":372.85,"endTime":374.42,"body":"the whole process."},{"startTime":374.42,"endTime":378.34,"body":"And to this day actually cause"},{"startTime":374.42,"endTime":378.34,"body":"problems in the global south,"},{"startTime":378.34,"endTime":380.3,"body":"particularly where if you were"},{"startTime":380.3,"endTime":383.25,"body":"to take a simple supply chain,"},{"startTime":383.25,"endTime":388.16,"body":"let's say in a simple small"},{"startTime":383.25,"endTime":388.16,"body":"holding farm in Kenya,"},{"startTime":388.16,"endTime":390.36,"body":"you will absolutely find that"},{"startTime":390.36,"endTime":393.91,"body":"between the lady that"},{"startTime":390.36,"endTime":393.91,"body":"is growing the tomato"},{"startTime":393.91,"endTime":397.32,"body":"and the person who actually"},{"startTime":393.91,"endTime":397.32,"body":"ends up consuming it,"},{"startTime":397.32,"endTime":399.44,"body":"particularly if it's not in that village,"},{"startTime":399.44,"endTime":401.82,"body":"there can be as many as five people"},{"startTime":401.82,"endTime":405.43,"body":"who are taking their small"},{"startTime":401.82,"endTime":405.43,"body":"piece at every point."},{"startTime":405.43,"endTime":409.62,"body":"The problem is that if you"},{"startTime":405.43,"endTime":409.62,"body":"only produce two tomatoes,"},{"startTime":409.62,"endTime":413.723,"body":"it's quite difficult to bulk"},{"startTime":409.62,"endTime":413.723,"body":"that up, to get a good price."},{"startTime":414.93,"endTime":416.88,"body":"Now, I'm just going to"},{"startTime":414.93,"endTime":416.88,"body":"kind of skip to the end,"},{"startTime":416.88,"endTime":418.9,"body":"because what happened in COVID was"},{"startTime":418.9,"endTime":421.86,"body":"that the five people in"},{"startTime":418.9,"endTime":421.86,"body":"the middle weren't allowed"},{"startTime":421.86,"endTime":422.93,"body":"to be out and about."},{"startTime":422.93,"endTime":425.06,"body":"The government said,"},{"startTime":422.93,"endTime":425.06,"body":"\"Nope, you can't travel."},{"startTime":425.06,"endTime":427.6,"body":"You got to wear your mask, got"},{"startTime":425.06,"endTime":427.6,"body":"to stay at home,\" and so on."},{"startTime":427.6,"endTime":430.83,"body":"So suddenly the lady in the farm,"},{"startTime":430.83,"endTime":434.45,"body":"she's got her two tomatoes,"},{"startTime":430.83,"endTime":434.45,"body":"and she's got her phone."},{"startTime":434.45,"endTime":436.62,"body":"And we have something called M-Pesa."},{"startTime":436.62,"endTime":439.377,"body":"And so you'd call around"},{"startTime":436.62,"endTime":439.377,"body":"and then she'd find"},{"startTime":439.377,"endTime":442.08,"body":"\"Oh, but I can actually sell"},{"startTime":439.377,"endTime":442.08,"body":"my tomatoes on my phone."},{"startTime":442.08,"endTime":443.61,"body":"I have two tomatoes for sale."},{"startTime":443.61,"endTime":445.45,"body":"Who'd like to buy them?\""},{"startTime":445.45,"endTime":447.71,"body":"And that is precisely what happened,"},{"startTime":447.71,"endTime":451.97,"body":"was that during COVID, supply"},{"startTime":447.71,"endTime":451.97,"body":"chains got really short,"},{"startTime":451.97,"endTime":454.62,"body":"particularly in a lot"},{"startTime":451.97,"endTime":454.62,"body":"of developing countries."},{"startTime":454.62,"endTime":456.93,"body":"Lots of people disappeared"},{"startTime":454.62,"endTime":456.93,"body":"out of the middle."},{"startTime":456.93,"endTime":459.73,"body":"So ironically out of all of that,"},{"startTime":459.73,"endTime":463.73,"body":"a lot of small holder farmers"},{"startTime":459.73,"endTime":463.73,"body":"are much better off today"},{"startTime":463.73,"endTime":466.083,"body":"than they were before COVID."},{"startTime":467.37,"endTime":468.203,"body":"So the question is,"},{"startTime":468.203,"endTime":471.27,"body":"how do you avoid all of"},{"startTime":468.203,"endTime":471.27,"body":"the people crowding back"},{"startTime":471.27,"endTime":475.21,"body":"into the middle again, because"},{"startTime":471.27,"endTime":475.21,"body":"it could easily happen."},{"startTime":475.21,"endTime":478.163,"body":"So back to the Cotswolds now."},{"startTime":479.3,"endTime":482.12,"body":"So COVID lockdowns are still going on."},{"startTime":482.12,"endTime":485.13,"body":"And of course the first thing"},{"startTime":482.12,"endTime":485.13,"body":"that went out was tourism."},{"startTime":485.13,"endTime":487.84,"body":"So tourism was pretty"},{"startTime":485.13,"endTime":487.84,"body":"much done and dusted,"},{"startTime":487.84,"endTime":489.84,"body":"and it was over for the"},{"startTime":487.84,"endTime":489.84,"body":"whole period of the COVID"},{"startTime":489.84,"endTime":492.08,"body":"because people weren't able to get about."},{"startTime":492.08,"endTime":494.63,"body":"And the Cotswold particularly"},{"startTime":492.08,"endTime":494.63,"body":"attract people from overseas,"},{"startTime":494.63,"endTime":496.09,"body":"So that all went."},{"startTime":496.09,"endTime":497.46,"body":"So what happened on the core was"},{"startTime":497.46,"endTime":500.54,"body":"it quickly turned towards farming,"},{"startTime":500.54,"endTime":503.4,"body":"and sort of changes in buying patterns."},{"startTime":503.4,"endTime":506.43,"body":"And the hope that people would realize"},{"startTime":506.43,"endTime":508.85,"body":"that buying locally produced food,"},{"startTime":508.85,"endTime":511.93,"body":"where they could almost"},{"startTime":508.85,"endTime":511.93,"body":"know who had grown it"},{"startTime":511.93,"endTime":513.62,"body":"was going up the agenda,"},{"startTime":513.62,"endTime":515.37,"body":"that people were really seeing"},{"startTime":515.37,"endTime":518.94,"body":"that being able to get"},{"startTime":515.37,"endTime":518.94,"body":"the origin to originate,"},{"startTime":518.94,"endTime":522.77,"body":"to source your food was"},{"startTime":518.94,"endTime":522.77,"body":"equally as important"},{"startTime":522.77,"endTime":526.72,"body":"as being able to afford and"},{"startTime":522.77,"endTime":526.72,"body":"to have the right price."},{"startTime":526.72,"endTime":530.89,"body":"And so the talk was about"},{"startTime":526.72,"endTime":530.89,"body":"how could we try to assure"},{"startTime":530.89,"endTime":532.67,"body":"in the sort of post COVID world,"},{"startTime":532.67,"endTime":534.64,"body":"if there is such a thing,"},{"startTime":534.64,"endTime":537.09,"body":"that that sense of connection"},{"startTime":537.09,"endTime":539.21,"body":"in the supply chain wouldn't be lost,"},{"startTime":539.21,"endTime":541.47,"body":"that people would value being able"},{"startTime":541.47,"endTime":544.24,"body":"to really identify who"},{"startTime":541.47,"endTime":544.24,"body":"had grown their food,"},{"startTime":544.24,"endTime":545.54,"body":"where it had come from,"},{"startTime":545.54,"endTime":548.87,"body":"and being able to be more"},{"startTime":545.54,"endTime":548.87,"body":"transparent about the whole thing."},{"startTime":548.87,"endTime":551.68,"body":"So this is all fine, but then of course,"},{"startTime":551.68,"endTime":554.42,"body":"as lockdowns have begun to fade away,"},{"startTime":554.42,"endTime":557.16,"body":"and a lot of the world's"},{"startTime":554.42,"endTime":557.16,"body":"population is actually just looking"},{"startTime":557.16,"endTime":561.98,"body":"to return to normal, pre-COVID normal,"},{"startTime":561.98,"endTime":564.12,"body":"was kind of resumption"},{"startTime":561.98,"endTime":564.12,"body":"of consumption patterns,"},{"startTime":564.12,"endTime":568.95,"body":"which means that you reigniting"},{"startTime":564.12,"endTime":568.95,"body":"this idea of supply chains"},{"startTime":568.95,"endTime":571.15,"body":"that provide just in time access"},{"startTime":571.15,"endTime":573.62,"body":"for anything from anywhere in the world."},{"startTime":573.62,"endTime":574.64,"body":"And that is the danger."},{"startTime":574.64,"endTime":578.11,"body":"So we're at a tremendously"},{"startTime":574.64,"endTime":578.11,"body":"important crossroads"},{"startTime":578.11,"endTime":579.423,"body":"in the world today."},{"startTime":581.26,"endTime":584.29,"body":"The problem is that the"},{"startTime":581.26,"endTime":584.29,"body":"reality is very different."},{"startTime":584.29,"endTime":588.88,"body":"What we are actually seeing"},{"startTime":584.29,"endTime":588.88,"body":"is this cascade of changes."},{"startTime":588.88,"endTime":591.42,"body":"So you've got to kind of current context"},{"startTime":591.42,"endTime":595.58,"body":"and then income's stressor like COVID"},{"startTime":595.58,"endTime":600.21,"body":"where you've got all"},{"startTime":595.58,"endTime":600.21,"body":"kinds of markets changing"},{"startTime":600.21,"endTime":601.85,"body":"because people can't get out there"},{"startTime":601.85,"endTime":605.53,"body":"and all the supply chains"},{"startTime":601.85,"endTime":605.53,"body":"and so on being broken."},{"startTime":605.53,"endTime":609.46,"body":"But at the same time, you have drought,"},{"startTime":609.46,"endTime":610.63,"body":"you have flood,"},{"startTime":610.63,"endTime":613.18,"body":"you have major climatic events."},{"startTime":613.18,"endTime":616.11,"body":"So this whole building up of stressors"},{"startTime":616.11,"endTime":618.673,"body":"means that there was a"},{"startTime":616.11,"endTime":618.673,"body":"lot of market volatility."},{"startTime":619.73,"endTime":621.25,"body":"You have some crop failures,"},{"startTime":621.25,"endTime":623.28,"body":"you've got people being displaced,"},{"startTime":623.28,"endTime":626.0,"body":"and then you end up having"},{"startTime":623.28,"endTime":626.0,"body":"all these different kinds"},{"startTime":626.0,"endTime":626.833,"body":"of tipping points."},{"startTime":626.833,"endTime":628.4,"body":"So it's like a cascade."},{"startTime":628.4,"endTime":630.61,"body":"Building, building, building, building,"},{"startTime":630.61,"endTime":634.97,"body":"which leads you to a"},{"startTime":630.61,"endTime":634.97,"body":"lot of food insecurity."},{"startTime":634.97,"endTime":639.59,"body":"So we are seeing major"},{"startTime":634.97,"endTime":639.59,"body":"sort of disruptions,"},{"startTime":639.59,"endTime":642.09,"body":"the destabilization of"},{"startTime":639.59,"endTime":642.09,"body":"global supply chains,"},{"startTime":642.09,"endTime":645.06,"body":"not just in food, but in consumer goods."},{"startTime":645.06,"endTime":648.282,"body":"I mean, everyone can read"},{"startTime":645.06,"endTime":648.282,"body":"the headlines for themselves,"},{"startTime":648.282,"endTime":650.21,"body":"backlogs at ports like Shanghai,"},{"startTime":650.21,"endTime":651.58,"body":"knock on delays,"},{"startTime":651.58,"endTime":653.95,"body":"rising prices of raw materials."},{"startTime":653.95,"endTime":655.65,"body":"Now's the time to be in raw materials"},{"startTime":655.65,"endTime":658.44,"body":"if you really want to make a"},{"startTime":655.65,"endTime":658.44,"body":"lot of money, very quickly,"},{"startTime":658.44,"endTime":660.363,"body":"energy, food and so forth."},{"startTime":661.63,"endTime":664.73,"body":"So the challenges that"},{"startTime":661.63,"endTime":664.73,"body":"we've long known about,"},{"startTime":664.73,"endTime":666.54,"body":"supply dislocations."},{"startTime":666.54,"endTime":667.71,"body":"We've had, for example,"},{"startTime":667.71,"endTime":669.87,"body":"scarcities caused by shipping accidents."},{"startTime":669.87,"endTime":672.2,"body":"I mean like The Ever Given,"},{"startTime":669.87,"endTime":672.2,"body":"the ship that got stuck"},{"startTime":672.2,"endTime":673.15,"body":"in the Suez Canal,"},{"startTime":673.15,"endTime":676.21,"body":"I mean, who would've thought"},{"startTime":673.15,"endTime":676.21,"body":"the world was paralyzed,"},{"startTime":676.21,"endTime":678.487,"body":"'cause one ship kind of"},{"startTime":676.21,"endTime":678.487,"body":"didn't quite get it right"},{"startTime":678.487,"endTime":680.13,"body":"and and got stuck."},{"startTime":680.13,"endTime":682.55,"body":"So I think there's sort of,"},{"startTime":682.55,"endTime":683.96,"body":"oh, well, we'll get over it."},{"startTime":683.96,"endTime":686.16,"body":"It's not that much of a problem."},{"startTime":686.16,"endTime":687.16,"body":"It's a bit inconvenient"},{"startTime":687.16,"endTime":689.98,"body":"but nothing fundamental"},{"startTime":687.16,"endTime":689.98,"body":"is going to happen."},{"startTime":689.98,"endTime":693.69,"body":"But of course, now we have"},{"startTime":689.98,"endTime":693.69,"body":"systemic changes in climate."},{"startTime":693.69,"endTime":695.12,"body":"We have extreme droughts,"},{"startTime":695.12,"endTime":697.91,"body":"horn of Africa and"},{"startTime":695.12,"endTime":697.91,"body":"spreading all the way down."},{"startTime":697.91,"endTime":700.89,"body":"We've got floods and"},{"startTime":697.91,"endTime":700.89,"body":"it just goes on and on."},{"startTime":700.89,"endTime":703.35,"body":"Australia is feeling it, everyone is."},{"startTime":703.35,"endTime":705.69,"body":"And then we of course"},{"startTime":703.35,"endTime":705.69,"body":"add conflicts and wars"},{"startTime":705.69,"endTime":707.87,"body":"such as what's happening in the Ukraine"},{"startTime":707.87,"endTime":709.91,"body":"and the Russian Federation."},{"startTime":709.91,"endTime":714.15,"body":"So food, which is very"},{"startTime":709.91,"endTime":714.15,"body":"short lived in many cases,"},{"startTime":714.15,"endTime":715.22,"body":"it can't hang about it,"},{"startTime":715.22,"endTime":717.01,"body":"doesn't have a long shelf life,"},{"startTime":717.01,"endTime":719.69,"body":"it's caught up in this perfect storm."},{"startTime":719.69,"endTime":723.54,"body":"You've got surging feed and"},{"startTime":719.69,"endTime":723.54,"body":"agricultural input prices."},{"startTime":723.54,"endTime":725.76,"body":"You've got extensive crop failures"},{"startTime":725.76,"endTime":729.34,"body":"and you've pretty much"},{"startTime":725.76,"endTime":729.34,"body":"got the worst disease"},{"startTime":729.34,"endTime":731.6,"body":"that's out there so."},{"startTime":731.6,"endTime":733.53,"body":"Well, a bit like foot and mouth,"},{"startTime":733.53,"endTime":735.3,"body":"but sort of well beyond that."},{"startTime":735.3,"endTime":738.28,"body":"So that's all on one side."},{"startTime":738.28,"endTime":739.49,"body":"But on the other side,"},{"startTime":739.49,"endTime":741.89,"body":"you have a cost of living crisis."},{"startTime":741.89,"endTime":744.95,"body":"So your production is really being damaged"},{"startTime":744.95,"endTime":747.41,"body":"and the ability of"},{"startTime":744.95,"endTime":747.41,"body":"consumers to actually pay"},{"startTime":747.41,"endTime":750.053,"body":"for food is also severely damaged."},{"startTime":751.34,"endTime":752.86,"body":"So let's just think a little bit"},{"startTime":752.86,"endTime":754.64,"body":"about supply chains themselves."},{"startTime":754.64,"endTime":755.963,"body":"Where do they come from?"},{"startTime":756.96,"endTime":760.4,"body":"I mean, obviously they're right"},{"startTime":756.96,"endTime":760.4,"body":"at the core of our society."},{"startTime":760.4,"endTime":764.29,"body":"Unwittingly, unknowingly,"},{"startTime":760.4,"endTime":764.29,"body":"sort of almost invisibly,"},{"startTime":764.29,"endTime":766.34,"body":"they're all around you."},{"startTime":766.34,"endTime":768.13,"body":"I mean, where did you, for example,"},{"startTime":768.13,"endTime":770.29,"body":"buy your cup of coffee today?"},{"startTime":770.29,"endTime":771.94,"body":"Where did you even buy your ticket?"},{"startTime":771.94,"endTime":776.07,"body":"If you actually physically"},{"startTime":771.94,"endTime":776.07,"body":"had a ticket to come tonight?"},{"startTime":776.07,"endTime":778.35,"body":"It turns out that a lot of"},{"startTime":776.07,"endTime":778.35,"body":"the tickets that are produced"},{"startTime":778.35,"endTime":780.27,"body":"in this country, the paper"},{"startTime":778.35,"endTime":780.27,"body":"does not come from here,"},{"startTime":780.27,"endTime":782.62,"body":"of course, it comes from"},{"startTime":780.27,"endTime":782.62,"body":"the other side of the world."},{"startTime":782.62,"endTime":783.66,"body":"So literally everything"},{"startTime":783.66,"endTime":786.193,"body":"that we are touching is"},{"startTime":783.66,"endTime":786.193,"body":"part of a supply chain."},{"startTime":787.34,"endTime":789.75,"body":"So it's made up of organizations"},{"startTime":787.34,"endTime":789.75,"body":"of people, of course,"},{"startTime":789.75,"endTime":792.49,"body":"activities, information, resources,"},{"startTime":792.49,"endTime":795.25,"body":"and all of that is about"},{"startTime":792.49,"endTime":795.25,"body":"providing us the consumer"},{"startTime":795.25,"endTime":797.493,"body":"with services and with products."},{"startTime":799.05,"endTime":800.54,"body":"The fact of the matter is though"},{"startTime":800.54,"endTime":802.27,"body":"the supply chains go even deeper,"},{"startTime":802.27,"endTime":805.14,"body":"it's not just about shuffling"},{"startTime":802.27,"endTime":805.14,"body":"things around the world,"},{"startTime":805.14,"endTime":809.15,"body":"they can fundamentally distort"},{"startTime":805.14,"endTime":809.15,"body":"the way that we extract"},{"startTime":809.15,"endTime":812.98,"body":"from the planet, how we"},{"startTime":809.15,"endTime":812.98,"body":"actually take resources."},{"startTime":812.98,"endTime":815.4,"body":"And depending on what"},{"startTime":812.98,"endTime":815.4,"body":"happens on the ground,"},{"startTime":815.4,"endTime":819.4,"body":"you can see that poorly"},{"startTime":815.4,"endTime":819.4,"body":"constructed supply chains"},{"startTime":819.4,"endTime":823.53,"body":"can have many, many"},{"startTime":819.4,"endTime":823.53,"body":"unintended consequences."},{"startTime":823.53,"endTime":825.89,"body":"So let me give you an example."},{"startTime":825.89,"endTime":830.04,"body":"We have a tremendous appetite"},{"startTime":830.04,"endTime":834.0,"body":"for thinking about reducing"},{"startTime":830.04,"endTime":834.0,"body":"our meat consumption"},{"startTime":834.0,"endTime":835.15,"body":"in some parts of the world,"},{"startTime":835.15,"endTime":837.32,"body":"not everywhere, but in"},{"startTime":835.15,"endTime":837.32,"body":"some parts of the world."},{"startTime":837.32,"endTime":838.41,"body":"So you have a lot, a lot,"},{"startTime":838.41,"endTime":842.48,"body":"a lot of livestock"},{"startTime":838.41,"endTime":842.48,"body":"farmers who are challenged"},{"startTime":842.48,"endTime":846.11,"body":"to reduce emissions from their animals."},{"startTime":846.11,"endTime":847.81,"body":"And they do lots of things."},{"startTime":847.81,"endTime":849.21,"body":"I mean, whether you are in Australia"},{"startTime":849.21,"endTime":851.98,"body":"on the big cattle ranches"},{"startTime":849.21,"endTime":851.98,"body":"or wherever you are,"},{"startTime":851.98,"endTime":854.81,"body":"and I'll come into that in a little bit."},{"startTime":854.81,"endTime":858.03,"body":"But it turns out there's"},{"startTime":854.81,"endTime":858.03,"body":"actually a very simple solution"},{"startTime":858.03,"endTime":859.35,"body":"in many cases,"},{"startTime":859.35,"endTime":862.06,"body":"which would eradicate approximately 30%"},{"startTime":862.06,"endTime":864.543,"body":"of those emissions overnight."},{"startTime":865.6,"endTime":870.03,"body":"And what that is, is if"},{"startTime":865.6,"endTime":870.03,"body":"you think about a cow,"},{"startTime":870.03,"endTime":871.707,"body":"and you think about what does it eat,"},{"startTime":871.707,"endTime":873.33,"body":"well, it's eating grass."},{"startTime":873.33,"endTime":877.17,"body":"So a perfectly tuned cow,"},{"startTime":877.17,"endTime":879.329,"body":"and there's quite a lot"},{"startTime":877.17,"endTime":879.329,"body":"of research on this now"},{"startTime":879.329,"endTime":880.162,"body":"that's coming out,"},{"startTime":880.162,"endTime":883.2,"body":"a perfectly tuned cow eating grass"},{"startTime":883.2,"endTime":885.63,"body":"and not moved around too much,"},{"startTime":885.63,"endTime":889.35,"body":"will actually create manure"},{"startTime":885.63,"endTime":889.35,"body":"that if you go and test it"},{"startTime":889.35,"endTime":892.68,"body":"and the cow is healthy"},{"startTime":889.35,"endTime":892.68,"body":"and the land is healthy,"},{"startTime":892.68,"endTime":894.98,"body":"and this is the connection,"},{"startTime":894.98,"endTime":896.48,"body":"that if you go and check"},{"startTime":896.48,"endTime":900.82,"body":"what the microbial community"},{"startTime":896.48,"endTime":900.82,"body":"is inside the manure,"},{"startTime":900.82,"endTime":903.47,"body":"and you look at the soil microbe,"},{"startTime":903.47,"endTime":906.4,"body":"you find out that"},{"startTime":903.47,"endTime":906.4,"body":"they're exactly the same."},{"startTime":906.4,"endTime":909.98,"body":"So essentially a healthy"},{"startTime":906.4,"endTime":909.98,"body":"cow on a healthy pasture"},{"startTime":909.98,"endTime":913.3,"body":"will have a rumen full of a microbial mix"},{"startTime":913.3,"endTime":916.733,"body":"that is actually a true"},{"startTime":913.3,"endTime":916.733,"body":"reflection of a healthy ecosystem."},{"startTime":917.88,"endTime":920.91,"body":"If you go and do the"},{"startTime":917.88,"endTime":920.91,"body":"same experiment from cows"},{"startTime":920.91,"endTime":922.7,"body":"that are industrially produced"},{"startTime":922.7,"endTime":924.96,"body":"or where they get moved"},{"startTime":922.7,"endTime":924.96,"body":"from pasture to pasture,"},{"startTime":924.96,"endTime":926.45,"body":"they get moved around and so on,"},{"startTime":926.45,"endTime":929.25,"body":"and they're given a lot of exogenous food."},{"startTime":929.25,"endTime":932.28,"body":"Then you find that the"},{"startTime":929.25,"endTime":932.28,"body":"manure microbial community"},{"startTime":932.28,"endTime":936.32,"body":"is totally different"},{"startTime":932.28,"endTime":936.32,"body":"from what is on the grass"},{"startTime":936.32,"endTime":938.33,"body":"that they're standing on."},{"startTime":938.33,"endTime":941.46,"body":"And that stress manifests itself"},{"startTime":941.46,"endTime":944.3,"body":"in how efficient the rumen actually works."},{"startTime":944.3,"endTime":946.68,"body":"And which is why you get"},{"startTime":944.3,"endTime":946.68,"body":"extra ordinary levels"},{"startTime":946.68,"endTime":950.42,"body":"of emissions from some cattle."},{"startTime":950.42,"endTime":952.93,"body":"So that's not to say whether"},{"startTime":950.42,"endTime":952.93,"body":"you should eat meat or not,"},{"startTime":952.93,"endTime":957.0,"body":"it's just to say that there's"},{"startTime":952.93,"endTime":957.0,"body":"a whole other round of working"},{"startTime":957.0,"endTime":960.143,"body":"with planet earth to actually"},{"startTime":957.0,"endTime":960.143,"body":"solve some of our problems."},{"startTime":961.43,"endTime":964.32,"body":"So imagine that you are a consumer"},{"startTime":964.32,"endTime":967.96,"body":"and you actually do want"},{"startTime":964.32,"endTime":967.96,"body":"to have a low emitting cow,"},{"startTime":967.96,"endTime":969.26,"body":"or you've got various options."