Hi Kaitlin! Thanks for your comment. And what a great business you have! I think there's a very fine line to tread here, quite similar to what manufacturers of alternative protein products (crickets etc) go through. You have a very important role to play in helping usher in new habits and expectations, but have to do so bearing consumer psychology in mind - as you say. I think the trick is to keep things light, and to get the product embedded and mainstream before pushing the backstory too hard. Lead with flavour and nutrition and layer in the message gently. The ideal scenario is when the product can stand on its own, competing with any similar product, and as a consumer I just get the added benefit of knowing I’m supporting something great at the same time. I really think this is how we change global practices - when we make it so easy to choose what’s right (a no brainer), we can’t help but change behaviour. When you do talk about the wider issue, keep it positive and be very open and detailed about how the product is chosen and prepared, and the good people are doing by choosing it. But you know all this - you’re already doing it!