},{"startTime":969.26,"endTime":971.25,"body":"You know, you've got"},{"startTime":969.26,"endTime":971.25,"body":"the technology solution,"},{"startTime":971.25,"endTime":973.04,"body":"you've got the don't eat it,"},{"startTime":973.04,"endTime":974.16,"body":"and you might have the one,"},{"startTime":974.16,"endTime":976.74,"body":"well, actually, where are"},{"startTime":974.16,"endTime":976.74,"body":"you growing your cows,"},{"startTime":976.74,"endTime":980.23,"body":"and are they healthy and is"},{"startTime":976.74,"endTime":980.23,"body":"the pasture healthy and so on."},{"startTime":980.23,"endTime":982.34,"body":"So on that spectrum, there are many,"},{"startTime":982.34,"endTime":984.84,"body":"many choices that you can have."},{"startTime":984.84,"endTime":987.39,"body":"And this is the whole"},{"startTime":984.84,"endTime":987.39,"body":"point about supply chains,"},{"startTime":987.39,"endTime":990.37,"body":"is that they have very superficial way"},{"startTime":990.37,"endTime":993.82,"body":"to accommodate all those kinds of choices."},{"startTime":993.82,"endTime":995.8,"body":"And choices will affect supply chains,"},{"startTime":995.8,"endTime":999.03,"body":"but I'm going to make the"},{"startTime":995.8,"endTime":999.03,"body":"argument that individual choices"},{"startTime":999.03,"endTime":1002.77,"body":"actually are extremely inefficient"},{"startTime":999.03,"endTime":1002.77,"body":"way of changing the way"},{"startTime":1002.77,"endTime":1004.22,"body":"that we live on planet earth."},{"startTime":1005.24,"endTime":1008.83,"body":"So think of supply chains in another way."},{"startTime":1008.83,"endTime":1012.14,"body":"think about them as linking values,"},{"startTime":1012.14,"endTime":1014.23,"body":"linking your values."},{"startTime":1014.23,"endTime":1018.6,"body":"So take anything that you"},{"startTime":1014.23,"endTime":1018.6,"body":"would value in your food"},{"startTime":1019.79,"endTime":1022.96,"body":"and just think about how much you value it"},{"startTime":1022.96,"endTime":1024.01,"body":"and how it's grown,"},{"startTime":1024.01,"endTime":1027.41,"body":"and essentially, what"},{"startTime":1024.01,"endTime":1027.41,"body":"would you be prepared to do"},{"startTime":1027.41,"endTime":1029.683,"body":"to have that particular food item,"},{"startTime":1031.46,"endTime":1033.65,"body":"and you are very quickly realize"},{"startTime":1033.65,"endTime":1036.41,"body":"that you are applying value"},{"startTime":1033.65,"endTime":1036.41,"body":"judgment after value judgment,"},{"startTime":1036.41,"endTime":1038.13,"body":"and then you need to ask yourself,"},{"startTime":1038.13,"endTime":1041.05,"body":"well, where has that"},{"startTime":1038.13,"endTime":1041.05,"body":"value judgment come from?"},{"startTime":1041.05,"endTime":1042.72,"body":"Did it come from my head?"},{"startTime":1042.72,"endTime":1044.35,"body":"Did it come from something I read?"},{"startTime":1044.35,"endTime":1047.19,"body":"Did it come from my"},{"startTime":1044.35,"endTime":1047.19,"body":"friends, from my community?"},{"startTime":1047.19,"endTime":1049.493,"body":"Where did I get that value system from?"},{"startTime":1050.34,"endTime":1053.74,"body":"And so lots and lots of exchanges"},{"startTime":1050.34,"endTime":1053.74,"body":"that are otherwise known"},{"startTime":1053.74,"endTime":1056.36,"body":"as supply chains are just literally"},{"startTime":1056.36,"endTime":1059.793,"body":"about one set of values"},{"startTime":1056.36,"endTime":1059.793,"body":"sitting alongside another."},{"startTime":1061.12,"endTime":1063.52,"body":"Now, there are books and there are courses"},{"startTime":1063.52,"endTime":1064.99,"body":"and you can take degrees in this."},{"startTime":1064.99,"endTime":1066.13,"body":"You know, you can go to business school"},{"startTime":1066.13,"endTime":1067.6,"body":"and you can learn all about this."},{"startTime":1067.6,"endTime":1068.65,"body":"And you'll learn about, you know,"},{"startTime":1068.65,"endTime":1069.94,"body":"brokers and middlemen,"},{"startTime":1069.94,"endTime":1072.66,"body":"and you'll learn about"},{"startTime":1069.94,"endTime":1072.66,"body":"all the characteristics"},{"startTime":1072.66,"endTime":1073.56,"body":"of supply chain."},{"startTime":1073.56,"endTime":1076.89,"body":"They can be functional,"},{"startTime":1073.56,"endTime":1076.89,"body":"efficient, responsive,"},{"startTime":1076.89,"endTime":1080.45,"body":"innovative, there's a whole"},{"startTime":1076.89,"endTime":1080.45,"body":"raft of describing them all."},{"startTime":1080.45,"endTime":1083.34,"body":"But the key question at"},{"startTime":1080.45,"endTime":1083.34,"body":"the end is the relationship"},{"startTime":1083.34,"endTime":1086.06,"body":"between the buyers and the suppliers,"},{"startTime":1086.06,"endTime":1089.59,"body":"and the relationship between"},{"startTime":1086.06,"endTime":1089.59,"body":"those two and the consumer."},{"startTime":1089.59,"endTime":1093.07,"body":"And whether or not it's"},{"startTime":1089.59,"endTime":1093.07,"body":"about reducing efficiencies,"},{"startTime":1093.07,"endTime":1096.883,"body":"delivering quality,"},{"startTime":1093.07,"endTime":1096.883,"body":"delivering the just in time."},{"startTime":1096.883,"endTime":1097.716,"body":"There are many, many decisions"},{"startTime":1097.716,"endTime":1100.15,"body":"that are made in how"},{"startTime":1097.716,"endTime":1100.15,"body":"something magically appears"},{"startTime":1100.15,"endTime":1101.763,"body":"on the shelf for you to buy."},{"startTime":1103.19,"endTime":1105.37,"body":"So tied up with all of that, of course,"},{"startTime":1105.37,"endTime":1107.24,"body":"and rather unfortunately,"},{"startTime":1107.24,"endTime":1111.39,"body":"is that our choices get jumbled up"},{"startTime":1111.39,"endTime":1113.54,"body":"into what is put on the shelves."},{"startTime":1113.54,"endTime":1116.32,"body":"So you might think you're"},{"startTime":1113.54,"endTime":1116.32,"body":"making conscious decisions"},{"startTime":1116.32,"endTime":1119.24,"body":"and choices about what you buy,"},{"startTime":1119.24,"endTime":1120.96,"body":"but actually what you"},{"startTime":1119.24,"endTime":1120.96,"body":"are doing is choosing"},{"startTime":1120.96,"endTime":1124.38,"body":"between what is on the"},{"startTime":1120.96,"endTime":1124.38,"body":"shelf in front of you, okay."},{"startTime":1124.38,"endTime":1127.57,"body":"You didn't really set"},{"startTime":1124.38,"endTime":1127.57,"body":"out to describe the world"},{"startTime":1127.57,"endTime":1130.02,"body":"and then say, this is"},{"startTime":1127.57,"endTime":1130.02,"body":"actually what I want."},{"startTime":1130.02,"endTime":1132.41,"body":"And because of that, many companies"},{"startTime":1132.41,"endTime":1137.41,"body":"and brands are sort of"},{"startTime":1132.41,"endTime":1137.41,"body":"looking at motivations,"},{"startTime":1137.57,"endTime":1140.69,"body":"they're playing on your"},{"startTime":1137.57,"endTime":1140.69,"body":"preferences and needs,"},{"startTime":1140.69,"endTime":1143.47,"body":"and they're trying to"},{"startTime":1140.69,"endTime":1143.47,"body":"influence all of that"},{"startTime":1143.47,"endTime":1146.61,"body":"into what's going on in"},{"startTime":1143.47,"endTime":1146.61,"body":"your head internally."},{"startTime":1146.61,"endTime":1150.287,"body":"And then that will be"},{"startTime":1146.61,"endTime":1150.287,"body":"moderated by the externality"},{"startTime":1150.287,"endTime":1153.03,"body":"of all of this, the"},{"startTime":1150.287,"endTime":1153.03,"body":"availability and so on."},{"startTime":1153.03,"endTime":1156.1,"body":"So this sounds completely obvious,"},{"startTime":1156.1,"endTime":1158.88,"body":"but in fact, when we do experiments"},{"startTime":1158.88,"endTime":1162.523,"body":"and ask people about why they"},{"startTime":1158.88,"endTime":1162.523,"body":"choose to buy certain items,"},{"startTime":1163.54,"endTime":1165.07,"body":"very often it's the case"},{"startTime":1165.07,"endTime":1169.39,"body":"that they do far more"},{"startTime":1165.07,"endTime":1169.39,"body":"spontaneous choice buying"},{"startTime":1170.35,"endTime":1172.313,"body":"than actually considered thinking."},{"startTime":1173.53,"endTime":1177.12,"body":"And the more you study the"},{"startTime":1173.53,"endTime":1177.12,"body":"way that people make choices"},{"startTime":1177.12,"endTime":1180.14,"body":"around what they buy and what's available,"},{"startTime":1180.14,"endTime":1184.13,"body":"you realize that whether"},{"startTime":1180.14,"endTime":1184.13,"body":"we like it or not,"},{"startTime":1184.13,"endTime":1189.13,"body":"a vast number of our choices"},{"startTime":1184.13,"endTime":1189.13,"body":"in stores are based on impulse,"},{"startTime":1190.29,"endTime":1193.05,"body":"on emotions and on habit."},{"startTime":1193.05,"endTime":1195.57,"body":"So I did it last week, it worked out okay"},{"startTime":1195.57,"endTime":1196.85,"body":"so I'm going to do it again."},{"startTime":1196.85,"endTime":1198.61,"body":"I bought the avocados;"},{"startTime":1196.85,"endTime":1198.61,"body":"they were really nice,"},{"startTime":1198.61,"endTime":1199.54,"body":"so I'm going to go back."},{"startTime":1199.54,"endTime":1201.33,"body":"I really like those, you know?"},{"startTime":1201.33,"endTime":1202.76,"body":"And this time they weren't nice,"},{"startTime":1202.76,"endTime":1204.59,"body":"but then maybe they were"},{"startTime":1202.76,"endTime":1204.59,"body":"better than the week before,"},{"startTime":1204.59,"endTime":1205.937,"body":"so I'm going to go back and try again."},{"startTime":1205.937,"endTime":1207.29,"body":"And so you get into a habit,"},{"startTime":1207.29,"endTime":1208.37,"body":"you know, oh, oh,"},{"startTime":1208.37,"endTime":1210.57,"body":"I always get my avocados from,"},{"startTime":1210.57,"endTime":1212.64,"body":"I don't know, Morrison's or wherever."},{"startTime":1212.64,"endTime":1216.11,"body":"So we buy what we know."},{"startTime":1216.11,"endTime":1217.413,"body":"We choose what we know."},{"startTime":1218.474,"endTime":1221.02,"body":"And so large corporations"},{"startTime":1218.474,"endTime":1221.02,"body":"are trying to corral us"},{"startTime":1221.02,"endTime":1223.47,"body":"into supply chains,"},{"startTime":1221.02,"endTime":1223.47,"body":"which are easy for them."},{"startTime":1223.47,"endTime":1225.75,"body":"And this is not a big bash"},{"startTime":1223.47,"endTime":1225.75,"body":"by the way of corporations,"},{"startTime":1225.75,"endTime":1227.83,"body":"but it's how corporations have to work"},{"startTime":1227.83,"endTime":1230.82,"body":"because they need to"},{"startTime":1227.83,"endTime":1230.82,"body":"make profits to function."},{"startTime":1230.82,"endTime":1234.18,"body":"So what they try to do is"},{"startTime":1230.82,"endTime":1234.18,"body":"corral us into a situation"},{"startTime":1234.18,"endTime":1236.42,"body":"where, well, we know it's good"},{"startTime":1236.42,"endTime":1238.94,"body":"because we bought it last"},{"startTime":1236.42,"endTime":1238.94,"body":"week and it was very nice,"},{"startTime":1238.94,"endTime":1241.27,"body":"and I'm going to go back and get it again."},{"startTime":1241.27,"endTime":1242.83,"body":"Behind the scenes, of course,"},{"startTime":1242.83,"endTime":1245.62,"body":"what the companies and global"},{"startTime":1242.83,"endTime":1245.62,"body":"brands are trying to do"},{"startTime":1245.62,"endTime":1249.26,"body":"is to make sure it's"},{"startTime":1245.62,"endTime":1249.26,"body":"efficient, reduce the losses,"},{"startTime":1249.26,"endTime":1251.82,"body":"don't stack things up in"},{"startTime":1249.26,"endTime":1251.82,"body":"inventories and warehouses"},{"startTime":1251.82,"endTime":1254.433,"body":"and get it to you just in time, okay?"},{"startTime":1255.3,"endTime":1258.06,"body":"So there's a kind of tension here,"},{"startTime":1258.06,"endTime":1262.02,"body":"and it's very important"},{"startTime":1258.06,"endTime":1262.02,"body":"that as we go forward"},{"startTime":1262.02,"endTime":1264.07,"body":"in this sort of post COVID world,"},{"startTime":1264.07,"endTime":1267.31,"body":"when a few things have"},{"startTime":1264.07,"endTime":1267.31,"body":"got knocked out of shape,"},{"startTime":1267.31,"endTime":1270.09,"body":"that we start to ask"},{"startTime":1267.31,"endTime":1270.09,"body":"questions about the codes,"},{"startTime":1270.09,"endTime":1272.467,"body":"the sort of labeling that we see."},{"startTime":1272.467,"endTime":1273.86,"body":"And there's many, many things"},{"startTime":1273.86,"endTime":1276.141,"body":"that you can talk about"},{"startTime":1273.86,"endTime":1276.141,"body":"labeling, which is, you know,"},{"startTime":1276.141,"endTime":1279.13,"body":"it's 343 different kinds of labeling just"},{"startTime":1279.13,"endTime":1281.36,"body":"on the kind of cotton that you can buy."},{"startTime":1281.36,"endTime":1284.41,"body":"I mean, it's slightly crazy."},{"startTime":1284.41,"endTime":1289.41,"body":"But you may start to see new"},{"startTime":1284.41,"endTime":1289.41,"body":"kinds of labeling appearing."},{"startTime":1290.77,"endTime":1293.65,"body":"And that new kind of labeling is,"},{"startTime":1293.65,"endTime":1296.35,"body":"I think should have a"},{"startTime":1293.65,"endTime":1296.35,"body":"big warning sign on it,"},{"startTime":1296.35,"endTime":1300.6,"body":"it's a labeling that says we"},{"startTime":1296.35,"endTime":1300.6,"body":"are on a journey to net zero."},{"startTime":1300.6,"endTime":1303.38,"body":"We are doing nature based solutions."},{"startTime":1303.38,"endTime":1306.46,"body":"We are a biodiversity nature positive,"},{"startTime":1306.46,"endTime":1308.58,"body":"and your cotton is doing this"},{"startTime":1308.58,"endTime":1310.443,"body":"and your whatever is doing that."},{"startTime":1311.95,"endTime":1313.347,"body":"And having spent the last year"},{"startTime":1313.347,"endTime":1318.17,"body":"and a half looking behind"},{"startTime":1313.347,"endTime":1318.17,"body":"the scenes at the claims,"},{"startTime":1318.17,"endTime":1320.06,"body":"it is absolutely clear"},{"startTime":1320.06,"endTime":1324.16,"body":"that many, many companies are struggling"},{"startTime":1324.16,"endTime":1325.44,"body":"and in a sort of panic"},{"startTime":1325.44,"endTime":1328.98,"body":"because they don't have"},{"startTime":1325.44,"endTime":1328.98,"body":"the evidence to support it."},{"startTime":1328.98,"endTime":1330.51,"body":"It's not that they don't wish it,"},{"startTime":1330.51,"endTime":1332.32,"body":"it's not they don't want to do it,"},{"startTime":1332.32,"endTime":1336.12,"body":"but there's a dose of"},{"startTime":1332.32,"endTime":1336.12,"body":"consistent, scalable measurements"},{"startTime":1336.12,"endTime":1338.37,"body":"that are reliable and"},{"startTime":1336.12,"endTime":1338.37,"body":"that could be tracked"},{"startTime":1338.37,"endTime":1340.413,"body":"transparently around the world."},{"startTime":1341.65,"endTime":1344.423,"body":"So to say something is ethically sourced,"},{"startTime":1346.88,"endTime":1348.139,"body":"I don't know,"},{"startTime":1348.139,"endTime":1348.972,"body":"what does that mean?"},{"startTime":1348.972,"endTime":1350.65,"body":"I actually don't know what it means."},{"startTime":1350.65,"endTime":1355.123,"body":"To say something has"},{"startTime":1350.65,"endTime":1355.123,"body":"supportive climate justice."},{"startTime":1356.64,"endTime":1358.13,"body":"Don't really, I don't"},{"startTime":1356.64,"endTime":1358.13,"body":"really know what that means,"},{"startTime":1358.13,"endTime":1360.233,"body":"but I read it on a label yesterday."},{"startTime":1361.86,"endTime":1366.86,"body":"And yet a lot of industries"},{"startTime":1361.86,"endTime":1366.86,"body":"are now putting huge demands"},{"startTime":1367.44,"endTime":1370.38,"body":"on facilities, on farmers,"},{"startTime":1370.38,"endTime":1372.73,"body":"subcontracted services, you name it,"},{"startTime":1372.73,"endTime":1375.25,"body":"they're all being asked to sort of deliver"},{"speaker":"to a set of criteria","startTime":1376.7,"endTime":1380.01,"body":"KPIs or different kinds of indicators."},{"speaker":"to a set of criteria","startTime":1380.01,"endTime":1381.54,"body":"But the truth of the matter,"},{"speaker":"to a set of criteria","startTime":1381.54,"endTime":1384.12,"body":"and, you know, I say that genuinely"},{"speaker":"to a set of criteria","startTime":1384.12,"endTime":1386.28,"body":"coming from the UN where"},{"speaker":"to a set of criteria","startTime":1384.12,"endTime":1386.28,"body":"we have to measure things"},{"speaker":"to a set of criteria","startTime":1386.28,"endTime":1389.26,"body":"to sort of show where the"},{"speaker":"to a set of criteria","startTime":1386.28,"endTime":1389.26,"body":"countries are making progress,"},{"speaker":"to a set of criteria","startTime":1389.26,"endTime":1394.26,"body":"is that there is a"},{"speaker":"to a set of criteria","startTime":1389.26,"endTime":1394.26,"body":"shortage of comprehensive,"},{"speaker":"to a set of criteria","startTime":1394.3,"endTime":1397.12,"body":"transparent and robust data"},{"speaker":"to a set of criteria","startTime":1397.12,"endTime":1400.08,"body":"that can give confidence to consumers"},{"speaker":"to a set of criteria","startTime":1400.08,"endTime":1402.47,"body":"that you're not standing there"},{"speaker":"to a set of criteria","startTime":1400.08,"endTime":1402.47,"body":"wondering what an earth it is"},{"speaker":"to a set of criteria","startTime":1402.47,"endTime":1403.62,"body":"that you're looking at."},{"speaker":"to a set of criteria","startTime":1404.77,"endTime":1407.75,"body":"On the one hand we're in this post COVID"},{"speaker":"to a set of criteria","startTime":1407.75,"endTime":1409.62,"body":"or sort of tailing out COVID period,"},{"speaker":"to a set of criteria","startTime":1409.62,"endTime":1411.34,"body":"there is still COVID around by the way."},{"speaker":"to a set of criteria","startTime":1411.34,"endTime":1413.46,"body":"But nevertheless, we've"},{"speaker":"to a set of criteria","startTime":1411.34,"endTime":1413.46,"body":"sort of come out of"},{"speaker":"to a set of criteria","startTime":1413.46,"endTime":1416.16,"body":"that massive public health crisis"},{"speaker":"to a set of criteria","startTime":1416.16,"endTime":1418.69,"body":"into a world where the underpinning"},{"speaker":"to a set of criteria","startTime":1418.69,"endTime":1421.87,"body":"of supply chains can be rethought."},{"speaker":"to a set of criteria","startTime":1421.87,"endTime":1423.8,"body":"We know we have a planetary debt,"},{"speaker":"to a set of criteria","startTime":1423.8,"endTime":1425.2,"body":"we have climate change,"},{"speaker":"to a set of criteria","startTime":1425.2,"endTime":1426.4,"body":"we have biodiversity loss,"},{"speaker":"to a set of criteria","startTime":1426.4,"endTime":1427.92,"body":"we've got land degradation,"},{"speaker":"to a set of criteria","startTime":1427.92,"endTime":1429.8,"body":"all going in the wrong direction."},{"speaker":"to a set of criteria","startTime":1429.8,"endTime":1433.03,"body":"And so we are at a crossroads"},{"speaker":"to a set of criteria","startTime":1429.8,"endTime":1433.03,"body":"where we can make choices,"},{"speaker":"to a set of criteria","startTime":1433.03,"endTime":1434.24,"body":"genuine choices,"},{"speaker":"to a set of criteria","startTime":1434.24,"endTime":1437.08,"body":"but on what basis are we"},{"speaker":"to a set of criteria","startTime":1434.24,"endTime":1437.08,"body":"going to make these choices?"},{"speaker":"to a set of criteria","startTime":1437.08,"endTime":1438.41,"body":"So how can we do this?"},{"speaker":"to a set of criteria","startTime":1438.41,"endTime":1441.02,"body":"If we want to regain the resilience"},{"speaker":"to a set of criteria","startTime":1441.02,"endTime":1442.75,"body":"of our sort of food supply chains,"},{"speaker":"to a set of criteria","startTime":1442.75,"endTime":1444.66,"body":"let's just talk about that for now."},{"speaker":"to a set of criteria","startTime":1444.66,"endTime":1446.84,"body":"And let's make sure there's"},{"speaker":"to a set of criteria","startTime":1444.66,"endTime":1446.84,"body":"sufficient food for all,"},{"speaker":"to a set of criteria","startTime":1446.84,"endTime":1447.96,"body":"and that it is affordable"},{"speaker":"to a set of criteria","startTime":1447.96,"endTime":1450.893,"body":"and if it has good nutritional status."},{"speaker":"to a set of criteria","startTime":1451.78,"endTime":1452.74,"body":"How are we going to do that?"},{"speaker":"to a set of criteria","startTime":1452.74,"endTime":1455.17,"body":"Well, we need more"},{"speaker":"to a set of criteria","startTime":1452.74,"endTime":1455.17,"body":"transparency, first of all,"},{"speaker":"to a set of criteria","startTime":1455.17,"endTime":1456.82,"body":"where's our food coming from."},{"speaker":"to a set of criteria","startTime":1456.82,"endTime":1459.21,"body":"We want to assure that it hasn't traveled"},{"speaker":"to a set of criteria","startTime":1459.21,"endTime":1461.61,"body":"necessarily thousands of miles,"},{"speaker":"to a set of criteria","startTime":1461.61,"endTime":1463.23,"body":"but at the same time,"},{"speaker":"to a set of criteria","startTime":1463.23,"endTime":1464.53,"body":"it isn't always the case"},{"speaker":"to a set of criteria","startTime":1464.53,"endTime":1466.72,"body":"that just because it was grown locally,"},{"speaker":"to a set of criteria","startTime":1466.72,"endTime":1468.29,"body":"that it's actually high quality,"},{"speaker":"to a set of criteria","startTime":1468.29,"endTime":1471.8,"body":"because if the farmer has used"},{"speaker":"to a set of criteria","startTime":1468.29,"endTime":1471.8,"body":"a lot of different chemicals,"},{"speaker":"to a set of criteria","startTime":1471.8,"endTime":1473.76,"body":"and pesticides and so on,"},{"speaker":"to a set of criteria","startTime":1473.76,"endTime":1476.03,"body":"it could very well be"},{"speaker":"to a set of criteria","startTime":1473.76,"endTime":1476.03,"body":"that those residues are"},{"speaker":"to a set of criteria","startTime":1476.03,"endTime":1478.38,"body":"in the farm produce, okay?"},{"speaker":"to a set of criteria","startTime":1478.38,"endTime":1481.33,"body":"So local doesn't necessarily"},{"speaker":"to a set of criteria","startTime":1478.38,"endTime":1481.33,"body":"mean tick, tick, tick."},{"speaker":"to a set of criteria","startTime":1481.33,"endTime":1485.49,"body":"It means it's actually addressed"},{"speaker":"to a set of criteria","startTime":1481.33,"endTime":1485.49,"body":"the transportation issue,"},{"speaker":"to a set of criteria","startTime":1485.49,"endTime":1487.77,"body":"but you need to go and check"},{"speaker":"to a set of criteria","startTime":1485.49,"endTime":1487.77,"body":"whether the land is healthy"},{"speaker":"to a set of criteria","startTime":1487.77,"endTime":1488.603,"body":"and whether or not"},{"speaker":"to a set of criteria","startTime":1488.603,"endTime":1492.36,"body":"the food is really what"},{"speaker":"to a set of criteria","startTime":1488.603,"endTime":1492.36,"body":"you expected it to be."},{"speaker":"to a set of criteria","startTime":1492.36,"endTime":1496.36,"body":"So when we talk about"},{"speaker":"to a set of criteria","startTime":1492.36,"endTime":1496.36,"body":"getting back to normal,"},{"speaker":"to a set of criteria","startTime":1496.36,"endTime":1499.65,"body":"post COVID, build back better,"},{"speaker":"to a set of criteria","startTime":1499.65,"endTime":1503.56,"body":"for me, it all begs this amazing aptitude"},{"speaker":"to a set of criteria","startTime":1503.56,"endTime":1505.73,"body":"that we have, a sort of unfailing aptitude"},{"speaker":"to a set of criteria","startTime":1505.73,"endTime":1507.48,"body":"for some kind of organizational"},{"speaker":"to a set of criteria","startTime":1507.48,"endTime":1510.54,"body":"and political amnesia about events,"},{"speaker":"to a set of criteria","startTime":1510.54,"endTime":1512.94,"body":"where we should really know better"},{"speaker":"to a set of criteria","startTime":1512.94,"endTime":1516.56,"body":"and we should be reshaping"},{"speaker":"to a set of criteria","startTime":1512.94,"endTime":1516.56,"body":"our world if we possibly can."},{"speaker":"to a set of criteria","startTime":1516.56,"endTime":1520.73,"body":"And I think it comes back to"},{"speaker":"to a set of criteria","startTime":1516.56,"endTime":1520.73,"body":"a sort of cognitive overload."},{"speaker":"to a set of criteria","startTime":1520.73,"endTime":1521.79,"body":"So just think about it."},{"speaker":"to a set of criteria","startTime":1521.79,"endTime":1524.24,"body":"We've got real nagging doubts"},{"speaker":"to a set of criteria","startTime":1524.24,"endTime":1525.9,"body":"about what we ought to be doing"},{"speaker":"to a set of criteria","startTime":1525.9,"endTime":1528.63,"body":"in terms of our impact on"},{"speaker":"to a set of criteria","startTime":1525.9,"endTime":1528.63,"body":"the planet's functioning."},{"speaker":"to a set of criteria","startTime":1528.63,"endTime":1529.91,"body":"So there's one thing."},{"speaker":"to a set of criteria","startTime":1529.91,"endTime":1531.18,"body":"I don't know if you all sleep well,"},{"speaker":"to a set of criteria","startTime":1531.18,"endTime":1532.77,"body":"actually I sleep very well."},{"speaker":"to a set of criteria","startTime":1532.77,"endTime":1535.25,"body":"But anyway, a lot of people I"},{"speaker":"to a set of criteria","startTime":1532.77,"endTime":1535.25,"body":"know who wake up in the night,"},{"speaker":"to a set of criteria","startTime":1535.25,"endTime":1538.56,"body":"wake up and they're"},{"speaker":"to a set of criteria","startTime":1535.25,"endTime":1538.56,"body":"worrying about the planet,"},{"speaker":"to a set of criteria","startTime":1538.56,"endTime":1540.34,"body":"young people, especially."},{"speaker":"to a set of criteria","startTime":1540.34,"endTime":1542.83,"body":"Then if you kind of get over that one,"},{"speaker":"to a set of criteria","startTime":1542.83,"endTime":1545.4,"body":"then of course, there's the"},{"speaker":"to a set of criteria","startTime":1542.83,"endTime":1545.4,"body":"origins of the pandemic,"},{"speaker":"to a set of criteria","startTime":1545.4,"endTime":1547.33,"body":"you know, well, where"},{"speaker":"to a set of criteria","startTime":1545.4,"endTime":1547.33,"body":"did it really come from?"},{"speaker":"to a set of criteria","startTime":1547.33,"endTime":1548.46,"body":"Do we know?"},{"speaker":"to a set of criteria","startTime":1548.46,"endTime":1549.97,"body":"And if it is wet markets,"},{"speaker":"to a set of criteria","startTime":1549.97,"endTime":1552.84,"body":"should we not address wet"},{"speaker":"to a set of criteria","startTime":1549.97,"endTime":1552.84,"body":"markets in the supply chain?"},{"speaker":"to a set of criteria","startTime":1552.84,"endTime":1556.21,"body":"Do we really want to have wet"},{"speaker":"to a set of criteria","startTime":1552.84,"endTime":1556.21,"body":"markets with live animals,"},{"speaker":"to a set of criteria","startTime":1556.21,"endTime":1557.79,"body":"wild animals mixing, okay."},{"speaker":"to a set of criteria","startTime":1557.79,"endTime":1561.22,"body":"So there's a whole issue about"},{"speaker":"to a set of criteria","startTime":1557.79,"endTime":1561.22,"body":"our food supply chain there."},{"speaker":"to a set of criteria","startTime":1561.22,"endTime":1563.15,"body":"As if that's not enough,"},{"speaker":"to a set of criteria","startTime":1563.15,"endTime":1566.28,"body":"we've got ton of other"},{"speaker":"to a set of criteria","startTime":1563.15,"endTime":1566.28,"body":"things going on with climate"},{"speaker":"to a set of criteria","startTime":1566.28,"endTime":1567.5,"body":"and then of course, you know,"},{"speaker":"to a set of criteria","startTime":1567.5,"endTime":1570.57,"body":"we've got conflicts and so forth."},{"speaker":"to a set of criteria","startTime":1570.57,"endTime":1574.18,"body":"So of course what we see"},{"speaker":"to a set of criteria","startTime":1570.57,"endTime":1574.18,"body":"is an increasing growth"},{"speaker":"to a set of criteria","startTime":1574.18,"endTime":1577.88,"body":"of sort of attitude, oh,"},{"speaker":"to a set of criteria","startTime":1574.18,"endTime":1577.88,"body":"let's leave it all behind."},{"speaker":"to a set of criteria","startTime":1577.88,"endTime":1579.36,"body":"Let's just go back to how we were"},{"speaker":"to a set of criteria","startTime":1579.36,"endTime":1580.713,"body":"because it was okay before."},{"speaker":"to a set of criteria","startTime":1581.95,"endTime":1583.93,"body":"But it's actually not an option,"},{"speaker":"to a set of criteria","startTime":1583.93,"endTime":1585.72,"body":"it really isn't an option."},{"speaker":"to a set of criteria","startTime":1585.72,"endTime":1587.41,"body":"And I think because we're in the midst"},{"speaker":"to a set of criteria","startTime":1587.41,"endTime":1589.653,"body":"of a severe economic downturn,"},{"speaker":"to a set of criteria","startTime":1591.03,"endTime":1593.01,"body":"we're going to end up with"},{"speaker":"to a set of criteria","startTime":1591.03,"endTime":1593.01,"body":"really desperate times"},{"speaker":"to a set of criteria","startTime":1593.01,"endTime":1593.843,"body":"for a lot of people"},{"speaker":"to a set of criteria","startTime":1593.843,"endTime":1597.75,"body":"in terms of the enmeshment"},{"speaker":"to a set of criteria","startTime":1593.843,"endTime":1597.75,"body":"of food and energy poverty."},{"speaker":"to a set of criteria","startTime":1597.75,"endTime":1598.93,"body":"And nobody's going to be sh,"},{"speaker":"to a set of criteria","startTime":1598.93,"endTime":1602.0,"body":"well, very few people will"},{"speaker":"to a set of criteria","startTime":1598.93,"endTime":1602.0,"body":"be shielded from this."},{"speaker":"to a set of criteria","startTime":1602.0,"endTime":1605.62,"body":"So I want to think about how a theory"},{"speaker":"to a set of criteria","startTime":1605.62,"endTime":1609.17,"body":"like natural prosperity could step in."},{"speaker":"to a set of criteria","startTime":1609.17,"endTime":1612.58,"body":"Could, doesn't mean to say it"},{"speaker":"to a set of criteria","startTime":1609.17,"endTime":1612.58,"body":"would, but it could step in."},{"speaker":"to a set of criteria","startTime":1612.58,"endTime":1615.09,"body":"So the first thing I've"},{"speaker":"to a set of criteria","startTime":1612.58,"endTime":1615.09,"body":"said from the very beginning"},{"speaker":"to a set of criteria","startTime":1615.09,"endTime":1617.71,"body":"is about needing to build resilience."},{"speaker":"to a set of criteria","startTime":1617.71,"endTime":1619.84,"body":"So in our choices,"},{"speaker":"to a set of criteria","startTime":1619.84,"endTime":1623.3,"body":"we want to make certain that we are not,"},{"speaker":"to a set of criteria","startTime":1623.3,"endTime":1625.14,"body":"so to speak, creating perturbations"},{"speaker":"to a set of criteria","startTime":1625.14,"endTime":1628.15,"body":"that will have unintended consequences,"},{"speaker":"to a set of criteria","startTime":1628.15,"endTime":1630.71,"body":"but we also want to think about our food."},{"speaker":"to a set of criteria","startTime":1630.71,"endTime":1632.55,"body":"So simply saying,"},{"speaker":"to a set of criteria","startTime":1632.55,"endTime":1636.82,"body":"we want regenerative"},{"speaker":"to a set of criteria","startTime":1632.55,"endTime":1636.82,"body":"agriculture is the first step."},{"speaker":"to a set of criteria","startTime":1636.82,"endTime":1639.52,"body":"But what does regenerative"},{"speaker":"to a set of criteria","startTime":1636.82,"endTime":1639.52,"body":"agriculture really deliver?"},{"speaker":"to a set of criteria","startTime":1640.558,"endTime":1642.2,"body":"Regene, it's in the name."},{"speaker":"to a set of criteria","startTime":1642.2,"endTime":1644.99,"body":"The clue is in the name,"},{"speaker":"to a set of criteria","startTime":1642.2,"endTime":1644.99,"body":"regenerative agriculture."},{"speaker":"to a set of criteria","startTime":1644.99,"endTime":1646.06,"body":"So this is agriculture"},{"speaker":"to a set of criteria","startTime":1646.06,"endTime":1650.89,"body":"where you can continue growing"},{"speaker":"to a set of criteria","startTime":1646.06,"endTime":1650.89,"body":"food essentially forever,"},{"speaker":"to a set of criteria","startTime":1650.89,"endTime":1653.46,"body":"because you're doing"},{"speaker":"to a set of criteria","startTime":1650.89,"endTime":1653.46,"body":"it in a particular way."},{"speaker":"to a set of criteria","startTime":1653.46,"endTime":1654.74,"body":"What does that mean?"},{"speaker":"to a set of criteria","startTime":1654.74,"endTime":1657.32,"body":"Well, today it means no-till."},{"speaker":"to a set of criteria","startTime":1657.32,"endTime":1659.78,"body":"So you don't, you don't"},{"speaker":"to a set of criteria","startTime":1657.32,"endTime":1659.78,"body":"basically take great big plows"},{"speaker":"to a set of criteria","startTime":1659.78,"endTime":1661.42,"body":"and pull up the soil."},{"speaker":"to a set of criteria","startTime":1661.42,"endTime":1663.53,"body":"You leave it as much as you can."},{"speaker":"to a set of criteria","startTime":1663.53,"endTime":1664.99,"body":"You do inter cropping,"},{"speaker":"to a set of criteria","startTime":1664.99,"endTime":1667.78,"body":"you put plants on the ground"},{"speaker":"to a set of criteria","startTime":1664.99,"endTime":1667.78,"body":"all of the year round."},{"speaker":"to a set of criteria","startTime":1667.78,"endTime":1670.436,"body":"You never have bare"},{"speaker":"to a set of criteria","startTime":1667.78,"endTime":1670.436,"body":"soil because you leave,"},{"speaker":"to a set of criteria","startTime":1670.436,"endTime":1672.01,"body":"that would, you know, you lose that."},{"speaker":"to a set of criteria","startTime":1672.01,"endTime":1674.9,"body":"You essentially don't"},{"speaker":"to a set of criteria","startTime":1672.01,"endTime":1674.9,"body":"necessarily just fall"},{"speaker":"to a set of criteria","startTime":1674.9,"endTime":1676.94,"body":"into the routine of crop rotation"},{"speaker":"to a set of criteria","startTime":1676.94,"endTime":1680.7,"body":"because crop rotation will"},{"speaker":"to a set of criteria","startTime":1676.94,"endTime":1680.7,"body":"also lose carbon in the soil."},{"speaker":"to a set of criteria","startTime":1680.7,"endTime":1683.42,"body":"So you have to imagine the"},{"speaker":"to a set of criteria","startTime":1680.7,"endTime":1683.42,"body":"soil is like your skin,"},{"speaker":"to a set of criteria","startTime":1683.42,"endTime":1685.54,"body":"the top 30 centimeters,"},{"speaker":"to a set of criteria","startTime":1685.54,"endTime":1687.07,"body":"that's where it's all happening."},{"speaker":"to a set of criteria","startTime":1687.07,"endTime":1689.95,"body":"And if you don't look after"},{"speaker":"to a set of criteria","startTime":1687.07,"endTime":1689.95,"body":"the top 30 centimeters,"},{"speaker":"to a set of criteria","startTime":1689.95,"endTime":1693.09,"body":"you will not sequester carbon in the land."},{"speaker":"to a set of criteria","startTime":1693.09,"endTime":1696.213,"body":"So effectively you have"},{"speaker":"to a set of criteria","startTime":1693.09,"endTime":1696.213,"body":"to treat it as it is,"},{"speaker":"to a set of criteria","startTime":1696.213,"endTime":1699.62,"body":"a sort of fragile skin that"},{"speaker":"to a set of criteria","startTime":1696.213,"endTime":1699.62,"body":"needs to be well tended"},{"speaker":"to a set of criteria","startTime":1699.62,"endTime":1701.03,"body":"and well taken care of."},{"speaker":"to a set of criteria","startTime":1701.03,"endTime":1702.52,"body":"And if it is healthy,"},{"speaker":"to a set of criteria","startTime":1702.52,"endTime":1705.54,"body":"you will produce not only good food"},{"speaker":"to a set of criteria","startTime":1705.54,"endTime":1708.11,"body":"and maybe less farting cows,"},{"speaker":"to a set of criteria","startTime":1708.11,"endTime":1711.24,"body":"but you will also sequester"},{"speaker":"to a set of criteria","startTime":1708.11,"endTime":1711.24,"body":"carbon from the atmosphere"},{"speaker":"to a set of criteria","startTime":1711.24,"endTime":1713.78,"body":"because a highly productive soil,"},{"speaker":"to a set of criteria","startTime":1713.78,"endTime":1716.58,"body":"a healthy soil, in this country,"},{"speaker":"to a set of criteria","startTime":1716.58,"endTime":1718.23,"body":"can trap somewhere in the region of four"},{"speaker":"to a set of criteria","startTime":1718.23,"endTime":1719.903,"body":"to eight tons per hectare."},{"speaker":"to a set of criteria","startTime":1721.52,"endTime":1722.59,"body":"So that's quite a lot."},{"speaker":"to a set of criteria","startTime":1722.59,"endTime":1724.52,"body":"Now where I live in Kenya,"},{"speaker":"to a set of criteria","startTime":1724.52,"endTime":1727.62,"body":"we can trap somewhere"},{"speaker":"to a set of criteria","startTime":1724.52,"endTime":1727.62,"body":"like 180 tons per hectare."},{"speaker":"to a set of criteria","startTime":1727.62,"endTime":1729.53,"body":"So if you want to solve"},{"speaker":"to a set of criteria","startTime":1727.62,"endTime":1729.53,"body":"the world's problem"},{"speaker":"to a set of criteria","startTime":1729.53,"endTime":1730.7,"body":"of carbon dioxide,"},{"speaker":"to a set of criteria","startTime":1730.7,"endTime":1732.36,"body":"you can go to the Amazon and you can go"},{"speaker":"to a set of criteria","startTime":1732.36,"endTime":1734.25,"body":"to sort of a whole swath of countries"},{"speaker":"to a set of criteria","startTime":1734.25,"endTime":1736.55,"body":"across the middle part of the world."},{"speaker":"to a set of criteria","startTime":1736.55,"endTime":1739.8,"body":"But still, it's a very respectable"},{"speaker":"to a set of criteria","startTime":1736.55,"endTime":1739.8,"body":"thing to be able to trap,"},{"speaker":"to a set of criteria","startTime":1739.8,"endTime":1743.2,"body":"you know, maybe up to"},{"speaker":"to a set of criteria","startTime":1739.8,"endTime":1743.2,"body":"even 10 tons per hectare"},{"speaker":"to a set of criteria","startTime":1743.2,"endTime":1745.27,"body":"in a temperate region like this."},{"speaker":"to a set of criteria","startTime":1745.27,"endTime":1747.22,"body":"So these are the kinds of questions"},{"speaker":"to a set of criteria","startTime":1747.22,"endTime":1749.21,"body":"we should be asking our farmers."},{"speaker":"to a set of criteria","startTime":1749.21,"endTime":1750.27,"body":"Yes, you grew our food,"},{"speaker":"to a set of criteria","startTime":1750.27,"endTime":1753.42,"body":"but could you tell me how many"},{"speaker":"to a set of criteria","startTime":1750.27,"endTime":1753.42,"body":"tons of carbon you were able"},{"speaker":"to a set of criteria","startTime":1753.42,"endTime":1756.61,"body":"to trap whilst growing your food?"},{"speaker":"to a set of criteria","startTime":1756.61,"endTime":1757.99,"body":"And I know several farms,"},{"speaker":"to a set of criteria","startTime":1757.99,"endTime":1760.33,"body":"the Dutchy of Cornwall's farms and others"},{"speaker":"to a set of criteria","startTime":1760.33,"endTime":1762.62,"body":"that are able to achieve"},{"speaker":"to a set of criteria","startTime":1760.33,"endTime":1762.62,"body":"these kinds of figures."},{"speaker":"to a set of criteria","startTime":1762.62,"endTime":1765.22,"body":"So if they can do it, many"},{"speaker":"to a set of criteria","startTime":1762.62,"endTime":1765.22,"body":"people can do it, all right?"},{"speaker":"to a set of criteria","startTime":1765.22,"endTime":1768.31,"body":"All the way across the way"},{"speaker":"to a set of criteria","startTime":1765.22,"endTime":1768.31,"body":"we grow our wheat and so on."},{"speaker":"to a set of criteria","startTime":1768.31,"endTime":1770.26,"body":"So these are the kinds of little taglines"},{"speaker":"to a set of criteria","startTime":1770.26,"endTime":1771.13,"body":"that you need to look at,"},{"speaker":"to a set of criteria","startTime":1771.13,"endTime":1773.18,"body":"because if land is managed"},{"speaker":"to a set of criteria","startTime":1773.18,"endTime":1778.09,"body":"in a way where it's resilience"},{"speaker":"to a set of criteria","startTime":1773.18,"endTime":1778.09,"body":"isn't knocked off course,"},{"speaker":"to a set of criteria","startTime":1778.09,"endTime":1779.19,"body":"then you get everything,"},{"speaker":"to a set of criteria","startTime":1779.19,"endTime":1781.473,"body":"you get good food and you get carbon."},{"speaker":"to a set of criteria","startTime":1782.34,"endTime":1784.22,"body":"So you can have it all."},{"speaker":"to a set of criteria","startTime":1784.22,"endTime":1785.21,"body":"That's the point."},{"speaker":"to a set of criteria","startTime":1785.21,"endTime":1788.77,"body":"if you do these things"},{"speaker":"to a set of criteria","startTime":1785.21,"endTime":1788.77,"body":"carefully, you can have it all."},{"speaker":"to a set of criteria","startTime":1788.77,"endTime":1793.77,"body":"The second thing is about using"},{"speaker":"to a set of criteria","startTime":1788.77,"endTime":1793.77,"body":"recursive social processes."},{"speaker":"to a set of criteria","startTime":1794.23,"endTime":1795.84,"body":"So recursive social processes,"},{"speaker":"to a set of criteria","startTime":1795.84,"endTime":1796.7,"body":"what on earth are they?"},{"speaker":"to a set of criteria","startTime":1796.7,"endTime":1801.59,"body":"Well, here's what social"},{"speaker":"to a set of criteria","startTime":1796.7,"endTime":1801.59,"body":"practice theory tells us."},{"speaker":"to a set of criteria","startTime":1801.59,"endTime":1806.59,"body":"Social practice theory is"},{"speaker":"to a set of criteria","startTime":1801.59,"endTime":1806.59,"body":"about picking up actions,"},{"speaker":"to a set of criteria","startTime":1806.68,"endTime":1809.36,"body":"everyday actions, and"},{"speaker":"to a set of criteria","startTime":1806.68,"endTime":1809.36,"body":"just doing them again"},{"speaker":"to a set of criteria","startTime":1809.36,"endTime":1810.193,"body":"and again and again."},{"speaker":"to a set of criteria","startTime":1810.193,"endTime":1812.5,"body":"And eventually they become what we know"},{"speaker":"to a set of criteria","startTime":1812.5,"endTime":1815.12,"body":"as social structures or norms."},{"speaker":"to a set of criteria","startTime":1815.12,"endTime":1817.44,"body":"So they reinforce and so on."},{"speaker":"to a set of criteria","startTime":1817.44,"endTime":1819.373,"body":"So to give an example,"},{"speaker":"to a set of criteria","startTime":1820.37,"endTime":1821.85,"body":"you might have practices"},{"speaker":"to a set of criteria","startTime":1821.85,"endTime":1826.85,"body":"that are not gender discriminatory, okay?"},{"speaker":"to a set of criteria","startTime":1826.92,"endTime":1830.06,"body":"Less racial or gender discrimination,"},{"speaker":"to a set of criteria","startTime":1830.06,"endTime":1831.24,"body":"and you keep on doing it."},{"speaker":"to a set of criteria","startTime":1831.24,"endTime":1832.073,"body":"You keep on doing it."},{"speaker":"to a set of criteria","startTime":1832.073,"endTime":1833.92,"body":"Keep on doing it, and it reinforces."},{"speaker":"to a set of criteria","startTime":1833.92,"endTime":1835.22,"body":"It's recursive."},{"speaker":"to a set of criteria","startTime":1835.22,"endTime":1838.06,"body":"Until you get to a"},{"speaker":"to a set of criteria","startTime":1835.22,"endTime":1838.06,"body":"point where the norm is,"},{"speaker":"to a set of criteria","startTime":1838.06,"endTime":1842.27,"body":"that it's just not acceptable"},{"speaker":"to a set of criteria","startTime":1838.06,"endTime":1842.27,"body":"to have racial prejudices,"},{"speaker":"to a set of criteria","startTime":1842.27,"endTime":1844.72,"body":"to have gender discrimination."},{"speaker":"to a set of criteria","startTime":1844.72,"endTime":1848.23,"body":"And it's that recursion that"},{"speaker":"to a set of criteria","startTime":1844.72,"endTime":1848.23,"body":"is incredibly important."},{"speaker":"to a set of criteria","startTime":1848.23,"endTime":1850.87,"body":"And it's what natural"},{"speaker":"to a set of criteria","startTime":1848.23,"endTime":1850.87,"body":"prosperity for me is all about."},{"speaker":"to a set of criteria","startTime":1850.87,"endTime":1854.27,"body":"How can we instigate the kinds of actions"},{"speaker":"to a set of criteria","startTime":1854.27,"endTime":1856.04,"body":"which you can see done again and again,"},{"speaker":"to a set of criteria","startTime":1856.04,"endTime":1857.27,"body":"in different contexts,"},{"speaker":"to a set of criteria","startTime":1857.27,"endTime":1858.17,"body":"in different contexts,"},{"speaker":"to a set of criteria","startTime":1858.17,"endTime":1859.82,"body":"but they're done again and again."},{"speaker":"to a set of criteria","startTime":1859.82,"endTime":1861.073,"body":"And this is why I say,"},{"speaker":"to a set of criteria","startTime":1862.35,"endTime":1865.49,"body":"we are never going to solve"},{"speaker":"to a set of criteria","startTime":1862.35,"endTime":1865.49,"body":"our problems individually"},{"speaker":"to a set of criteria","startTime":1867.46,"endTime":1869.97,"body":"because you might be"},{"speaker":"to a set of criteria","startTime":1867.46,"endTime":1869.97,"body":"out there on your own,"},{"speaker":"to a set of criteria","startTime":1869.97,"endTime":1873.51,"body":"doing this recursively,"},{"speaker":"to a set of criteria","startTime":1869.97,"endTime":1873.51,"body":"basically talking to yourself,"},{"speaker":"to a set of criteria","startTime":1873.51,"endTime":1874.73,"body":"that's not going to solve the problem."},{"speaker":"to a set of criteria","startTime":1874.73,"endTime":1879.08,"body":"So the final sort of"},{"speaker":"to a set of criteria","startTime":1874.73,"endTime":1879.08,"body":"piece about all of this is"},{"speaker":"to a set of criteria","startTime":1879.08,"endTime":1880.12,"body":"you need to report back to society,"},{"speaker":"to a set of criteria","startTime":1880.12,"endTime":1881.37,"body":"you need to be part of a community,"},{"speaker":"to a set of criteria","startTime":1881.37,"endTime":1882.83,"body":"you need to give feedback."},{"speaker":"to a set of criteria","startTime":1882.83,"endTime":1886.31,"body":"So that recursive empowers"},{"speaker":"to a set of criteria","startTime":1882.83,"endTime":1886.31,"body":"you and has a responsibility"},{"speaker":"to a set of criteria","startTime":1886.31,"endTime":1888.1,"body":"to tell your friends,"},{"speaker":"to a set of criteria","startTime":1886.31,"endTime":1888.1,"body":"to tell your community,"},{"speaker":"to a set of criteria","startTime":1888.1,"endTime":1890.03,"body":"to talk to people, oh, this works."},{"speaker":"to a set of criteria","startTime":1890.03,"endTime":1891.8,"body":"This is how it works."},{"speaker":"to a set of criteria","startTime":1891.8,"endTime":1893.5,"body":"Now, again, that sounds totally trivial."},{"speaker":"to a set of criteria","startTime":1893.5,"endTime":1897.423,"body":"But amazingly, in social practice theory,"},{"speaker":"to a set of criteria","startTime":1898.61,"endTime":1901.42,"body":"it's continuously coming"},{"speaker":"to a set of criteria","startTime":1898.61,"endTime":1901.42,"body":"up against the challenge,"},{"speaker":"to a set of criteria","startTime":1901.42,"endTime":1905.62,"body":"which is that we talk a"},{"speaker":"to a set of criteria","startTime":1901.42,"endTime":1905.62,"body":"lot about what can I do?"},{"speaker":"to a set of criteria","startTime":1905.62,"endTime":1907.61,"body":"What are the actions that I can take?"},{"speaker":"to a set of criteria","startTime":1907.61,"endTime":1908.99,"body":"And you often feel that,"},{"speaker":"I often feel, I get asked questions","startTime":1910.597,"endTime":1912.52,"body":"\"What can I do that"},{"speaker":"I often feel, I get asked questions","startTime":1910.597,"endTime":1912.52,"body":"will make a difference?\""},{"speaker":"I often feel, I get asked questions","startTime":1912.52,"endTime":1913.89,"body":"Actually, what you can do is"},{"speaker":"I often feel, I get asked questions","startTime":1913.89,"endTime":1916.59,"body":"get all of your friends"},{"speaker":"I often feel, I get asked questions","startTime":1913.89,"endTime":1916.59,"body":"together and do the same thing"},{"speaker":"I often feel, I get asked questions","startTime":1917.55,"endTime":1918.5,"body":"and actually repeat it,"},{"speaker":"I often feel, I get asked questions","startTime":1918.5,"endTime":1920.28,"body":"and then do it again and do it again"},{"speaker":"I often feel, I get asked questions","startTime":1920.28,"endTime":1922.32,"body":"and do it again with more communities."},{"speaker":"I often feel, I get asked questions","startTime":1922.32,"endTime":1923.72,"body":"Small things, yes."},{"speaker":"I often feel, I get asked questions","startTime":1923.72,"endTime":1926.89,"body":"So again, this recursive process is"},{"speaker":"I often feel, I get asked questions","startTime":1926.89,"endTime":1930.93,"body":"about how we can make behavioral change,"},{"speaker":"I often feel, I get asked questions","startTime":1930.93,"endTime":1933.923,"body":"because it becomes just second nature."},{"speaker":"I often feel, I get asked questions","startTime":1935.02,"endTime":1937.81,"body":"Interestingly, in a lot"},{"speaker":"I often feel, I get asked questions","startTime":1935.02,"endTime":1937.81,"body":"of indigenous people,"},{"speaker":"I often feel, I get asked questions","startTime":1937.81,"endTime":1941.67,"body":"that is exactly how they"},{"speaker":"I often feel, I get asked questions","startTime":1937.81,"endTime":1941.67,"body":"adapt to new things."},{"speaker":"I often feel, I get asked questions","startTime":1941.67,"endTime":1944.03,"body":"They try it out, seeing is believing,"},{"speaker":"I often feel, I get asked questions","startTime":1944.03,"endTime":1946.02,"body":"someone else tries it out,"},{"speaker":"I often feel, I get asked questions","startTime":1944.03,"endTime":1946.02,"body":"then they try it again."},{"speaker":"I often feel, I get asked questions","startTime":1946.02,"endTime":1948.29,"body":"But because it's always"},{"speaker":"I often feel, I get asked questions","startTime":1946.02,"endTime":1948.29,"body":"done inside a community,"},{"speaker":"I often feel, I get asked questions","startTime":1948.29,"endTime":1950.64,"body":"you get reinforcement very, very quickly."},{"speaker":"I often feel, I get asked questions","startTime":1950.64,"endTime":1953.67,"body":"And it's why in some"},{"speaker":"I often feel, I get asked questions","startTime":1950.64,"endTime":1953.67,"body":"indigenous populations,"},{"speaker":"I often feel, I get asked questions","startTime":1953.67,"endTime":1957.21,"body":"new innovative ideas that"},{"speaker":"I often feel, I get asked questions","startTime":1953.67,"endTime":1957.21,"body":"work get literally overnight,"},{"speaker":"I often feel, I get asked questions","startTime":1957.21,"endTime":1958.62,"body":"they move very, very quickly,"},{"speaker":"I often feel, I get asked questions","startTime":1958.62,"endTime":1961.89,"body":"is because the community"},{"speaker":"I often feel, I get asked questions","startTime":1958.62,"endTime":1961.89,"body":"structure is intact."},{"speaker":"I often feel, I get asked questions","startTime":1961.89,"endTime":1964.98,"body":"It isn't about one single farmer trying."},{"speaker":"I often feel, I get asked questions","startTime":1964.98,"endTime":1967.17,"body":"So when I look at regenerative farming"},{"speaker":"I often feel, I get asked questions","startTime":1967.17,"endTime":1969.17,"body":"in places like Australia,"},{"speaker":"I often feel, I get asked questions","startTime":1969.17,"endTime":1972.56,"body":"like in the US, now"},{"speaker":"I often feel, I get asked questions","startTime":1969.17,"endTime":1972.56,"body":"more and more in Europe,"},{"speaker":"I often feel, I get asked questions","startTime":1972.56,"endTime":1974.92,"body":"I continually bump into and talk"},{"speaker":"I often feel, I get asked questions","startTime":1974.92,"endTime":1978.26,"body":"to farmers who are regenerative farmers."},{"speaker":"I often feel, I get asked questions","startTime":1978.26,"endTime":1979.7,"body":"They're doing a great job,"},{"speaker":"I often feel, I get asked questions","startTime":1979.7,"endTime":1981.35,"body":"but their frustration is,"},{"speaker":"I often feel, I get asked questions","startTime":1981.35,"endTime":1983.15,"body":"they can't persuade their neighbors."},{"speaker":"I often feel, I get asked questions","startTime":1984.343,"endTime":1985.86,"body":"There's a sense of I'm doing it on my own."},{"speaker":"I often feel, I get asked questions","startTime":1985.86,"endTime":1988.61,"body":"And only now, after, in some cases,"},{"speaker":"I often feel, I get asked questions","startTime":1988.61,"endTime":1992.18,"body":"30 years of doing regenerative practices"},{"speaker":"I often feel, I get asked questions","startTime":1992.18,"endTime":1994.25,"body":"are people beginning to see, oh, oh,"},{"speaker":"I often feel, I get asked questions","startTime":1994.25,"endTime":1995.83,"body":"actually that is the right thing to do."},{"speaker":"I often feel, I get asked questions","startTime":1995.83,"endTime":1997.11,"body":"That's a good thing to do."},{"speaker":"I often feel, I get asked questions","startTime":1997.11,"endTime":1998.84,"body":"And my yields, aren't going to go down"},{"speaker":"I often feel, I get asked questions","startTime":1998.84,"endTime":2000.22,"body":"and I'm going to make a profit."},{"speaker":"I often feel, I get asked questions","startTime":2000.22,"endTime":2003.93,"body":"Oh, and I'm also going to store"},{"speaker":"I often feel, I get asked questions","startTime":2000.22,"endTime":2003.93,"body":"carbon and so on and so forth."},{"speaker":"I often feel, I get asked questions","startTime":2003.93,"endTime":2007.934,"body":"So Elinor Ostrom, who's a Nobel"},{"speaker":"I often feel, I get asked questions","startTime":2003.93,"endTime":2007.934,"body":"Prize winner in economics."},{"speaker":"I often feel, I get asked questions","startTime":2007.934,"endTime":2010.84,"body":"She wrote a very, really,"},{"speaker":"I often feel, I get asked questions","startTime":2010.84,"endTime":2013.55,"body":"really lovely book on collective action"},{"speaker":"I often feel, I get asked questions","startTime":2013.55,"endTime":2015.38,"body":"and the evolution of social norms."},{"speaker":"I often feel, I get asked questions","startTime":2015.38,"endTime":2016.56,"body":"And that's what she talks about."},{"speaker":"I often feel, I get asked questions","startTime":2016.56,"endTime":2020.96,"body":"She talks about agency"},{"speaker":"I often feel, I get asked questions","startTime":2016.56,"endTime":2020.96,"body":"and the action situation."},{"speaker":"I often feel, I get asked questions","startTime":2020.96,"endTime":2023.17,"body":"And that all levels of government,"},{"speaker":"I often feel, I get asked questions","startTime":2023.17,"endTime":2027.55,"body":"all levels of society is"},{"speaker":"I often feel, I get asked questions","startTime":2023.17,"endTime":2027.55,"body":"about who you connect to."},{"speaker":"I often feel, I get asked questions","startTime":2027.55,"endTime":2030.3,"body":"In fact, there's a really important book,"},{"speaker":"I often feel, I get asked questions","startTime":2030.3,"endTime":2032.297,"body":"which I love to read again"},{"speaker":"I often feel, I get asked questions","startTime":2030.3,"endTime":2032.297,"body":"and again, which is called,"},{"speaker":"I often feel, I get asked questions","startTime":2032.297,"endTime":2034.23,"body":"\"Who Do You Think You Are?\""},{"speaker":"I often feel, I get asked questions","startTime":2034.23,"endTime":2036.29,"body":"And it was written by Sir Michael Marmot."},{"speaker":"I often feel, I get asked questions","startTime":2036.29,"endTime":2040.03,"body":"And he did a famous study"},{"speaker":"I often feel, I get asked questions","startTime":2036.29,"endTime":2040.03,"body":"called the \"White Horse Study.\""},{"speaker":"I often feel, I get asked questions","startTime":2040.03,"endTime":2042.41,"body":"And what he did was he took a"},{"speaker":"I often feel, I get asked questions","startTime":2040.03,"endTime":2042.41,"body":"whole bunch of civil servants"},{"speaker":"I often feel, I get asked questions","startTime":2042.41,"endTime":2045.903,"body":"who, to all intents and purposes,"},{"speaker":"I often feel, I get asked questions","startTime":2042.41,"endTime":2045.903,"body":"were very, very similar."},{"speaker":"I often feel, I get asked questions","startTime":2046.93,"endTime":2048.81,"body":"Their pay scale was quite similar,"},{"speaker":"I often feel, I get asked questions","startTime":2048.81,"endTime":2050.6,"body":"very similar sort of outlooks."},{"speaker":"I often feel, I get asked questions","startTime":2050.6,"endTime":2052.37,"body":"So you could salami slice them,"},{"speaker":"I often feel, I get asked questions","startTime":2052.37,"endTime":2055.5,"body":"literally, you know, they were"},{"speaker":"I often feel, I get asked questions","startTime":2052.37,"endTime":2055.5,"body":"very similar to each other."},{"speaker":"I often feel, I get asked questions","startTime":2055.5,"endTime":2058.08,"body":"However, if you did salami slice them"},{"speaker":"I often feel, I get asked questions","startTime":2058.08,"endTime":2059.06,"body":"and gave one of them, you know,"},{"speaker":"I often feel, I get asked questions","startTime":2059.06,"endTime":2062.32,"body":"like a hat stand or a Dustin,"},{"speaker":"I often feel, I get asked questions","startTime":2062.32,"endTime":2064.33,"body":"oh, you know, everyone's looking over,"},{"speaker":"I often feel, I get asked questions","startTime":2064.33,"endTime":2066.92,"body":"oh, what did they do to get the hat stand?"},{"speaker":"I often feel, I get asked questions","startTime":2066.92,"endTime":2068.96,"body":"And this was what he discovered,"},{"speaker":"I often feel, I get asked questions","startTime":2068.96,"endTime":2071.44,"body":"was that the tighter packed people are,"},{"speaker":"I often feel, I get asked questions","startTime":2071.44,"endTime":2076.44,"body":"the more sort of angst they"},{"speaker":"I often feel, I get asked questions","startTime":2071.44,"endTime":2076.44,"body":"have about their neighbors,"},{"speaker":"I often feel, I get asked questions","startTime":2076.53,"endTime":2080.44,"body":"but that in the round they're able"},{"speaker":"I often feel, I get asked questions","startTime":2080.44,"endTime":2084.2,"body":"to actually produce a cohesive outcome."},{"speaker":"I often feel, I get asked questions","startTime":2084.2,"endTime":2086.823,"body":"And so what he studied"},{"speaker":"I often feel, I get asked questions","startTime":2084.2,"endTime":2086.823,"body":"was life expectancy."},{"speaker":"I often feel, I get asked questions","startTime":2087.67,"endTime":2091.59,"body":"So the richest people he looked"},{"speaker":"I often feel, I get asked questions","startTime":2087.67,"endTime":2091.59,"body":"at were often like bankers"},{"speaker":"I often feel, I get asked questions","startTime":2091.59,"endTime":2093.27,"body":"and others on their own, you know,"},{"speaker":"I often feel, I get asked questions","startTime":2093.27,"endTime":2095.19,"body":"maybe sitting in Canary Wharf"},{"speaker":"I often feel, I get asked questions","startTime":2095.19,"endTime":2097.4,"body":"with a quarter of a"},{"speaker":"I often feel, I get asked questions","startTime":2095.19,"endTime":2097.4,"body":"million pounds in the bank,"},{"speaker":"I often feel, I get asked questions","startTime":2097.4,"endTime":2099.82,"body":"nice, happy life on their own."},{"speaker":"I often feel, I get asked questions","startTime":2099.82,"endTime":2102.89,"body":"And then with a lady in a village,"},{"speaker":"I often feel, I get asked questions","startTime":2102.89,"endTime":2104.87,"body":"chairman of the knitting club,"},{"speaker":"I often feel, I get asked questions","startTime":2104.87,"endTime":2107.78,"body":"and guaranteed, she would"},{"speaker":"I often feel, I get asked questions","startTime":2104.87,"endTime":2107.78,"body":"have a life expectancy"},{"speaker":"I often feel, I get asked questions","startTime":2107.78,"endTime":2110.9,"body":"that was going to be a lot"},{"speaker":"I often feel, I get asked questions","startTime":2107.78,"endTime":2110.9,"body":"longer than the individual"},{"speaker":"I often feel, I get asked questions","startTime":2110.9,"endTime":2113.57,"body":"because of that community persuasion,"},{"speaker":"I often feel, I get asked questions","startTime":2113.57,"endTime":2115.94,"body":"because of the community"},{"speaker":"I often feel, I get asked questions","startTime":2113.57,"endTime":2115.94,"body":"in which she was working."},{"speaker":"I often feel, I get asked questions","startTime":2115.94,"endTime":2117.98,"body":"And there is absolutely clear evidence"},{"speaker":"I often feel, I get asked questions","startTime":2117.98,"endTime":2119.32,"body":"that that is the case."},{"speaker":"I often feel, I get asked questions","startTime":2119.32,"endTime":2121.64,"body":"So if we want to change behaviors,"},{"speaker":"I often feel, I get asked questions","startTime":2121.64,"endTime":2123.35,"body":"it's not about nudging,"},{"speaker":"I often feel, I get asked questions","startTime":2123.35,"endTime":2125.77,"body":"it's not about small individual movements,"},{"speaker":"I often feel, I get asked questions","startTime":2125.77,"endTime":2128.5,"body":"is about the collective coming together"},{"speaker":"I often feel, I get asked questions","startTime":2128.5,"endTime":2131.903,"body":"as communities and doing"},{"speaker":"I often feel, I get asked questions","startTime":2128.5,"endTime":2131.903,"body":"recursively things again and again."},{"speaker":"I often feel, I get asked questions","startTime":2132.93,"endTime":2135.61,"body":"So that's actually what"},{"speaker":"I often feel, I get asked questions","startTime":2132.93,"endTime":2135.61,"body":"social practice theory does,"},{"speaker":"I often feel, I get asked questions","startTime":2135.61,"endTime":2137.98,"body":"is sort of sets up this"},{"speaker":"I often feel, I get asked questions","startTime":2135.61,"endTime":2137.98,"body":"contingent view of the world."},{"speaker":"I often feel, I get asked questions","startTime":2137.98,"endTime":2139.49,"body":"It's not black and white."},{"speaker":"I often feel, I get asked questions","startTime":2139.49,"endTime":2143.76,"body":"So people like Pierre Bodo,"},{"speaker":"I often feel, I get asked questions","startTime":2143.76,"endTime":2146.8,"body":"Anthony Giddens, Michel Foucault,"},{"speaker":"I often feel, I get asked questions","startTime":2146.8,"endTime":2147.88,"body":"people like that."},{"speaker":"I often feel, I get asked questions","startTime":2147.88,"endTime":2149.14,"body":"They've been talking about this,"},{"speaker":"I often feel, I get asked questions","startTime":2149.14,"endTime":2152.03,"body":"but they've done it from a"},{"speaker":"I often feel, I get asked questions","startTime":2149.14,"endTime":2152.03,"body":"very theoretical point of view."},{"speaker":"I often feel, I get asked questions","startTime":2152.03,"endTime":2154.36,"body":"And what I'm trying to do is"},{"speaker":"I often feel, I get asked questions","startTime":2152.03,"endTime":2154.36,"body":"say there's a very practical,"},{"speaker":"I often feel, I get asked questions","startTime":2154.36,"endTime":2157.66,"body":"realistic way of how we"},{"speaker":"I often feel, I get asked questions","startTime":2154.36,"endTime":2157.66,"body":"would do things in the world."},{"speaker":"I often feel, I get asked questions","startTime":2157.66,"endTime":2161.53,"body":"So the recursive is a two-way process"},{"speaker":"I often feel, I get asked questions","startTime":2161.53,"endTime":2163.975,"body":"because you can see this thing goes around"},{"speaker":"I often feel, I get asked questions","startTime":2163.975,"endTime":2164.808,"body":"and round and round."},{"speaker":"I often feel, I get asked questions","startTime":2164.808,"endTime":2166.9,"body":"And you need to have dissonance"},{"speaker":"I often feel, I get asked questions","startTime":2166.9,"endTime":2169.23,"body":"because otherwise you won't"},{"speaker":"I often feel, I get asked questions","startTime":2166.9,"endTime":2169.23,"body":"have transformative change."},{"speaker":"I often feel, I get asked questions","startTime":2169.23,"endTime":2171.92,"body":"So you do need to have"},{"speaker":"I often feel, I get asked questions","startTime":2169.23,"endTime":2171.92,"body":"people asking questions,"},{"speaker":"I often feel, I get asked questions","startTime":2171.92,"endTime":2173.8,"body":"but then you coherently need to agree"},{"speaker":"I often feel, I get asked questions","startTime":2173.8,"endTime":2175.1,"body":"on what we're going to do."},{"speaker":"I often feel, I get asked questions","startTime":2175.1,"endTime":2177.39,"body":"And that's unfortunately"},{"speaker":"I often feel, I get asked questions","startTime":2175.1,"endTime":2177.39,"body":"where we are today"},{"speaker":"I often feel, I get asked questions","startTime":2177.39,"endTime":2180.77,"body":"with the warfare between"},{"speaker":"I often feel, I get asked questions","startTime":2177.39,"endTime":2180.77,"body":"Ukraine and Russia."},{"speaker":"I often feel, I get asked questions","startTime":2180.77,"endTime":2183.15,"body":"We haven't arrived at that moment"},{"speaker":"I often feel, I get asked questions","startTime":2183.15,"endTime":2185.58,"body":"where the recursive action"},{"speaker":"I often feel, I get asked questions","startTime":2183.15,"endTime":2185.58,"body":"has become strong enough"},{"speaker":"I often feel, I get asked questions","startTime":2185.58,"endTime":2186.413,"body":"for us to act."},{"speaker":"I often feel, I get asked questions","startTime":2186.413,"endTime":2189.59,"body":"It's almost like we don't"},{"speaker":"I often feel, I get asked questions","startTime":2186.413,"endTime":2189.59,"body":"have the military structures"},{"speaker":"I often feel, I get asked questions","startTime":2189.59,"endTime":2190.87,"body":"with strong enough muscles,"},{"speaker":"I often feel, I get asked questions","startTime":2190.87,"endTime":2192.11,"body":"'cause we haven't been rehearsing,"},{"speaker":"I often feel, I get asked questions","startTime":2192.11,"endTime":2193.26,"body":"we haven't been using them"},{"speaker":"I often feel, I get asked questions","startTime":2193.26,"endTime":2196.16,"body":"in the way that they're going"},{"speaker":"I often feel, I get asked questions","startTime":2193.26,"endTime":2196.16,"body":"to be called upon right now."},{"speaker":"I often feel, I get asked questions","startTime":2198.9,"endTime":2200.65,"body":"So let's look at food,"},{"speaker":"I often feel, I get asked questions","startTime":2200.65,"endTime":2203.06,"body":"and let's ask the fundamental question."},{"speaker":"I often feel, I get asked questions","startTime":2203.06,"endTime":2204.98,"body":"Many people want to change their diets."},{"speaker":"I often feel, I get asked questions","startTime":2204.98,"endTime":2206.27,"body":"You hear about veganism,"},{"speaker":"I often feel, I get asked questions","startTime":2206.27,"endTime":2208.67,"body":"you have vegetarianism"},{"speaker":"I often feel, I get asked questions","startTime":2206.27,"endTime":2208.67,"body":"and so on and so forth."},{"speaker":"I often feel, I get asked questions","startTime":2208.67,"endTime":2209.503,"body":"And there's all sorts"},{"speaker":"I often feel, I get asked questions","startTime":2209.503,"endTime":2211.13,"body":"of reasons why people make those choices."},{"speaker":"I often feel, I get asked questions","startTime":2211.13,"endTime":2212.69,"body":"And those are personal choices."},{"speaker":"I often feel, I get asked questions","startTime":2212.69,"endTime":2216.44,"body":"I know lots of families now"},{"speaker":"I often feel, I get asked questions","startTime":2212.69,"endTime":2216.44,"body":"where one person is a vegan"},{"speaker":"I often feel, I get asked questions","startTime":2216.44,"endTime":2220.3,"body":"and then this person is a piscivore"},{"speaker":"I often feel, I get asked questions","startTime":2220.3,"endTime":2221.94,"body":"and then this person is a vegetarian."},{"speaker":"I often feel, I get asked questions","startTime":2221.94,"endTime":2223.79,"body":"I mean the mothers are going crazy"},{"speaker":"I often feel, I get asked questions","startTime":2223.79,"endTime":2225.86,"body":"and the father's cooking"},{"speaker":"I often feel, I get asked questions","startTime":2223.79,"endTime":2225.86,"body":"all these different dinners."},{"speaker":"I often feel, I get asked questions","startTime":2225.86,"endTime":2227.92,"body":"I mean, it's absolutely bonkers,"},{"speaker":"I often feel, I get asked questions","startTime":2227.92,"endTime":2229.84,"body":"but nevertheless that's where we are."},{"speaker":"I often feel, I get asked questions","startTime":2229.84,"endTime":2233.18,"body":"Families with four or five"},{"speaker":"I often feel, I get asked questions","startTime":2229.84,"endTime":2233.18,"body":"different choices all going on."},{"speaker":"I often feel, I get asked questions","startTime":2233.18,"endTime":2235.2,"body":"Okay, that's choice."},{"speaker":"I often feel, I get asked questions","startTime":2235.2,"endTime":2238.05,"body":"But that's not going to shift the dial."},{"speaker":"I often feel, I get asked questions","startTime":2238.05,"endTime":2239.41,"body":"That isn't going to shift the dial."},{"speaker":"I often feel, I get asked questions","startTime":2239.41,"endTime":2241.61,"body":"If everybody's eating different things,"},{"speaker":"I often feel, I get asked questions","startTime":2241.61,"endTime":2244.38,"body":"they all feel, okay, I get"},{"speaker":"I often feel, I get asked questions","startTime":2241.61,"endTime":2244.38,"body":"on with my life and you know,"},{"speaker":"I often feel, I get asked questions","startTime":2244.38,"endTime":2246.27,"body":"but that's not going to change things."},{"speaker":"I often feel, I get asked questions","startTime":2246.27,"endTime":2247.77,"body":"What's going to change things?"},{"speaker":"I often feel, I get asked questions","startTime":2247.77,"endTime":2250.0,"body":"Well, I think storytelling,"},{"speaker":"I often feel, I get asked questions","startTime":2250.0,"endTime":2253.98,"body":"community storytelling and"},{"speaker":"I often feel, I get asked questions","startTime":2250.0,"endTime":2253.98,"body":"seeing what other people do."},{"speaker":"I often feel, I get asked questions","startTime":2253.98,"endTime":2256.68,"body":"And now this is where it"},{"speaker":"I often feel, I get asked questions","startTime":2253.98,"endTime":2256.68,"body":"gets slightly controversial"},{"speaker":"I often feel, I get asked questions","startTime":2256.68,"endTime":2257.67,"body":"because I often think"},{"speaker":"I often feel, I get asked questions","startTime":2257.67,"endTime":2260.3,"body":"that social media creates echo chambers"},{"speaker":"I often feel, I get asked questions","startTime":2260.3,"endTime":2261.35,"body":"and people just, same people,"},{"speaker":"I often feel, I get asked questions","startTime":2261.35,"endTime":2262.43,"body":"talking to people,"},{"speaker":"I often feel, I get asked questions","startTime":2262.43,"endTime":2264.68,"body":"but actually social"},{"speaker":"I often feel, I get asked questions","startTime":2262.43,"endTime":2264.68,"body":"media can open your eyes"},{"speaker":"I often feel, I get asked questions","startTime":2264.68,"endTime":2267.14,"body":"to see what other people are doing."},{"speaker":"I often feel, I get asked questions","startTime":2267.14,"endTime":2269.47,"body":"And there's nothing more exciting"},{"speaker":"I often feel, I get asked questions","startTime":2269.47,"endTime":2271.68,"body":"than looking at what people eat."},{"speaker":"I often feel, I get asked questions","startTime":2271.68,"endTime":2274.09,"body":"Okay, I've shown this once"},{"speaker":"I often feel, I get asked questions","startTime":2271.68,"endTime":2274.09,"body":"before another lecture,"},{"speaker":"I often feel, I get asked questions","startTime":2274.09,"endTime":2275.59,"body":"but I just love it."},{"speaker":"I often feel, I get asked questions","startTime":2275.59,"endTime":2278.35,"body":"Okay, so this is a typical"},{"speaker":"I often feel, I get asked questions","startTime":2275.59,"endTime":2278.35,"body":"family in the United Kingdom."},{"speaker":"I often feel, I get asked questions","startTime":2278.35,"endTime":2279.69,"body":"It's a bit dated."},{"speaker":"I often feel, I get asked questions","startTime":2279.69,"endTime":2280.7,"body":"It is a bit dated '"},{"speaker":"I often feel, I get asked questions","startTime":2280.7,"endTime":2282.87,"body":"'cause I recognize all"},{"speaker":"I often feel, I get asked questions","startTime":2280.7,"endTime":2282.87,"body":"these sweets and biscuits."},{"speaker":"I often feel, I get asked questions","startTime":2282.87,"endTime":2284.48,"body":"I'm not sure if everybody"},{"speaker":"I often feel, I get asked questions","startTime":2282.87,"endTime":2284.48,"body":"in the room does,"},{"speaker":"I often feel, I get asked questions","startTime":2284.48,"endTime":2286.027,"body":"but anyway, I recognize them."},{"speaker":"I often feel, I get asked questions","startTime":2286.027,"endTime":2288.96,"body":"And so this is a wonderful picture"},{"speaker":"I often feel, I get asked questions","startTime":2288.96,"endTime":2292.61,"body":"of a typical family's consumption."},{"speaker":"I often feel, I get asked questions","startTime":2292.61,"endTime":2295.457,"body":"The dog is doing very"},{"speaker":"I often feel, I get asked questions","startTime":2292.61,"endTime":2295.457,"body":"well here by the way."},{"speaker":"I often feel, I get asked questions","startTime":2295.457,"endTime":2296.29,"body":"(audience laughs)"},{"speaker":"I often feel, I get asked questions","startTime":2296.29,"endTime":2297.123,"body":"Very well."},{"speaker":"I often feel, I get asked questions","startTime":2297.123,"endTime":2297.956,"body":"Okay."},{"speaker":"I often feel, I get asked questions","startTime":2297.956,"endTime":2299.73,"body":"So let's flip to the"},{"speaker":"I often feel, I get asked questions","startTime":2297.956,"endTime":2299.73,"body":"other side of the world"},{"speaker":"I often feel, I get asked questions","startTime":2299.73,"endTime":2302.08,"body":"to our family in Ecuador."},{"speaker":"I often feel, I get asked questions","startTime":2302.08,"endTime":2306.22,"body":"And this is what a family in"},{"speaker":"I often feel, I get asked questions","startTime":2302.08,"endTime":2306.22,"body":"Ecuador is eating for a week."},{"speaker":"I often feel, I get asked questions","startTime":2306.22,"endTime":2307.63,"body":"So totally different, all right?"},{"speaker":"I often feel, I get asked questions","startTime":2307.63,"endTime":2308.87,"body":"totally different."},{"speaker":"I often feel, I get asked questions","startTime":2308.87,"endTime":2311.94,"body":"And when interviewed, this family,"},{"speaker":"I often feel, I get asked questions","startTime":2311.94,"endTime":2314.35,"body":"they're very happy, they"},{"speaker":"I often feel, I get asked questions","startTime":2311.94,"endTime":2314.35,"body":"feel very prosperous."},{"speaker":"I often feel, I get asked questions","startTime":2314.35,"endTime":2315.94,"body":"They have all this food and they know"},{"speaker":"I often feel, I get asked questions","startTime":2315.94,"endTime":2316.9,"body":"where it's come from,"},{"speaker":"I often feel, I get asked questions","startTime":2316.9,"endTime":2318.41,"body":"and they've got it from their neighbors,"},{"speaker":"I often feel, I get asked questions","startTime":2318.41,"endTime":2319.92,"body":"and they went up the mountain to get this,"},{"speaker":"I often feel, I get asked questions","startTime":2319.92,"endTime":2321.588,"body":"and they went down to go and get the..."},{"speaker":"I often feel, I get asked questions","startTime":2321.588,"endTime":2322.66,"body":"They went up to get the potatoes,"},{"speaker":"I often feel, I get asked questions","startTime":2322.66,"endTime":2325.45,"body":"down to get the quinoa and so on."},{"speaker":"I often feel, I get asked questions","startTime":2325.45,"endTime":2329.42,"body":"So effectively, you've got alternatives"},{"speaker":"I often feel, I get asked questions","startTime":2329.42,"endTime":2330.81,"body":"and you have choices."},{"speaker":"I often feel, I get asked questions","startTime":2330.81,"endTime":2332.793,"body":"So here in Bhutan, you know,"},{"speaker":"I often feel, I get asked questions","startTime":2333.93,"endTime":2335.64,"body":"choices are made."},{"speaker":"I often feel, I get asked questions","startTime":2335.64,"endTime":2339.04,"body":"And I see that all the time"},{"speaker":"I often feel, I get asked questions","startTime":2335.64,"endTime":2339.04,"body":"where I live in the Maasai,"},{"speaker":"I often feel, I get asked questions","startTime":2339.04,"endTime":2339.96,"body":"choices are made."},{"speaker":"I often feel, I get asked questions","startTime":2339.96,"endTime":2343.28,"body":"People will do without"},{"speaker":"I often feel, I get asked questions","startTime":2339.96,"endTime":2343.28,"body":"food for several days"},{"speaker":"I often feel, I get asked questions","startTime":2343.28,"endTime":2345.14,"body":"because they want to, for example,"},{"speaker":"I often feel, I get asked questions","startTime":2345.14,"endTime":2348.85,"body":"buy a goat for a family"},{"speaker":"I often feel, I get asked questions","startTime":2345.14,"endTime":2348.85,"body":"that's going to have a wedding"},{"speaker":"I often feel, I get asked questions","startTime":2348.85,"endTime":2350.7,"body":"or some kind of ceremony."},{"speaker":"I often feel, I get asked questions","startTime":2350.7,"endTime":2352.39,"body":"But it's not seen as a negative,"},{"speaker":"I often feel, I get asked questions","startTime":2352.39,"endTime":2354.91,"body":"it's seen as a positive"},{"speaker":"I often feel, I get asked questions","startTime":2352.39,"endTime":2354.91,"body":"way of contributing"},{"speaker":"I often feel, I get asked questions","startTime":2354.91,"endTime":2356.453,"body":"to the wellbeing of others."},{"speaker":"I often feel, I get asked questions","startTime":2357.63,"endTime":2360.94,"body":"But this is the choice of this family."},{"speaker":"I often feel, I get asked questions","startTime":2360.94,"endTime":2363.38,"body":"Now, it's not as if, 'cause I"},{"speaker":"I often feel, I get asked questions","startTime":2360.94,"endTime":2363.38,"body":"happen to know where they are."},{"speaker":"I often feel, I get asked questions","startTime":2363.38,"endTime":2365.84,"body":"It's not as if they couldn't get pizzas,"},{"speaker":"I often feel, I get asked questions","startTime":2365.84,"endTime":2369.7,"body":"actually you can get pizzas"},{"speaker":"I often feel, I get asked questions","startTime":2365.84,"endTime":2369.7,"body":"in Bhutan, definitely."},{"speaker":"I often feel, I get asked questions","startTime":2369.7,"endTime":2371.58,"body":"But you see this is the choice."},{"speaker":"I often feel, I get asked questions","startTime":2371.58,"endTime":2374.5,"body":"So think about the choices"},{"speaker":"I often feel, I get asked questions","startTime":2371.58,"endTime":2374.5,"body":"that you've made in your house"},{"speaker":"I often feel, I get asked questions","startTime":2374.5,"endTime":2376.33,"body":"about the food that you're eating."},{"speaker":"I often feel, I get asked questions","startTime":2376.33,"endTime":2377.73,"body":"So these are your choices;"},{"speaker":"I often feel, I get asked questions","startTime":2377.73,"endTime":2379.73,"body":"nobody forced you."},{"speaker":"I often feel, I get asked questions","startTime":2379.73,"endTime":2383.07,"body":"You want to be a vegan, nobody's"},{"speaker":"I often feel, I get asked questions","startTime":2379.73,"endTime":2383.07,"body":"forcing you, necessarily, so."},{"speaker":"I often feel, I get asked questions","startTime":2383.07,"endTime":2384.71,"body":"I think this is the issue for me."},{"speaker":"I often feel, I get asked questions","startTime":2384.71,"endTime":2387.36,"body":"But having made those kinds of choices,"},{"speaker":"I often feel, I get asked questions","startTime":2387.36,"endTime":2389.76,"body":"then there are consequences."},{"speaker":"I often feel, I get asked questions","startTime":2389.76,"endTime":2393.0,"body":"So the actual individual consumption,"},{"speaker":"I often feel, I get asked questions","startTime":2393.0,"endTime":2395.83,"body":"and let's say, we're"},{"speaker":"I often feel, I get asked questions","startTime":2393.0,"endTime":2395.83,"body":"going to use GDP for now."},{"speaker":"I often feel, I get asked questions","startTime":2395.83,"endTime":2398.037,"body":"The a AIC is the magenta color"},{"speaker":"I often feel, I get asked questions","startTime":2398.037,"endTime":2401.063,"body":"and the GDP is the sort of blue color."},{"speaker":"I often feel, I get asked questions","startTime":2402.12,"endTime":2404.53,"body":"So what you see is the Ireland has got"},{"speaker":"I often feel, I get asked questions","startTime":2404.53,"endTime":2406.26,"body":"the second highest recorded one."},{"speaker":"I often feel, I get asked questions","startTime":2406.26,"endTime":2410.72,"body":"But the UK, which is here, okay?"},{"speaker":"I often feel, I get asked questions","startTime":2410.72,"endTime":2413.963,"body":"Has a higher actual"},{"speaker":"I often feel, I get asked questions","startTime":2410.72,"endTime":2413.963,"body":"individual consumption."},{"speaker":"I often feel, I get asked questions","startTime":2414.93,"endTime":2415.85,"body":"Now, what does that mean?"},{"speaker":"I often feel, I get asked questions","startTime":2415.85,"endTime":2418.77,"body":"Well, the analysis behind this graph"},{"speaker":"I often feel, I get asked questions","startTime":2418.77,"endTime":2422.1,"body":"initially was just statistics."},{"speaker":"I often feel, I get asked questions","startTime":2422.1,"endTime":2424.75,"body":"It was just what were"},{"speaker":"I often feel, I get asked questions","startTime":2422.1,"endTime":2424.75,"body":"people eating individually"},{"speaker":"I often feel, I get asked questions","startTime":2424.75,"endTime":2426.763,"body":"and how did that link to their GDP."},{"speaker":"I often feel, I get asked questions","startTime":2427.92,"endTime":2431.11,"body":"It turned out that as people"},{"speaker":"I often feel, I get asked questions","startTime":2427.92,"endTime":2431.11,"body":"got more and more interested"},{"speaker":"I often feel, I get asked questions","startTime":2431.11,"endTime":2435.6,"body":"in these kinds of data, they"},{"speaker":"I often feel, I get asked questions","startTime":2431.11,"endTime":2435.6,"body":"ran another set of criteria,"},{"speaker":"I often feel, I get asked questions","startTime":2435.6,"endTime":2438.64,"body":"which was how big was the family"},{"speaker":"I often feel, I get asked questions","startTime":2438.64,"endTime":2441.173,"body":"in which the individual was consuming."},{"speaker":"I often feel, I get asked questions","startTime":2442.69,"endTime":2444.19,"body":"It turns out that the larger the family,"},{"speaker":"I often feel, I get asked questions","startTime":2444.19,"endTime":2446.163,"body":"the smaller the individual consumption."},{"speaker":"I often feel, I get asked questions","startTime":2447.88,"endTime":2450.3,"body":"And literally it was"},{"speaker":"I often feel, I get asked questions","startTime":2447.88,"endTime":2450.3,"body":"showing more and more,"},{"speaker":"I often feel, I get asked questions","startTime":2450.3,"endTime":2453.3,"body":"that is decoupled from GDP."},{"speaker":"I often feel, I get asked questions","startTime":2453.3,"endTime":2455.12,"body":"So what you eat"},{"speaker":"I often feel, I get asked questions","startTime":2455.12,"endTime":2458.94,"body":"and what you choose to eat is"},{"speaker":"I often feel, I get asked questions","startTime":2455.12,"endTime":2458.94,"body":"as much what the community,"},{"speaker":"I often feel, I get asked questions","startTime":2458.94,"endTime":2462.03,"body":"your family, the people"},{"speaker":"I often feel, I get asked questions","startTime":2458.94,"endTime":2462.03,"body":"around the table are eating"},{"speaker":"I often feel, I get asked questions","startTime":2462.03,"endTime":2465.843,"body":"and that forces your choices"},{"speaker":"I often feel, I get asked questions","startTime":2462.03,"endTime":2465.843,"body":"and that's making your choices."},{"speaker":"I often feel, I get asked questions","startTime":2467.01,"endTime":2470.94,"body":"And when asked whether or"},{"speaker":"I often feel, I get asked questions","startTime":2467.01,"endTime":2470.94,"body":"not this is the famous basket"},{"speaker":"I often feel, I get asked questions","startTime":2470.94,"endTime":2474.63,"body":"of goods or not, it was more than likely"},{"speaker":"I often feel, I get asked questions","startTime":2474.63,"endTime":2479.63,"body":"that the group decision had"},{"speaker":"I often feel, I get asked questions","startTime":2474.63,"endTime":2479.63,"body":"far less environmental impact"},{"speaker":"I often feel, I get asked questions","startTime":2480.22,"endTime":2482.2,"body":"than when you had individual choices"},{"speaker":"I often feel, I get asked questions","startTime":2483.52,"endTime":2484.953,"body":"notwithstanding packaging."},{"speaker":"I often feel, I get asked questions","startTime":2485.94,"endTime":2488.3,"body":"So it would appear that"},{"speaker":"I often feel, I get asked questions","startTime":2485.94,"endTime":2488.3,"body":"there was a group pressure"},{"speaker":"I often feel, I get asked questions","startTime":2488.3,"endTime":2491.45,"body":"on how people actually perceive the food"},{"speaker":"I often feel, I get asked questions","startTime":2491.45,"endTime":2494.29,"body":"that they're eating and"},{"speaker":"I often feel, I get asked questions","startTime":2491.45,"endTime":2494.29,"body":"where it comes from,"},{"speaker":"I often feel, I get asked questions","startTime":2494.29,"endTime":2496.773,"body":"asking questions and so forth."},{"speaker":"I often feel, I get asked questions","startTime":2497.86,"endTime":2500.65,"body":"So let's go to meat production."},{"speaker":"I often feel, I get asked questions","startTime":2500.65,"endTime":2502.74,"body":"So meat, production by region."},{"speaker":"I often feel, I get asked questions","startTime":2502.74,"endTime":2504.61,"body":"As you can imagine in"},{"speaker":"I often feel, I get asked questions","startTime":2502.74,"endTime":2504.61,"body":"Asia, it's very high."},{"speaker":"I often feel, I get asked questions","startTime":2504.61,"endTime":2506.39,"body":"Europe's not doing, you know,"},{"speaker":"I often feel, I get asked questions","startTime":2506.39,"endTime":2507.223,"body":"this is a little bit old,"},{"speaker":"I often feel, I get asked questions","startTime":2507.223,"endTime":2509.15,"body":"but actually the numbers have continued"},{"speaker":"I often feel, I get asked questions","startTime":2509.15,"endTime":2511.54,"body":"and you can sort of see"},{"speaker":"I often feel, I get asked questions","startTime":2509.15,"endTime":2511.54,"body":"north Americans are..."},{"speaker":"I often feel, I get asked questions","startTime":2511.54,"endTime":2515.27,"body":"So Asia is the really big"},{"speaker":"I often feel, I get asked questions","startTime":2511.54,"endTime":2515.27,"body":"meat eater in all of this."},{"speaker":"I often feel, I get asked questions","startTime":2515.27,"endTime":2516.443,"body":"Didn't used to be,"},{"speaker":"I often feel, I get asked questions","startTime":2517.31,"endTime":2519.03,"body":"but in the last sort of two decades,"},{"speaker":"I often feel, I get asked questions","startTime":2519.03,"endTime":2521.303,"body":"it's absolutely skyrocketed."},{"speaker":"I often feel, I get asked questions","startTime":2523.1,"endTime":2525.74,"body":"If you look at it per capita,"},{"speaker":"I often feel, I get asked questions","startTime":2525.74,"endTime":2529.14,"body":"yes, you do have very high levels here,"},{"speaker":"I often feel, I get asked questions","startTime":2529.14,"endTime":2532.433,"body":"but you've also got massively"},{"speaker":"I often feel, I get asked questions","startTime":2529.14,"endTime":2532.433,"body":"high levels here per capita."},{"speaker":"I often feel, I get asked questions","startTime":2533.29,"endTime":2535.16,"body":"So essentially there's a mismatch"},{"speaker":"I often feel, I get asked questions","startTime":2535.16,"endTime":2539.1,"body":"in the supply chains between"},{"speaker":"I often feel, I get asked questions","startTime":2535.16,"endTime":2539.1,"body":"the individual consumption"},{"speaker":"I often feel, I get asked questions","startTime":2539.1,"endTime":2540.083,"body":"and the production."},{"speaker":"I often feel, I get asked questions","startTime":2541.58,"endTime":2544.0,"body":"So we are actually really very wasteful"},{"speaker":"I often feel, I get asked questions","startTime":2544.0,"endTime":2547.563,"body":"in how we produce meat"},{"speaker":"I often feel, I get asked questions","startTime":2544.0,"endTime":2547.563,"body":"versus what we consume."},{"speaker":"I often feel, I get asked questions","startTime":2548.55,"endTime":2553.09,"body":"So effectively, there's a"},{"speaker":"I often feel, I get asked questions","startTime":2548.55,"endTime":2553.09,"body":"sort of dialogue to be had"},{"speaker":"I often feel, I get asked questions","startTime":2553.09,"endTime":2555.58,"body":"that it is not necessarily"},{"speaker":"I often feel, I get asked questions","startTime":2553.09,"endTime":2555.58,"body":"that it's good or bad"},{"speaker":"I often feel, I get asked questions","startTime":2555.58,"endTime":2558.73,"body":"to eat meat, but you have"},{"speaker":"I often feel, I get asked questions","startTime":2555.58,"endTime":2558.73,"body":"you have to think about"},{"speaker":"I often feel, I get asked questions","startTime":2558.73,"endTime":2559.93,"body":"where the meat is coming from."},{"speaker":"I often feel, I get asked questions","startTime":2559.93,"endTime":2562.45,"body":"You have to think about how it's produced,"},{"speaker":"I often feel, I get asked questions","startTime":2562.45,"endTime":2565.18,"body":"because it's not bad"},{"speaker":"I often feel, I get asked questions","startTime":2562.45,"endTime":2565.18,"body":"culturally in many places,"},{"speaker":"I often feel, I get asked questions","startTime":2565.18,"endTime":2567.11,"body":"in fact, it's quite the opposite."},{"speaker":"I often feel, I get asked questions","startTime":2567.11,"endTime":2570.48,"body":"So again, it's a cultural"},{"speaker":"I often feel, I get asked questions","startTime":2567.11,"endTime":2570.48,"body":"choice, absolutely."},{"speaker":"I often feel, I get asked questions","startTime":2570.48,"endTime":2574.04,"body":"And it shouldn't be mixed up"},{"speaker":"I often feel, I get asked questions","startTime":2570.48,"endTime":2574.04,"body":"with an environmental choice"},{"speaker":"I often feel, I get asked questions","startTime":2574.04,"endTime":2576.83,"body":"because meat eating"},{"speaker":"I often feel, I get asked questions","startTime":2574.04,"endTime":2576.83,"body":"doesn't necessarily have"},{"speaker":"I often feel, I get asked questions","startTime":2576.83,"endTime":2580.41,"body":"to have the footprint that in"},{"speaker":"I often feel, I get asked questions","startTime":2576.83,"endTime":2580.41,"body":"many cases it's claimed to be."},{"speaker":"I often feel, I get asked questions","startTime":2580.41,"endTime":2581.9,"body":"Now, you may make a choice,"},{"speaker":"I often feel, I get asked questions","startTime":2581.9,"endTime":2584.97,"body":"a cultural choice that you"},{"speaker":"I often feel, I get asked questions","startTime":2581.9,"endTime":2584.97,"body":"do not wish to eat meat"},{"speaker":"I often feel, I get asked questions","startTime":2584.97,"endTime":2588.2,"body":"because of animal distress,"},{"speaker":"I often feel, I get asked questions","startTime":2584.97,"endTime":2588.2,"body":"for variety of reasons,"},{"speaker":"I often feel, I get asked questions","startTime":2588.2,"endTime":2591.51,"body":"a variety of reasons,"},{"speaker":"I often feel, I get asked questions","startTime":2588.2,"endTime":2591.51,"body":"religious, cultural and so on."},{"speaker":"I often feel, I get asked questions","startTime":2591.51,"endTime":2595.44,"body":"But it is a mistake to"},{"speaker":"I often feel, I get asked questions","startTime":2591.51,"endTime":2595.44,"body":"simply use the environment"},{"speaker":"I often feel, I get asked questions","startTime":2595.44,"endTime":2599.24,"body":"and the footprint as the"},{"speaker":"I often feel, I get asked questions","startTime":2595.44,"endTime":2599.24,"body":"argument for not eating meat,"},{"speaker":"I often feel, I get asked questions","startTime":2599.24,"endTime":2601.223,"body":"because again, and again and again,"},{"speaker":"I often feel, I get asked questions","startTime":2603.09,"endTime":2605.09,"body":"we can show that that isn't the case."},{"speaker":"I often feel, I get asked questions","startTime":2605.09,"endTime":2606.36,"body":"And why is it?"},{"speaker":"I often feel, I get asked questions","startTime":2606.36,"endTime":2608.9,"body":"It's also to do with portion control."},{"speaker":"I often feel, I get asked questions","startTime":2608.9,"endTime":2613.81,"body":"So if you take per capita consumption now,"},{"speaker":"I often feel, I get asked questions","startTime":2613.81,"endTime":2615.94,"body":"per capita consumption,"},{"speaker":"I often feel, I get asked questions","startTime":2615.94,"endTime":2619.31,"body":"and look what's happened"},{"speaker":"I often feel, I get asked questions","startTime":2615.94,"endTime":2619.31,"body":"in the last few decades."},{"speaker":"I often feel, I get asked questions","startTime":2619.31,"endTime":2621.61,"body":"So in the 1960s in the USA,"},{"speaker":"I often feel, I get asked questions","startTime":2621.61,"endTime":2623.86,"body":"20 kilos has gone up"},{"speaker":"I often feel, I get asked questions","startTime":2623.86,"endTime":2628.033,"body":"to 43 kilos per capita consumption, right?"},{"speaker":"I often feel, I get asked questions","startTime":2628.95,"endTime":2633.15,"body":"So, and it's also shifted from red meat."},{"speaker":"I often feel, I get asked questions","startTime":2633.15,"endTime":2636.42,"body":"Now there's more poultry up"},{"speaker":"I often feel, I get asked questions","startTime":2633.15,"endTime":2636.42,"body":"from 25% in the seventies"},{"speaker":"I often feel, I get asked questions","startTime":2636.42,"endTime":2637.423,"body":"and more fish."},{"speaker":"I often feel, I get asked questions","startTime":2639.09,"endTime":2641.99,"body":"In India, threefold increase in GDP,"},{"speaker":"I often feel, I get asked questions","startTime":2641.99,"endTime":2644.3,"body":"no increase in meat consumption"},{"speaker":"I often feel, I get asked questions","startTime":2644.3,"endTime":2646.27,"body":"because vegetarianism is what two thirds"},{"speaker":"I often feel, I get asked questions","startTime":2646.27,"endTime":2648.36,"body":"of the population do."},{"speaker":"I often feel, I get asked questions","startTime":2648.36,"endTime":2651.773,"body":"UK, we had a big shift"},{"speaker":"I often feel, I get asked questions","startTime":2648.36,"endTime":2651.773,"body":"to plant-based foods."},{"speaker":"I often feel, I get asked questions","startTime":2653.12,"endTime":2654.693,"body":"People drinking oak milk,"},{"speaker":"I often feel, I get asked questions","startTime":2655.624,"endTime":2657.1,"body":"the whole raft of things."},{"speaker":"I often feel, I get asked questions","startTime":2657.1,"endTime":2658.66,"body":"Plant-based foods have taken off."},{"speaker":"I often feel, I get asked questions","startTime":2658.66,"endTime":2661.57,"body":"And in fact, yes, there is a savings,"},{"speaker":"I often feel, I get asked questions","startTime":2661.57,"endTime":2662.96,"body":"but when people are interviewed"},{"speaker":"I often feel, I get asked questions","startTime":2662.96,"endTime":2665.89,"body":"as to why they're eating"},{"speaker":"I often feel, I get asked questions","startTime":2662.96,"endTime":2665.89,"body":"plant-based foods,"},{"speaker":"I often feel, I get asked questions","startTime":2665.89,"endTime":2668.78,"body":"now it's not just about"},{"speaker":"I often feel, I get asked questions","startTime":2665.89,"endTime":2668.78,"body":"environmental conditions."},{"speaker":"I often feel, I get asked questions","startTime":2668.78,"endTime":2671.48,"body":"It turns out that for a"},{"speaker":"I often feel, I get asked questions","startTime":2668.78,"endTime":2671.48,"body":"large portion of people,"},{"speaker":"I often feel, I get asked questions","startTime":2671.48,"endTime":2673.32,"body":"it has to do with health."},{"speaker":"I often feel, I get asked questions","startTime":2673.32,"endTime":2675.3,"body":"It has to do with gluten intake."},{"speaker":"I often feel, I get asked questions","startTime":2675.3,"endTime":2677.26,"body":"It has to do with many other issues."},{"speaker":"I often feel, I get asked questions","startTime":2677.26,"endTime":2679.86,"body":"And quite a lot of people are intolerant"},{"speaker":"I often feel, I get asked questions","startTime":2679.86,"endTime":2683.05,"body":"to many of the things that have"},{"speaker":"I often feel, I get asked questions","startTime":2679.86,"endTime":2683.05,"body":"turned up in meat products."},{"speaker":"I often feel, I get asked questions","startTime":2683.05,"endTime":2686.19,"body":"But once they've claimed"},{"speaker":"I often feel, I get asked questions","startTime":2683.05,"endTime":2686.19,"body":"to have stopped eating meat"},{"speaker":"I often feel, I get asked questions","startTime":2686.19,"endTime":2688.41,"body":"and two thirds are eating less meat."},{"speaker":"I often feel, I get asked questions","startTime":2688.41,"endTime":2691.09,"body":"So again, there's other"},{"speaker":"I often feel, I get asked questions","startTime":2688.41,"endTime":2691.09,"body":"things coming in here."},{"speaker":"I often feel, I get asked questions","startTime":2691.09,"endTime":2693.07,"body":"There's health issues coming in here,"},{"speaker":"I often feel, I get asked questions","startTime":2693.07,"endTime":2695.54,"body":"as well as environmental concerns,"},{"speaker":"I often feel, I get asked questions","startTime":2695.54,"endTime":2697.48,"body":"cultural concerns and so on."},{"speaker":"I often feel, I get asked questions","startTime":2697.48,"endTime":2700.52,"body":"So all of these decisions"},{"speaker":"I often feel, I get asked questions","startTime":2697.48,"endTime":2700.52,"body":"around food have to do"},{"speaker":"I often feel, I get asked questions","startTime":2700.52,"endTime":2703.93,"body":"with not just simply black and white,"},{"speaker":"I often feel, I get asked questions","startTime":2703.93,"endTime":2705.38,"body":"but also portion control."},{"speaker":"I often feel, I get asked questions","startTime":2705.38,"endTime":2706.52,"body":"And why are you doing it?"},{"speaker":"I often feel, I get asked questions","startTime":2706.52,"endTime":2708.7,"body":"What's motivating you."},{"speaker":"I often feel, I get asked questions","startTime":2708.7,"endTime":2711.64,"body":"So think about hamburgers,"},{"speaker":"I often feel, I get asked questions","startTime":2711.64,"endTime":2713.73,"body":"20 years ago, this was"},{"speaker":"I often feel, I get asked questions","startTime":2711.64,"endTime":2713.73,"body":"the size of a hamburger."},{"speaker":"I often feel, I get asked questions","startTime":2713.73,"endTime":2715.273,"body":"In 2012, it was that."},{"speaker":"I often feel, I get asked questions","startTime":2716.21,"endTime":2718.49,"body":"I have to say it has"},{"speaker":"I often feel, I get asked questions","startTime":2716.21,"endTime":2718.49,"body":"actually gone up even more."},{"speaker":"I often feel, I get asked questions","startTime":2718.49,"endTime":2719.77,"body":"I couldn't find..."},{"speaker":"I often feel, I get asked questions","startTime":2719.77,"endTime":2721.21,"body":"I was almost going to walk into McDonald's"},{"speaker":"I often feel, I get asked questions","startTime":2721.21,"endTime":2723.48,"body":"and take a photograph, but I"},{"speaker":"I often feel, I get asked questions","startTime":2721.21,"endTime":2723.48,"body":"thought I might get arrested."},{"speaker":"I often feel, I get asked questions","startTime":2723.48,"endTime":2725.49,"body":"So I decided not to do that."},{"speaker":"I often feel, I get asked questions","startTime":2725.49,"endTime":2726.96,"body":"'Cause people who made"},{"speaker":"I often feel, I get asked questions","startTime":2726.96,"endTime":2729.62,"body":"that complaint sort of"},{"speaker":"I often feel, I get asked questions","startTime":2726.96,"endTime":2729.62,"body":"spent 10 years fighting"},{"speaker":"I often feel, I get asked questions","startTime":2729.62,"endTime":2731.21,"body":"to the high court in Europe."},{"speaker":"I often feel, I get asked questions","startTime":2731.21,"endTime":2732.44,"body":"So I didn't want to go there."},{"speaker":"I often feel, I get asked questions","startTime":2732.44,"endTime":2734.87,"body":"But anyway, understanding our choices"},{"speaker":"I often feel, I get asked questions","startTime":2734.87,"endTime":2738.113,"body":"is as much about self-discipline"},{"speaker":"I often feel, I get asked questions","startTime":2734.87,"endTime":2738.113,"body":"and portion control."},{"speaker":"I often feel, I get asked questions","startTime":2739.31,"endTime":2742.64,"body":"So let's get to the sort"},{"speaker":"I often feel, I get asked questions","startTime":2739.31,"endTime":2742.64,"body":"of last bit then about food"},{"speaker":"I often feel, I get asked questions","startTime":2742.64,"endTime":2746.94,"body":"because what Cass Sunstein said,"},{"speaker":"I often feel, I get asked questions","startTime":2746.94,"endTime":2750.617,"body":"he's a really well known"},{"speaker":"I often feel, I get asked questions","startTime":2746.94,"endTime":2750.617,"body":"political scientist, he said,"},{"speaker":"I often feel, I get asked questions","startTime":2750.617,"endTime":2754.06,"body":"\"Improbable social"},{"speaker":"I often feel, I get asked questions","startTime":2750.617,"endTime":2754.06,"body":"movements have got traction,"},{"speaker":"I often feel, I get asked questions","startTime":2754.06,"endTime":2755.99,"body":"and they've become mainstream,\""},{"speaker":"I often feel, I get asked questions","startTime":2755.99,"endTime":2759.95,"body":"because you basically cause"},{"speaker":"I often feel, I get asked questions","startTime":2755.99,"endTime":2759.95,"body":"people to have convictions,"},{"speaker":"I often feel, I get asked questions","startTime":2759.95,"endTime":2762.46,"body":"but you can't have a"},{"speaker":"I often feel, I get asked questions","startTime":2759.95,"endTime":2762.46,"body":"conviction on your own."},{"speaker":"I often feel, I get asked questions","startTime":2762.46,"endTime":2765.66,"body":"You literally have to have a"},{"speaker":"I often feel, I get asked questions","startTime":2762.46,"endTime":2765.66,"body":"conviction with other people."},{"speaker":"I often feel, I get asked questions","startTime":2765.66,"endTime":2767.49,"body":"And we know that and we know"},{"speaker":"I often feel, I get asked questions","startTime":2767.49,"endTime":2770.36,"body":"that's got to be sort of"},{"speaker":"I often feel, I get asked questions","startTime":2767.49,"endTime":2770.36,"body":"behind what we're doing,"},{"speaker":"I often feel, I get asked questions","startTime":2770.36,"endTime":2773.2,"body":"is thinking reinforcing, you know,"},{"speaker":"I often feel, I get asked questions","startTime":2773.2,"endTime":2776.06,"body":"reinforcing convictions"},{"speaker":"I often feel, I get asked questions","startTime":2773.2,"endTime":2776.06,"body":"to catalyze action."},{"speaker":"I often feel, I get asked questions","startTime":2776.06,"endTime":2779.38,"body":"And this is exactly what's"},{"speaker":"I often feel, I get asked questions","startTime":2776.06,"endTime":2779.38,"body":"happening with plant-based foods."},{"speaker":"I often feel, I get asked questions","startTime":2779.38,"endTime":2782.28,"body":"But if you really want to"},{"speaker":"I often feel, I get asked questions","startTime":2779.38,"endTime":2782.28,"body":"tackle the food chains,"},{"speaker":"I often feel, I get asked questions","startTime":2782.28,"endTime":2785.333,"body":"the supply chains, you"},{"speaker":"I often feel, I get asked questions","startTime":2782.28,"endTime":2785.333,"body":"have to tackle food waste."},{"speaker":"I often feel, I get asked questions","startTime":2787.06,"endTime":2790.54,"body":"That's actually the criminal"},{"speaker":"I often feel, I get asked questions","startTime":2787.06,"endTime":2790.54,"body":"side of all of this."},{"speaker":"I often feel, I get asked questions","startTime":2790.54,"endTime":2792.52,"body":"It's not really about what people eat."},{"speaker":"I often feel, I get asked questions","startTime":2792.52,"endTime":2795.01,"body":"It's about how much we waste."},{"speaker":"I often feel, I get asked questions","startTime":2795.01,"endTime":2799.95,"body":"27% of food is wasted before"},{"speaker":"I often feel, I get asked questions","startTime":2795.01,"endTime":2799.95,"body":"it even gets into the stores."},{"speaker":"I often feel, I get asked questions","startTime":2799.95,"endTime":2802.05,"body":"In this part of the world,"},{"speaker":"I often feel, I get asked questions","startTime":2802.05,"endTime":2807.05,"body":"27% doesn't even make it off"},{"speaker":"I often feel, I get asked questions","startTime":2802.05,"endTime":2807.05,"body":"the farm or into the shops."},{"speaker":"I often feel, I get asked questions","startTime":2808.28,"endTime":2810.35,"body":"Food waste in Kenya is much less."},{"speaker":"I often feel, I get asked questions","startTime":2810.35,"endTime":2813.03,"body":"In Africa, it's pretty low."},{"speaker":"I often feel, I get asked questions","startTime":2813.03,"endTime":2815.76,"body":"However, it spoils very quickly."},{"speaker":"I often feel, I get asked questions","startTime":2815.76,"endTime":2818.07,"body":"So you might get it to the shop,"},{"speaker":"I often feel, I get asked questions","startTime":2818.07,"endTime":2820.16,"body":"but then because of the"},{"speaker":"I often feel, I get asked questions","startTime":2818.07,"endTime":2820.16,"body":"heat, and the humidity"},{"speaker":"I often feel, I get asked questions","startTime":2820.16,"endTime":2821.48,"body":"and so on it spoils."},{"speaker":"I often feel, I get asked questions","startTime":2821.48,"endTime":2824.69,"body":"And there's very, very little"},{"speaker":"I often feel, I get asked questions","startTime":2821.48,"endTime":2824.69,"body":"infrastructure to hold food,"},{"speaker":"I often feel, I get asked questions","startTime":2824.69,"endTime":2826.97,"body":"which is why aflatoxin is spreading"},{"speaker":"I often feel, I get asked questions","startTime":2826.97,"endTime":2828.42,"body":"and why, you know, a lot of grains"},{"speaker":"I often feel, I get asked questions","startTime":2828.42,"endTime":2831.12,"body":"and others have to be destroyed."},{"speaker":"I often feel, I get asked questions","startTime":2831.12,"endTime":2833.723,"body":"So Norway is doing particularly well,"},{"speaker":"I often feel, I get asked questions","startTime":2834.59,"endTime":2836.14,"body":"apart from maybe Oceania,"},{"speaker":"I often feel, I get asked questions","startTime":2836.14,"endTime":2837.23,"body":"but they don't have very much,"},{"speaker":"I often feel, I get asked questions","startTime":2837.23,"endTime":2838.38,"body":"and Australia and New Zealand."},{"speaker":"I often feel, I get asked questions","startTime":2838.38,"endTime":2842.2,"body":"But essentially food loss"},{"speaker":"I often feel, I get asked questions","startTime":2838.38,"endTime":2842.2,"body":"is the big is the big baddie"},{"speaker":"I often feel, I get asked questions","startTime":2842.2,"endTime":2845.34,"body":"in the room when it comes"},{"speaker":"I often feel, I get asked questions","startTime":2842.2,"endTime":2845.34,"body":"to food supply chains."},{"speaker":"I often feel, I get asked questions","startTime":2845.34,"endTime":2850.163,"body":"We lose about 300 million"},{"speaker":"I often feel, I get asked questions","startTime":2845.34,"endTime":2850.163,"body":"tons of food every year."},{"speaker":"I often feel, I get asked questions","startTime":2851.2,"endTime":2856.2,"body":"So a ton of fish is about"},{"speaker":"I often feel, I get asked questions","startTime":2851.2,"endTime":2856.2,"body":"half a quarter of this room."},{"speaker":"I often feel, I get asked questions","startTime":2856.4,"endTime":2858.24,"body":"That's a lot of food that we are losing."},{"speaker":"I often feel, I get asked questions","startTime":2858.24,"endTime":2861.3,"body":"That's just industrials,"},{"speaker":"I often feel, I get asked questions","startTime":2858.24,"endTime":2861.3,"body":"industrialized countries."},{"speaker":"I often feel, I get asked questions","startTime":2861.3,"endTime":2864.94,"body":"So this loss is causing food"},{"speaker":"I often feel, I get asked questions","startTime":2861.3,"endTime":2864.94,"body":"to become more expensive"},{"speaker":"I often feel, I get asked questions","startTime":2864.94,"endTime":2867.02,"body":"in the supply chain"},{"speaker":"I often feel, I get asked questions","startTime":2864.94,"endTime":2867.02,"body":"because you have to make up"},{"speaker":"I often feel, I get asked questions","startTime":2867.02,"endTime":2870.82,"body":"and recoup the losses, the"},{"speaker":"I often feel, I get asked questions","startTime":2867.02,"endTime":2870.82,"body":"financial losses as well."},{"speaker":"I often feel, I get asked questions","startTime":2870.82,"endTime":2874.61,"body":"And so in the end, if"},{"speaker":"I often feel, I get asked questions","startTime":2870.82,"endTime":2874.61,"body":"you just took the waste,"},{"speaker":"I often feel, I get asked questions","startTime":2874.61,"endTime":2875.6,"body":"literally if you took the waste,"},{"speaker":"I often feel, I get asked questions","startTime":2875.6,"endTime":2877.683,"body":"you could feed 870 million people."},{"speaker":"I often feel, I get asked questions","startTime":2879.5,"endTime":2882.263,"body":"So, you know, that's kind"},{"speaker":"I often feel, I get asked questions","startTime":2879.5,"endTime":2882.263,"body":"of like the food problem."},{"speaker":"I often feel, I get asked questions","startTime":2883.19,"endTime":2885.86,"body":"And as things get more expensive,"},{"speaker":"I often feel, I get asked questions","startTime":2885.86,"endTime":2889.37,"body":"you know, we cannot afford"},{"speaker":"I often feel, I get asked questions","startTime":2885.86,"endTime":2889.37,"body":"to have a supply chain"},{"speaker":"I often feel, I get asked questions","startTime":2889.37,"endTime":2892.16,"body":"where up to one third of it is lost"},{"speaker":"I often feel, I get asked questions","startTime":2892.16,"endTime":2894.753,"body":"and not actually finding"},{"speaker":"I often feel, I get asked questions","startTime":2892.16,"endTime":2894.753,"body":"its way into the stores."},{"speaker":"I often feel, I get asked questions","startTime":2896.22,"endTime":2898.83,"body":"So what to do."},{"speaker":"I often feel, I get asked questions","startTime":2898.83,"endTime":2902.05,"body":"So I want to take a kind"},{"speaker":"I often feel, I get asked questions","startTime":2898.83,"endTime":2902.05,"body":"of side step very quickly"},{"speaker":"I often feel, I get asked questions","startTime":2902.05,"endTime":2905.3,"body":"and it's about recycling,"},{"speaker":"I often feel, I get asked questions","startTime":2902.05,"endTime":2905.3,"body":"circular economy."},{"speaker":"I often feel, I get asked questions","startTime":2905.3,"endTime":2908.73,"body":"So part of the food waste solution is"},{"speaker":"I often feel, I get asked questions","startTime":2908.73,"endTime":2913.563,"body":"to stick the food waste"},{"speaker":"I often feel, I get asked questions","startTime":2908.73,"endTime":2913.563,"body":"into bioenergy plants."},{"speaker":"I often feel, I get asked questions","startTime":2914.73,"endTime":2915.82,"body":"All right."},{"speaker":"I often feel, I get asked questions","startTime":2915.82,"endTime":2916.653,"body":"So we've caused a problem,"},{"speaker":"I often feel, I get asked questions","startTime":2916.653,"endTime":2919.824,"body":"so let's make a solution,"},{"speaker":"I often feel, I get asked questions","startTime":2916.653,"endTime":2919.824,"body":"let's burn it, right?"},{"speaker":"I often feel, I get asked questions","startTime":2919.824,"endTime":2920.81,"body":"That's a really good idea."},{"speaker":"I often feel, I get asked questions","startTime":2920.81,"endTime":2922.04,"body":"But now you got to ship it."},{"speaker":"I often feel, I get asked questions","startTime":2922.04,"endTime":2922.93,"body":"You got to put it in a truck,"},{"speaker":"I often feel, I get asked questions","startTime":2922.93,"endTime":2925.75,"body":"and you've got to get"},{"speaker":"I often feel, I get asked questions","startTime":2922.93,"endTime":2925.75,"body":"it to the food station,"},{"speaker":"I often feel, I get asked questions","startTime":2925.75,"endTime":2928.69,"body":"the energy place to burn it, all right?"},{"speaker":"I often feel, I get asked questions","startTime":2928.69,"endTime":2932.22,"body":"So, you know, that might be"},{"speaker":"I often feel, I get asked questions","startTime":2928.69,"endTime":2932.22,"body":"the point of last resort,"},{"speaker":"I often feel, I get asked questions","startTime":2932.22,"endTime":2933.13,"body":"but it isn't."},{"speaker":"I often feel, I get asked questions","startTime":2933.13,"endTime":2935.63,"body":"That we have policies all over the world,"},{"speaker":"I often feel, I get asked questions","startTime":2935.63,"endTime":2937.2,"body":"here in this country as well,"},{"speaker":"I often feel, I get asked questions","startTime":2937.2,"endTime":2939.46,"body":"where all food waste, as much as possible,"},{"speaker":"I often feel, I get asked questions","startTime":2939.46,"endTime":2942.19,"body":"is not put into landfill, of course,"},{"speaker":"I often feel, I get asked questions","startTime":2942.19,"endTime":2944.09,"body":"but it's taken over for bioenergy."},{"speaker":"I often feel, I get asked questions","startTime":2944.09,"endTime":2945.9,"body":"But there shouldn't be any"},{"speaker":"I often feel, I get asked questions","startTime":2944.09,"endTime":2945.9,"body":"waste in the first place,"},{"speaker":"I often feel, I get asked questions","startTime":2945.9,"endTime":2946.98,"body":"that's the point."},{"speaker":"I often feel, I get asked questions","startTime":2946.98,"endTime":2949.76,"body":"So we've sort of created"},{"speaker":"I often feel, I get asked questions","startTime":2946.98,"endTime":2949.76,"body":"a sticking plaster"},{"speaker":"I often feel, I get asked questions","startTime":2949.76,"endTime":2951.43,"body":"for a problem that"},{"speaker":"I often feel, I get asked questions","startTime":2949.76,"endTime":2951.43,"body":"shouldn't be there, okay?"},{"speaker":"I often feel, I get asked questions","startTime":2951.43,"endTime":2952.89,"body":"So that's one issue,"},{"speaker":"I often feel, I get asked questions","startTime":2952.89,"endTime":2956.607,"body":"but it comes back to the"},{"speaker":"I often feel, I get asked questions","startTime":2952.89,"endTime":2956.607,"body":"whole idea of supply chains"},{"speaker":"I often feel, I get asked questions","startTime":2956.607,"endTime":2959.64,"body":"and which sort of natural"},{"speaker":"I often feel, I get asked questions","startTime":2956.607,"endTime":2959.64,"body":"prosperity tries to tackle,"},{"speaker":"I often feel, I get asked questions","startTime":2959.64,"endTime":2963.65,"body":"which is that in the"},{"speaker":"I often feel, I get asked questions","startTime":2959.64,"endTime":2963.65,"body":"circular economy thinking"},{"speaker":"I often feel, I get asked questions","startTime":2963.65,"endTime":2966.38,"body":"and the bio economy"},{"speaker":"I often feel, I get asked questions","startTime":2963.65,"endTime":2966.38,"body":"thinking, particularly,"},{"speaker":"I often feel, I get asked questions","startTime":2966.38,"endTime":2968.81,"body":"we are trying to make the best use"},{"speaker":"I often feel, I get asked questions","startTime":2968.81,"endTime":2971.18,"body":"of the raw resources that we have."},{"speaker":"I often feel, I get asked questions","startTime":2971.18,"endTime":2973.85,"body":"And once we've put them into the economy,"},{"speaker":"I often feel, I get asked questions","startTime":2973.85,"endTime":2975.47,"body":"into supply chains,"},{"speaker":"I often feel, I get asked questions","startTime":2975.47,"endTime":2979.6,"body":"what we then try to say is let's"},{"speaker":"I often feel, I get asked questions","startTime":2975.47,"endTime":2979.6,"body":"design things in such a way"},{"speaker":"I often feel, I get asked questions","startTime":2979.6,"endTime":2983.39,"body":"that they can be reused and recycled"},{"speaker":"I often feel, I get asked questions","startTime":2983.39,"endTime":2984.83,"body":"and all of those things, right?"},{"speaker":"I often feel, I get asked questions","startTime":2984.83,"endTime":2987.65,"body":"Whether it's metals, or wood,"},{"speaker":"I often feel, I get asked questions","startTime":2987.65,"endTime":2989.12,"body":"or paper and whatever."},{"speaker":"I often feel, I get asked questions","startTime":2989.12,"endTime":2994.12,"body":"Paper, 14% gets recycled"},{"speaker":"I often feel, I get asked questions","startTime":2989.12,"endTime":2994.12,"body":"a year in the world, 14%."},{"speaker":"I often feel, I get asked questions","startTime":2994.93,"endTime":2996.63,"body":"Plastics, 4%."},{"speaker":"I often feel, I get asked questions","startTime":2996.63,"endTime":2998.39,"body":"All right, so that's a disaster,"},{"speaker":"I often feel, I get asked questions","startTime":2998.39,"endTime":3000.53,"body":"but we there's another"},{"speaker":"I often feel, I get asked questions","startTime":2998.39,"endTime":3000.53,"body":"whole thing going on there."},{"speaker":"I often feel, I get asked questions","startTime":3000.53,"endTime":3003.35,"body":"Whereas metals, iron and all of that is up"},{"speaker":"I often feel, I get asked questions","startTime":3003.35,"endTime":3005.86,"body":"in the 70%, 80%, 90%"},{"speaker":"I often feel, I get asked questions","startTime":3005.86,"endTime":3007.4,"body":"because it has value and"},{"speaker":"I often feel, I get asked questions","startTime":3005.86,"endTime":3007.4,"body":"people can understand it"},{"speaker":"I often feel, I get asked questions","startTime":3007.4,"endTime":3010.13,"body":"and it's got real longevity, okay?"},{"speaker":"I often feel, I get asked questions","startTime":3010.13,"endTime":3013.15,"body":"So people can make arguments about that."},{"speaker":"I often feel, I get asked questions","startTime":3013.15,"endTime":3015.89,"body":"But in a sense,"},{"speaker":"I often feel, I get asked questions","startTime":3015.89,"endTime":3019.92,"body":"the right to repair is what"},{"speaker":"I often feel, I get asked questions","startTime":3015.89,"endTime":3019.92,"body":"we're talking about here."},{"speaker":"I often feel, I get asked questions","startTime":3019.92,"endTime":3022.48,"body":"You have a right to have food"},{"speaker":"I often feel, I get asked questions","startTime":3022.48,"endTime":3023.82,"body":"where you don't have to take this"},{"speaker":"I often feel, I get asked questions","startTime":3023.82,"endTime":3026.17,"body":"into your cognitive dissonance,"},{"speaker":"I often feel, I get asked questions","startTime":3026.17,"endTime":3028.24,"body":"worrying about how waste has been created"},{"speaker":"I often feel, I get asked questions","startTime":3028.24,"endTime":3030.633,"body":"to get you the food in the store."},{"speaker":"I often feel, I get asked questions","startTime":3031.49,"endTime":3033.11,"body":"So we go back to labeling."},{"speaker":"I often feel, I get asked questions","startTime":3033.11,"endTime":3035.43,"body":"What I would like to see is food labeling"},{"speaker":"I often feel, I get asked questions","startTime":3035.43,"endTime":3039.41,"body":"that tells me that in"},{"speaker":"I often feel, I get asked questions","startTime":3035.43,"endTime":3039.41,"body":"producing this avocado,"},{"speaker":"I often feel, I get asked questions","startTime":3039.41,"endTime":3043.89,"body":"we only created, you know,"},{"speaker":"I often feel, I get asked questions","startTime":3039.41,"endTime":3043.89,"body":"like 10 grams of waste,"},{"speaker":"I often feel, I get asked questions","startTime":3043.89,"endTime":3046.53,"body":"as opposed to several kilos of waste."},{"speaker":"I often feel, I get asked questions","startTime":3046.53,"endTime":3049.32,"body":"So these are the kinds of"},{"speaker":"I often feel, I get asked questions","startTime":3046.53,"endTime":3049.32,"body":"questions that consumers"},{"speaker":"I often feel, I get asked questions","startTime":3049.32,"endTime":3051.72,"body":"and you kind of need the answers to"},{"speaker":"I often feel, I get asked questions","startTime":3051.72,"endTime":3053.0,"body":"'cause you would like to know,"},{"speaker":"I often feel, I get asked questions","startTime":3053.0,"endTime":3057.39,"body":"I hope, how food is"},{"speaker":"I often feel, I get asked questions","startTime":3053.0,"endTime":3057.39,"body":"actually brought to you."},{"speaker":"I often feel, I get asked questions","startTime":3057.39,"endTime":3058.62,"body":"Is it healthy?"},{"speaker":"I often feel, I get asked questions","startTime":3058.62,"endTime":3060.49,"body":"Is it creating losses?"},{"speaker":"I often feel, I get asked questions","startTime":3060.49,"endTime":3062.13,"body":"And what is the impact of it?"},{"speaker":"I often feel, I get asked questions","startTime":3062.13,"endTime":3063.93,"body":"All the way through that supply chain?"},{"speaker":"I often feel, I get asked questions","startTime":3063.93,"endTime":3066.43,"body":"Not just how many food miles,"},{"speaker":"I often feel, I get asked questions","startTime":3066.43,"endTime":3069.53,"body":"not just other things you"},{"speaker":"I often feel, I get asked questions","startTime":3066.43,"endTime":3069.53,"body":"might want to talk about,"},{"speaker":"I often feel, I get asked questions","startTime":3069.53,"endTime":3071.46,"body":"but the whole supply chain."},{"speaker":"I often feel, I get asked questions","startTime":3071.46,"endTime":3074.41,"body":"The waste that's created and so forth."},{"speaker":"I often feel, I get asked questions","startTime":3074.41,"endTime":3077.043,"body":"So again, if you look at commodities,"},{"speaker":"I often feel, I get asked questions","startTime":3078.82,"endTime":3080.61,"body":"look at the food losses with things"},{"speaker":"I often feel, I get asked questions","startTime":3080.61,"endTime":3081.91,"body":"that we all think are really good to eat,"},{"speaker":"I often feel, I get asked questions","startTime":3081.91,"endTime":3084.16,"body":"roots, tubers and oil bearing crops."},{"speaker":"I often feel, I get asked questions","startTime":3084.16,"endTime":3086.66,"body":"Unfortunately, they"},{"speaker":"I often feel, I get asked questions","startTime":3084.16,"endTime":3086.66,"body":"have the highest levels"},{"speaker":"I often feel, I get asked questions","startTime":3086.66,"endTime":3088.963,"body":"of food loss associated with them."},{"speaker":"I often feel, I get asked questions","startTime":3090.05,"endTime":3091.58,"body":"Cereals and pulses,"},{"speaker":"I often feel, I get asked questions","startTime":3091.58,"endTime":3094.51,"body":"unfortunately this is going"},{"speaker":"I often feel, I get asked questions","startTime":3091.58,"endTime":3094.51,"body":"up because of climate change."},{"speaker":"I often feel, I get asked questions","startTime":3094.51,"endTime":3096.0,"body":"Fruit and vegetables, very high."},{"speaker":"I often feel, I get asked questions","startTime":3096.0,"endTime":3098.68,"body":"Meat and animal products is"},{"speaker":"I often feel, I get asked questions","startTime":3096.0,"endTime":3098.68,"body":"not quite so high either."},{"speaker":"I often feel, I get asked questions","startTime":3098.68,"endTime":3100.893,"body":"So again, different categories of things"},{"speaker":"I often feel, I get asked questions","startTime":3100.893,"endTime":3102.89,"body":"that we think are really good for us"},{"speaker":"I often feel, I get asked questions","startTime":3102.89,"endTime":3104.97,"body":"are putting a huge burden on the planet"},{"speaker":"I often feel, I get asked questions","startTime":3104.97,"endTime":3106.32,"body":"because of all the waste."},{"speaker":"I often feel, I get asked questions","startTime":3106.32,"endTime":3107.45,"body":"So we put all that effort in,"},{"speaker":"I often feel, I get asked questions","startTime":3107.45,"endTime":3109.56,"body":"we put all those inputs"},{"speaker":"I often feel, I get asked questions","startTime":3107.45,"endTime":3109.56,"body":"in, we use all that lab,"},{"speaker":"I often feel, I get asked questions","startTime":3109.56,"endTime":3110.77,"body":"we use all that water,"},{"speaker":"I often feel, I get asked questions","startTime":3110.77,"endTime":3111.88,"body":"we move things out,"},{"speaker":"I often feel, I get asked questions","startTime":3111.88,"endTime":3114.65,"body":"we destroy biodiversity"},{"speaker":"I often feel, I get asked questions","startTime":3111.88,"endTime":3114.65,"body":"to grow all these things"},{"speaker":"I often feel, I get asked questions","startTime":3114.65,"endTime":3116.85,"body":"and yet we say they're the healthy option."},{"speaker":"I often feel, I get asked questions","startTime":3116.85,"endTime":3117.74,"body":"Hmm."},{"speaker":"I often feel, I get asked questions","startTime":3117.74,"endTime":3120.06,"body":"Okay, so think about that one again."},{"speaker":"I often feel, I get asked questions","startTime":3120.06,"endTime":3122.7,"body":"So the circular action,"},{"speaker":"I often feel, I get asked questions","startTime":3122.7,"endTime":3126.44,"body":"the circular economy is"},{"speaker":"I often feel, I get asked questions","startTime":3122.7,"endTime":3126.44,"body":"about thinking in the round."},{"speaker":"I often feel, I get asked questions","startTime":3126.44,"endTime":3129.28,"body":"And for supply of consumer goods,"},{"speaker":"I often feel, I get asked questions","startTime":3129.28,"endTime":3131.47,"body":"is about the right to repair."},{"speaker":"I often feel, I get asked questions","startTime":3131.47,"endTime":3133.51,"body":"And certainly, I mean,"},{"speaker":"I often feel, I get asked questions","startTime":3133.51,"endTime":3135.89,"body":"President Biden has said"},{"speaker":"I often feel, I get asked questions","startTime":3133.51,"endTime":3135.89,"body":"quite a lot about this."},{"speaker":"I often feel, I get asked questions","startTime":3135.89,"endTime":3137.84,"body":"He issued an executive order"},{"speaker":"I often feel, I get asked questions","startTime":3137.84,"endTime":3140.1,"body":"actually encouraging"},{"speaker":"I often feel, I get asked questions","startTime":3137.84,"endTime":3140.1,"body":"the federal government"},{"speaker":"I often feel, I get asked questions","startTime":3140.1,"endTime":3141.987,"body":"and Trade Commissions to allow,"},{"speaker":"I often feel, I get asked questions","startTime":3141.987,"endTime":3146.7,"body":"\"to allow\" the right to"},{"speaker":"I often feel, I get asked questions","startTime":3141.987,"endTime":3146.7,"body":"repair of digital devices."},{"speaker":"I often feel, I get asked questions","startTime":3146.7,"endTime":3149.46,"body":"And so finally, and"},{"speaker":"I often feel, I get asked questions","startTime":3146.7,"endTime":3149.46,"body":"hopefully now it'll continue,"},{"speaker":"I often feel, I get asked questions","startTime":3149.46,"endTime":3152.52,"body":"Apple and Microsoft are"},{"speaker":"I often feel, I get asked questions","startTime":3149.46,"endTime":3152.52,"body":"now both committed to it."},{"speaker":"I often feel, I get asked questions","startTime":3152.52,"endTime":3155.75,"body":"So there's nothing simpler"},{"speaker":"I often feel, I get asked questions","startTime":3152.52,"endTime":3155.75,"body":"than changing the keyboard,"},{"speaker":"I often feel, I get asked questions","startTime":3155.75,"endTime":3157.49,"body":"changing the screen."},{"speaker":"I often feel, I get asked questions","startTime":3157.49,"endTime":3159.96,"body":"And so it's been a matter"},{"speaker":"I often feel, I get asked questions","startTime":3157.49,"endTime":3159.96,"body":"of great resistance."},{"speaker":"I often feel, I get asked questions","startTime":3159.96,"endTime":3163.89,"body":"So the right to repair"},{"speaker":"I often feel, I get asked questions","startTime":3159.96,"endTime":3163.89,"body":"is in the same principle"},{"speaker":"I often feel, I get asked questions","startTime":3163.89,"endTime":3166.12,"body":"as all of the things I've been talking"},{"speaker":"I often feel, I get asked questions","startTime":3166.12,"endTime":3168.51,"body":"about supply chains, okay."},{"speaker":"I often feel, I get asked questions","startTime":3168.51,"endTime":3170.39,"body":"So you have a right to repair."},{"speaker":"I often feel, I get asked questions","startTime":3170.39,"endTime":3173.38,"body":"The UK regulation has now been brought in"},{"speaker":"I often feel, I get asked questions","startTime":3173.38,"endTime":3175.28,"body":"and there is a right to repair."},{"speaker":"I often feel, I get asked questions","startTime":3175.28,"endTime":3178.0,"body":"What that means is that you have a choice,"},{"speaker":"I often feel, I get asked questions","startTime":3178.0,"endTime":3179.72,"body":"and you can exercise that choice,"},{"speaker":"I often feel, I get asked questions","startTime":3179.72,"endTime":3181.42,"body":"which means that if you"},{"speaker":"I often feel, I get asked questions","startTime":3179.72,"endTime":3181.42,"body":"want your car repaired,"},{"speaker":"I often feel, I get asked questions","startTime":3181.42,"endTime":3183.72,"body":"you can take it to the Peugeot garage,"},{"speaker":"I often feel, I get asked questions","startTime":3183.72,"endTime":3186.71,"body":"but you can also supposedly"},{"speaker":"I often feel, I get asked questions","startTime":3183.72,"endTime":3186.71,"body":"go to this garage"},{"speaker":"I often feel, I get asked questions","startTime":3186.71,"endTime":3188.46,"body":"and all of the parts"},{"speaker":"I often feel, I get asked questions","startTime":3186.71,"endTime":3188.46,"body":"should be made available"},{"speaker":"I often feel, I get asked questions","startTime":3188.46,"endTime":3189.483,"body":"for that garage."},{"speaker":"I often feel, I get asked questions","startTime":3190.76,"endTime":3191.78,"body":"So it's a nonsense by the way,"},{"speaker":"I often feel, I get asked questions","startTime":3191.78,"endTime":3193.53,"body":"if you buy an vehicle and you're told"},{"speaker":"I often feel, I get asked questions","startTime":3193.53,"endTime":3194.88,"body":"that only one place can fix it,"},{"speaker":"I often feel, I get asked questions","startTime":3194.88,"endTime":3197.66,"body":"uh-uh, right to repair."},{"speaker":"I often feel, I get asked questions","startTime":3197.66,"endTime":3201.64,"body":"So consumer rights, yes,"},{"speaker":"I often feel, I get asked questions","startTime":3197.66,"endTime":3201.64,"body":"they're hard fought for,"},{"speaker":"I often feel, I get asked questions","startTime":3201.64,"endTime":3204.33,"body":"but they're not going to be the"},{"speaker":"I often feel, I get asked questions","startTime":3201.64,"endTime":3204.33,"body":"right kind of consumer rights"},{"speaker":"I often feel, I get asked questions","startTime":3204.33,"endTime":3206.91,"body":"unless we think in this more holistic way,"},{"speaker":"I often feel, I get asked questions","startTime":3206.91,"endTime":3209.1,"body":"unless we think in the round."},{"speaker":"I often feel, I get asked questions","startTime":3209.1,"endTime":3212.55,"body":"And I'll leave you with sort"},{"speaker":"I often feel, I get asked questions","startTime":3209.1,"endTime":3212.55,"body":"of one, couple of pictures."},{"speaker":"I often feel, I get asked questions","startTime":3212.55,"endTime":3214.57,"body":"how we make choices,"},{"speaker":"I often feel, I get asked questions","startTime":3214.57,"endTime":3216.12,"body":"that's also changing."},{"speaker":"I often feel, I get asked questions","startTime":3216.12,"endTime":3217.72,"body":"You know, there are lots of policies,"},{"speaker":"I often feel, I get asked questions","startTime":3217.72,"endTime":3219.81,"body":"lots of communications about products."},{"speaker":"I often feel, I get asked questions","startTime":3219.81,"endTime":3221.8,"body":"We can do a lot of online shopping,"},{"speaker":"I often feel, I get asked questions","startTime":3221.8,"endTime":3223.54,"body":"but how many of you stop to think"},{"speaker":"I often feel, I get asked questions","startTime":3223.54,"endTime":3225.42,"body":"whether you can repair those things"},{"speaker":"I often feel, I get asked questions","startTime":3225.42,"endTime":3226.85,"body":"that you are buying online"},{"speaker":"I often feel, I get asked questions","startTime":3226.85,"endTime":3228.81,"body":"and you want to look"},{"speaker":"I often feel, I get asked questions","startTime":3226.85,"endTime":3228.81,"body":"at it and check it out."},{"speaker":"I often feel, I get asked questions","startTime":3228.81,"endTime":3232.67,"body":"So, you know, there's"},{"speaker":"I often feel, I get asked questions","startTime":3228.81,"endTime":3232.67,"body":"much less self-regulation"},{"speaker":"I often feel, I get asked questions","startTime":3232.67,"endTime":3234.38,"body":"and actually that's what we need."},{"speaker":"I often feel, I get asked questions","startTime":3234.38,"endTime":3236.88,"body":"We need more self-regulation"},{"speaker":"I often feel, I get asked questions","startTime":3236.88,"endTime":3239.26,"body":"so that we can actually"},{"speaker":"I often feel, I get asked questions","startTime":3236.88,"endTime":3239.26,"body":"understand what it is"},{"speaker":"I often feel, I get asked questions","startTime":3239.26,"endTime":3241.24,"body":"that we are participating in when we go"},{"speaker":"I often feel, I get asked questions","startTime":3241.24,"endTime":3243.61,"body":"into our next purchases online."},{"speaker":"I often feel, I get asked questions","startTime":3243.61,"endTime":3245.03,"body":"So knowing the consequences"},{"speaker":"I often feel, I get asked questions","startTime":3245.03,"endTime":3248.39,"body":"of your choices is"},{"speaker":"I often feel, I get asked questions","startTime":3245.03,"endTime":3248.39,"body":"extraordinarily important."},{"speaker":"I often feel, I get asked questions","startTime":3248.39,"endTime":3251.41,"body":"And so final thought I"},{"speaker":"I often feel, I get asked questions","startTime":3248.39,"endTime":3251.41,"body":"want to leave you with"},{"speaker":"I often feel, I get asked questions","startTime":3251.41,"endTime":3254.66,"body":"is that we can solve things piecemeal,"},{"speaker":"I often feel, I get asked questions","startTime":3254.66,"endTime":3256.41,"body":"bit by bit by bit,"},{"speaker":"I often feel, I get asked questions","startTime":3256.41,"endTime":3259.09,"body":"but every time something"},{"speaker":"I often feel, I get asked questions","startTime":3256.41,"endTime":3259.09,"body":"falls off the table"},{"speaker":"I often feel, I get asked questions","startTime":3259.09,"endTime":3260.363,"body":"out of a supply chain,"},{"speaker":"I often feel, I get asked questions","startTime":3262.462,"endTime":3266.24,"body":"it has the danger of"},{"speaker":"I often feel, I get asked questions","startTime":3262.462,"endTime":3266.24,"body":"becoming a conflict material."},{"speaker":"I often feel, I get asked questions","startTime":3266.24,"endTime":3269.34,"body":"Because resources are so hard fought after"},{"speaker":"I often feel, I get asked questions","startTime":3269.34,"endTime":3272.38,"body":"whether it's plastics,"},{"speaker":"I often feel, I get asked questions","startTime":3269.34,"endTime":3272.38,"body":"or diamonds or whatever,"},{"speaker":"I often feel, I get asked questions","startTime":3272.38,"endTime":3275.97,"body":"they will become the conflict"},{"speaker":"I often feel, I get asked questions","startTime":3272.38,"endTime":3275.97,"body":"materials of the future."},{"speaker":"I often feel, I get asked questions","startTime":3275.97,"endTime":3279.19,"body":"Because resources are in steep decline,"},{"speaker":"I often feel, I get asked questions","startTime":3279.19,"endTime":3282.58,"body":"therefore, if it's not thought about,"},{"speaker":"I often feel, I get asked questions","startTime":3282.58,"endTime":3285.02,"body":"and it falls into sort"},{"speaker":"I often feel, I get asked questions","startTime":3282.58,"endTime":3285.02,"body":"of the black economy,"},{"speaker":"I often feel, I get asked questions","startTime":3285.02,"endTime":3287.28,"body":"guarantee, somebody will buy it."},{"speaker":"I often feel, I get asked questions","startTime":3287.28,"endTime":3291.24,"body":"And it'll appear back in the"},{"speaker":"I often feel, I get asked questions","startTime":3287.28,"endTime":3291.24,"body":"economy in a different guise."},{"speaker":"I often feel, I get asked questions","startTime":3291.24,"endTime":3293.62,"body":"So conflict materials,"},{"speaker":"I often feel, I get asked questions","startTime":3291.24,"endTime":3293.62,"body":"no matter what they are,"},{"speaker":"I often feel, I get asked questions","startTime":3293.62,"endTime":3296.13,"body":"metals, tungsten, you name it."},{"speaker":"I often feel, I get asked questions","startTime":3296.13,"endTime":3298.24,"body":"These are the things"},{"speaker":"I often feel, I get asked questions","startTime":3296.13,"endTime":3298.24,"body":"that are the consequences"},{"speaker":"I often feel, I get asked questions","startTime":3298.24,"endTime":3301.53,"body":"of not paying attention"},{"speaker":"I often feel, I get asked questions","startTime":3298.24,"endTime":3301.53,"body":"to our supply chains."},{"speaker":"I often feel, I get asked questions","startTime":3301.53,"endTime":3302.86,"body":"But you can't do it on your own."},{"speaker":"I often feel, I get asked questions","startTime":3302.86,"endTime":3304.38,"body":"We have to do it collectively."},{"speaker":"I often feel, I get asked questions","startTime":3304.38,"endTime":3305.213,"body":"You have to think about it,"},{"speaker":"I often feel, I get asked questions","startTime":3305.213,"endTime":3307.74,"body":"but you have to allow choices, of course."},{"speaker":"I often feel, I get asked questions","startTime":3307.74,"endTime":3309.39,"body":"But think about the choices,"},{"speaker":"I often feel, I get asked questions","startTime":3309.39,"endTime":3313.75,"body":"they don't always seem as they appear."},{"speaker":"I often feel, I get asked questions","startTime":3313.75,"endTime":3316.05,"body":"There's not always just one simple answer."},{"speaker":"I often feel, I get asked questions","startTime":3316.05,"endTime":3317.31,"body":"This is bad for the environment."},{"speaker":"I often feel, I get asked questions","startTime":3317.31,"endTime":3319.43,"body":"Eh, maybe just go and"},{"speaker":"I often feel, I get asked questions","startTime":3317.31,"endTime":3319.43,"body":"look behind the scenes"},{"speaker":"I often feel, I get asked questions","startTime":3319.43,"endTime":3321.87,"body":"and think a little bit more about it."},{"speaker":"I often feel, I get asked questions","startTime":3321.87,"endTime":3324.21,"body":"So I hope that's left"},{"speaker":"I often feel, I get asked questions","startTime":3321.87,"endTime":3324.21,"body":"you with a few thoughts."},{"speaker":"I often feel, I get asked questions","startTime":3324.21,"endTime":3326.14,"body":"I know I've used up a lot of my time,"},{"speaker":"I often feel, I get asked questions","startTime":3326.14,"endTime":3327.63,"body":"but hopefully we've still got time"},{"speaker":"I often feel, I get asked questions","startTime":3327.63,"endTime":3329.15,"body":"for a couple of questions, I hope."},{"speaker":"I often feel, I get asked questions","startTime":3329.15,"endTime":3329.983,"body":"Thank you. All right."},{"speaker":"I often feel, I get asked questions","startTime":3329.983,"endTime":3330.89,"body":"Well, thank you very much."},{"speaker":"I often feel, I get asked questions","startTime":3330.89,"endTime":3332.149,"body":"Thank you."},{"speaker":"I often feel, I get asked questions","startTime":3332.149,"endTime":3334.37,"body":"(audience applause)"},{"speaker":"I often feel, I get asked questions","startTime":3334.37,"endTime":3338.682,"body":"- Who is putting green"},{"speaker":"I often feel, I get asked questions","startTime":3334.37,"endTime":3338.682,"body":"supply chains into practice"},{"speaker":"I often feel, I get asked questions","startTime":3338.682,"endTime":3342.81,"body":"and who is looking after our soil as well?"},{"speaker":"I often feel, I get asked questions","startTime":3342.81,"endTime":3345.97,"body":"- This is not an advert for"},{"speaker":"I often feel, I get asked questions","startTime":3342.81,"endTime":3345.97,"body":"whom I have any vested interest,"},{"speaker":"I often feel, I get asked questions","startTime":3345.97,"endTime":3348.94,"body":"but please go and look"},{"speaker":"I often feel, I get asked questions","startTime":3345.97,"endTime":3348.94,"body":"at Good Earth Cotton."},{"speaker":"I often feel, I get asked questions","startTime":3348.94,"endTime":3351.22,"body":"So Good Earth Cotton, Australian company,"},{"speaker":"I often feel, I get asked questions","startTime":3351.22,"endTime":3353.34,"body":"working with very difficult soil,"},{"speaker":"I often feel, I get asked questions","startTime":3353.34,"endTime":3358.3,"body":"has rebuilt the soil and"},{"speaker":"I often feel, I get asked questions","startTime":3353.34,"endTime":3358.3,"body":"now uses only less than 10%"},{"speaker":"I often feel, I get asked questions","startTime":3358.3,"endTime":3361.223,"body":"of what any other cotton"},{"speaker":"I often feel, I get asked questions","startTime":3358.3,"endTime":3361.223,"body":"producers in terms of water."},{"speaker":"I often feel, I get asked questions","startTime":3362.47,"endTime":3365.01,"body":"And they have now put a"},{"speaker":"I often feel, I get asked questions","startTime":3362.47,"endTime":3365.01,"body":"little thread in their cotton"},{"speaker":"I often feel, I get asked questions","startTime":3365.01,"endTime":3366.99,"body":"from the a hundred dollar bill."},{"speaker":"I often feel, I get asked questions","startTime":3366.99,"endTime":3368.54,"body":"So when you buy a pair of jeans in,"},{"speaker":"I often feel, I get asked questions","startTime":3368.54,"endTime":3370.08,"body":"I don't know, H\u0026M somewhere,"},{"speaker":"I often feel, I get asked questions","startTime":3370.08,"endTime":3371.5,"body":"and it says \"Good Earth Cotton,\""},{"speaker":"I often feel, I get asked questions","startTime":3371.5,"endTime":3373.12,"body":"you know exactly which field,"},{"speaker":"I often feel, I get asked questions","startTime":3373.12,"endTime":3374.46,"body":"and you know the soil conditions,"},{"speaker":"I often feel, I get asked questions","startTime":3374.46,"endTime":3376.17,"body":"and you know the soil organic carbon"},{"speaker":"I often feel, I get asked questions","startTime":3376.17,"endTime":3378.34,"body":"and you know how much water it's used."},{"speaker":"I often feel, I get asked questions","startTime":3378.34,"endTime":3379.173,"body":"That's what we need."},{"speaker":"I often feel, I get asked questions","startTime":3379.173,"endTime":3380.41,"body":"We need more of those."},{"speaker":"I often feel, I get asked questions","startTime":3380.41,"endTime":3383.04,"body":"- The comment is that"},{"speaker":"I often feel, I get asked questions","startTime":3380.41,"endTime":3383.04,"body":"when I went to Germany,"},{"speaker":"I often feel, I get asked questions","startTime":3383.04,"endTime":3385.59,"body":"one of the things that"},{"speaker":"I often feel, I get asked questions","startTime":3383.04,"endTime":3385.59,"body":"struck me is the number"},{"speaker":"I often feel, I get asked questions","startTime":3385.59,"endTime":3388.64,"body":"of consumers who are"},{"speaker":"I often feel, I get asked questions","startTime":3385.59,"endTime":3388.64,"body":"looking at the contents,"},{"speaker":"I often feel, I get asked questions","startTime":3388.64,"endTime":3390.58,"body":"you know, for fat and salt and the things,"},{"speaker":"I often feel, I get asked questions","startTime":3390.58,"endTime":3392.96,"body":"I'd not seen that at all in Britain."},{"speaker":"I often feel, I get asked questions","startTime":3392.96,"endTime":3394.49,"body":"So I don't know whether it's a cultural"},{"speaker":"I often feel, I get asked questions","startTime":3394.49,"endTime":3396.779,"body":"or national difference there."},{"speaker":"I often feel, I get asked questions","startTime":3396.779,"endTime":3398.8,"body":"The question I wanted to ask you,"},{"speaker":"I often feel, I get asked questions","startTime":3398.8,"endTime":3399.8,"body":"I've heard it said,"},{"speaker":"I often feel, I get asked questions","startTime":3399.8,"endTime":3401.45,"body":"and I have no idea whether it's true,"},{"speaker":"I often feel, I get asked questions","startTime":3401.45,"endTime":3404.66,"body":"but you know, used to"},{"speaker":"I often feel, I get asked questions","startTime":3401.45,"endTime":3404.66,"body":"Africa extremely well."},{"speaker":"I often feel, I get asked questions","startTime":3404.66,"endTime":3408.0,"body":"People tell me that a"},{"speaker":"I often feel, I get asked questions","startTime":3404.66,"endTime":3408.0,"body":"lot of people working"},{"speaker":"I often feel, I get asked questions","startTime":3408.0,"endTime":3410.33,"body":"in the agricultural sector,"},{"speaker":"I often feel, I get asked questions","startTime":3410.33,"endTime":3412.22,"body":"they're growing a lot of flowers, in fact,"},{"speaker":"I often feel, I get asked questions","startTime":3412.22,"endTime":3415.35,"body":"to be flown to Britain"},{"speaker":"I often feel, I get asked questions","startTime":3412.22,"endTime":3415.35,"body":"and other parts of Europe."},{"speaker":"I often feel, I get asked questions","startTime":3415.35,"endTime":3418.797,"body":"Whereas basically it would"},{"speaker":"I often feel, I get asked questions","startTime":3415.35,"endTime":3418.797,"body":"be better if they grew food"},{"speaker":"I often feel, I get asked questions","startTime":3418.797,"endTime":3421.69,"body":"for the benefit of their own communities."},{"speaker":"I often feel, I get asked questions","startTime":3421.69,"endTime":3424.452,"body":"I don't know whether there's"},{"speaker":"I often feel, I get asked questions","startTime":3421.69,"endTime":3424.452,"body":"any truth in that tun-"},{"speaker":"I often feel, I get asked questions","startTime":3424.452,"endTime":3426.01,"body":"- It is absolutely true"},{"speaker":"I often feel, I get asked questions","startTime":3424.452,"endTime":3426.01,"body":"that in east Africa,"},{"speaker":"I often feel, I get asked questions","startTime":3426.01,"endTime":3429.5,"body":"Kenya, it's a massive flower industry."},{"speaker":"I often feel, I get asked questions","startTime":3429.5,"endTime":3432.77,"body":"It actually keeps many thousands of people"},{"speaker":"I often feel, I get asked questions","startTime":3432.77,"endTime":3436.56,"body":"in full employment and good employment,"},{"speaker":"I often feel, I get asked questions","startTime":3436.56,"endTime":3439.96,"body":"but is having a massive"},{"speaker":"I often feel, I get asked questions","startTime":3436.56,"endTime":3439.96,"body":"impact on Lake Naivasha,"},{"speaker":"I often feel, I get asked questions","startTime":3439.96,"endTime":3442.11,"body":"which is where a lot of this happens."},{"speaker":"I often feel, I get asked questions","startTime":3442.11,"endTime":3443.96,"body":"And so there are questions asked,"},{"speaker":"I often feel, I get asked questions","startTime":3443.96,"endTime":3446.47,"body":"and during COVID, because"},{"speaker":"I often feel, I get asked questions","startTime":3443.96,"endTime":3446.47,"body":"people didn't buy flowers"},{"speaker":"I often feel, I get asked questions","startTime":3446.47,"endTime":3448.49,"body":"I'm sorry to say, they didn't buy flowers."},{"speaker":"I often feel, I get asked questions","startTime":3448.49,"endTime":3452.52,"body":"Neither did they buy Kenyan"},{"speaker":"I often feel, I get asked questions","startTime":3448.49,"endTime":3452.52,"body":"beans and many other products."},{"speaker":"I often feel, I get asked questions","startTime":3452.52,"endTime":3457.43,"body":"Then a lot of people left"},{"speaker":"I often feel, I get asked questions","startTime":3452.52,"endTime":3457.43,"body":"the flower growing locations"},{"speaker":"I often feel, I get asked questions","startTime":3457.43,"endTime":3459.49,"body":"and went back to their farms."},{"speaker":"I often feel, I get asked questions","startTime":3459.49,"endTime":3460.74,"body":"And a lot of them stayed."},{"speaker":"I often feel, I get asked questions","startTime":3462.01,"endTime":3463.58,"body":"Lots of people left the city,"},{"speaker":"I often feel, I get asked questions","startTime":3463.58,"endTime":3465.0,"body":"they went back to their family farms"},{"speaker":"I often feel, I get asked questions","startTime":3465.0,"endTime":3465.84,"body":"and they've stayed there."},{"speaker":"I often feel, I get asked questions","startTime":3465.84,"endTime":3466.94,"body":"They've not gone back."},{"speaker":"I often feel, I get asked questions","startTime":3467.8,"endTime":3469.035,"body":"- [Audience Member] So"},{"speaker":"I often feel, I get asked questions","startTime":3467.8,"endTime":3469.035,"body":"yeah, I just wanted to talk"},{"speaker":"I often feel, I get asked questions","startTime":3469.035,"endTime":3471.32,"body":"about the Soil Association"},{"speaker":"I often feel, I get asked questions","startTime":3472.432,"endTime":3474.815,"body":"and also about WWOOFing."},{"speaker":"I often feel, I get asked questions","startTime":3474.815,"endTime":3475.648,"body":"Yeah and also about WWOOFing."},{"speaker":"I often feel, I get asked questions","startTime":3475.648,"endTime":3476.481,"body":"I don't know of how many people"},{"speaker":"I often feel, I get asked questions","startTime":3476.481,"endTime":3477.323,"body":"in the audience know about WWOOFing."},{"speaker":"I often feel, I get asked questions","startTime":3478.673,"endTime":3480.2,"body":"So WWOOFing stands for,"},{"speaker":"I often feel, I get asked questions","startTime":3480.2,"endTime":3484.52,"body":"did stand for, Willing"},{"speaker":"I often feel, I get asked questions","startTime":3480.2,"endTime":3484.52,"body":"Workers on Organic Farms,"},{"speaker":"I often feel, I get asked questions","startTime":3484.52,"endTime":3489.08,"body":"and now got changed to Worldwide"},{"speaker":"I often feel, I get asked questions","startTime":3484.52,"endTime":3489.08,"body":"Worldwide Opportunities"},{"speaker":"I often feel, I get asked questions","startTime":3489.08,"endTime":3493.59,"body":"on Organic Futures because"},{"speaker":"I often feel, I get asked questions","startTime":3489.08,"endTime":3493.59,"body":"farming actually refers"},{"speaker":"I often feel, I get asked questions","startTime":3493.59,"endTime":3496.383,"body":"to rent rather than growing things."},{"speaker":"I often feel, I get asked questions","startTime":3498.215,"endTime":3502.25,"body":"And it's a body that has"},{"speaker":"I often feel, I get asked questions","startTime":3498.215,"endTime":3502.25,"body":"allowed people from the city"},{"speaker":"I often feel, I get asked questions","startTime":3502.25,"endTime":3505.65,"body":"to go out and get involved in organic,"},{"speaker":"I often feel, I get asked questions","startTime":3505.65,"endTime":3508.88,"body":"no-dig methods, for free."},{"speaker":"I often feel, I get asked questions","startTime":3508.88,"endTime":3510.58,"body":"essentially for board and lodging."},{"speaker":"I often feel, I get asked questions","startTime":3511.82,"endTime":3514.79,"body":"So really the answer, I think,"},{"speaker":"I often feel, I get asked questions","startTime":3514.79,"endTime":3519.33,"body":"would lie with those people"},{"speaker":"I often feel, I get asked questions","startTime":3514.79,"endTime":3519.33,"body":"who've devoted their lives"},{"speaker":"I often feel, I get asked questions","startTime":3519.33,"endTime":3522.71,"body":"very often to developing no-dig methods."},{"speaker":"I often feel, I get asked questions","startTime":3522.71,"endTime":3525.51,"body":"I have a friend who was living"},{"speaker":"I often feel, I get asked questions","startTime":3527.34,"endTime":3532.34,"body":"north or south, has moved to Glastonbury."},{"speaker":"I often feel, I get asked questions","startTime":3533.475,"endTime":3534.308,"body":"And about 15 years ago,"},{"speaker":"I often feel, I get asked questions","startTime":3534.308,"endTime":3536.48,"body":"I helped take down a greenhouse"},{"speaker":"I often feel, I get asked questions","startTime":3536.48,"endTime":3538.22,"body":"that was going to be destroyed"},{"speaker":"I often feel, I get asked questions","startTime":3538.22,"endTime":3543.22,"body":"that used to provide"},{"speaker":"I often feel, I get asked questions","startTime":3538.22,"endTime":3543.22,"body":"flowers for this country"},{"speaker":"I often feel, I get asked questions","startTime":3544.79,"endTime":3549.79,"body":"and has had that greenhouse,"},{"speaker":"I often feel, I get asked questions","startTime":3550.1,"endTime":3553.17,"body":"which is about a third of an"},{"speaker":"I often feel, I get asked questions","startTime":3550.1,"endTime":3553.17,"body":"acre or two thirds of an acre"},{"speaker":"I often feel, I get asked questions","startTime":3553.17,"endTime":3555.24,"body":"in storage for about six, seven years"},{"speaker":"I often feel, I get asked questions","startTime":3555.24,"endTime":3557.36,"body":"before could get the land,"},{"speaker":"I often feel, I get asked questions","startTime":3557.36,"endTime":3560.12,"body":"had a massive battle"},{"speaker":"I often feel, I get asked questions","startTime":3557.36,"endTime":3560.12,"body":"with the local council"},{"speaker":"I often feel, I get asked questions","startTime":3560.12,"endTime":3561.95,"body":"in order to get the thing up"},{"speaker":"I often feel, I get asked questions","startTime":3561.95,"endTime":3565.44,"body":"and is now producing a"},{"speaker":"I often feel, I get asked questions","startTime":3561.95,"endTime":3565.44,"body":"huge amount of vegetables"},{"speaker":"I often feel, I get asked questions","startTime":3565.44,"endTime":3568.05,"body":"for that local community."},{"speaker":"I often feel, I get asked questions","startTime":3568.05,"endTime":3571.37,"body":"So on no-dig practices,"},{"speaker":"I often feel, I get asked questions","startTime":3571.37,"endTime":3573.02,"body":"which has been practicing"},{"speaker":"I often feel, I get asked questions","startTime":3571.37,"endTime":3573.02,"body":"- Completely, completely."},{"speaker":"I often feel, I get asked questions","startTime":3573.02,"endTime":3574.09,"body":"- [Audience Member] for maybe 30 years."},{"speaker":"I often feel, I get asked questions","startTime":3574.09,"endTime":3575.42,"body":"- Can I just say something about WWOOFing?"},{"speaker":"I often feel, I get asked questions","startTime":3575.42,"endTime":3579.07,"body":"I think you've kind of captured"},{"speaker":"I often feel, I get asked questions","startTime":3575.42,"endTime":3579.07,"body":"in a very simple example,"},{"speaker":"I often feel, I get asked questions","startTime":3579.07,"endTime":3579.903,"body":"what I was talking about,"},{"speaker":"I often feel, I get asked questions","startTime":3579.903,"endTime":3583.39,"body":"which is that by dint of"},{"speaker":"I often feel, I get asked questions","startTime":3579.903,"endTime":3583.39,"body":"being a group of people going"},{"speaker":"I often feel, I get asked questions","startTime":3583.39,"endTime":3585.98,"body":"to a place, you've started"},{"speaker":"I often feel, I get asked questions","startTime":3585.98,"endTime":3587.88,"body":"to create the kinds of communities"},{"speaker":"I often feel, I get asked questions","startTime":3587.88,"endTime":3590.01,"body":"that will have impact."},{"speaker":"I often feel, I get asked questions","startTime":3590.01,"endTime":3591.48,"body":"What needs to happen though,"},{"speaker":"I often feel, I get asked questions","startTime":3591.48,"endTime":3594.06,"body":"is that they need to be"},{"speaker":"I often feel, I get asked questions","startTime":3591.48,"endTime":3594.06,"body":"recognized inside the,"},{"speaker":"I often feel, I get asked questions","startTime":3594.06,"endTime":3595.5,"body":"let's say the whole supply chain,"},{"speaker":"I often feel, I get asked questions","startTime":3595.5,"endTime":3598.68,"body":"because their efforts are"},{"speaker":"I often feel, I get asked questions","startTime":3595.5,"endTime":3598.68,"body":"helping to bring food,"},{"speaker":"I often feel, I get asked questions","startTime":3598.68,"endTime":3601.47,"body":"you know, into the marketplace."},{"speaker":"I often feel, I get asked questions","startTime":3601.47,"endTime":3603.23,"body":"And I think that the challenge we have is"},{"speaker":"I often feel, I get asked questions","startTime":3603.23,"endTime":3605.75,"body":"that not enough people have"},{"speaker":"I often feel, I get asked questions","startTime":3603.23,"endTime":3605.75,"body":"that personal experience,"},{"speaker":"I often feel, I get asked questions","startTime":3605.75,"endTime":3606.583,"body":"they don't get out"},{"speaker":"I often feel, I get asked questions","startTime":3606.583,"endTime":3611.1,"body":"and they don't see"},{"speaker":"I often feel, I get asked questions","startTime":3606.583,"endTime":3611.1,"body":"essentially how food is grown."},{"speaker":"I often feel, I get asked questions","startTime":3611.1,"endTime":3614.03,"body":"And so there is a sort"},{"speaker":"I often feel, I get asked questions","startTime":3611.1,"endTime":3614.03,"body":"of (indistinct) tale"},{"speaker":"I often feel, I get asked questions","startTime":3614.03,"endTime":3617.21,"body":"in how farmers today are really struggling"},{"speaker":"I often feel, I get asked questions","startTime":3617.21,"endTime":3620.05,"body":"to keep some of the farms"},{"speaker":"I often feel, I get asked questions","startTime":3617.21,"endTime":3620.05,"body":"under good production,"},{"speaker":"I often feel, I get asked questions","startTime":3620.05,"endTime":3622.0,"body":"because they don't have enough people."},{"speaker":"I often feel, I get asked questions","startTime":3622.0,"endTime":3624.08,"body":"But they don't feel that"},{"speaker":"I often feel, I get asked questions","startTime":3622.0,"endTime":3624.08,"body":"there's an access point"},{"speaker":"I often feel, I get asked questions","startTime":3624.08,"endTime":3626.17,"body":"to have volunteers to come out."},{"speaker":"I often feel, I get asked questions","startTime":3626.17,"endTime":3628.2,"body":"So, I mean, I would strongly suggest"},{"speaker":"I often feel, I get asked questions","startTime":3628.2,"endTime":3632.47,"body":"that you do much to promote the"},{"speaker":"I often feel, I get asked questions","startTime":3628.2,"endTime":3632.47,"body":"idea of people volunteering,"},{"speaker":"I often feel, I get asked questions","startTime":3632.47,"endTime":3633.62,"body":"but maybe in exchange, you know,"},{"speaker":"I often feel, I get asked questions","startTime":3633.62,"endTime":3635.28,"body":"you have some food that"},{"speaker":"I often feel, I get asked questions","startTime":3633.62,"endTime":3635.28,"body":"comes back with you"},{"speaker":"I often feel, I get asked questions","startTime":3635.28,"endTime":3637.55,"body":"because there's nothing like learning"},{"speaker":"I often feel, I get asked questions","startTime":3637.55,"endTime":3639.35,"body":"how you grow food for yourself."},{"speaker":"I often feel, I get asked questions","startTime":3639.35,"endTime":3641.71,"body":"I think that's a tremendous thing to do."},{"speaker":"I often feel, I get asked questions","startTime":3641.71,"endTime":3642.543,"body":"Tremendous-"},{"speaker":"I often feel, I get asked questions","startTime":3642.543,"endTime":3643.376,"body":"- Thank you very much."},{"speaker":"I often feel, I get asked questions","startTime":3643.376,"endTime":3644.209,"body":"Ladies and gentlemen,"},{"speaker":"I often feel, I get asked questions","startTime":3644.209,"endTime":3646.06,"body":"I'm afraid, we are going"},{"speaker":"I often feel, I get asked questions","startTime":3644.209,"endTime":3646.06,"body":"to have to wind up."},{"speaker":"I often feel, I get asked questions","startTime":3646.06,"endTime":3650.44,"body":"But I'm sure Professor"},{"speaker":"I often feel, I get asked questions","startTime":3646.06,"endTime":3650.44,"body":"McGlade will remain rooted"},{"speaker":"I often feel, I get asked questions","startTime":3650.44,"endTime":3651.3,"body":"to the podium."},{"speaker":"I often feel, I get asked questions","startTime":3650.44,"endTime":3651.3,"body":"- I will."},{"speaker":"I often feel, I get asked questions","startTime":3651.3,"endTime":3652.48,"body":"- I will."},{"speaker":"I often feel, I get asked questions","startTime":3652.48,"endTime":3653.88,"body":"- And you can go and speak to afterwards,"},{"speaker":"I often feel, I get asked questions","startTime":3653.88,"endTime":3656.92,"body":"but can we just say thank"},{"speaker":"I often feel, I get asked questions","startTime":3653.88,"endTime":3656.92,"body":"you for another fascinating"},{"speaker":"I often feel, I get asked questions","startTime":3656.92,"endTime":3658.469,"body":"and very stimulating lecture."},{"speaker":"I often feel, I get asked questions","startTime":3658.469,"endTime":3661.386,"body":"(audience applaud)"}]}