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Thank you, Mat, for your thoughtful clarification. I think we are on the same page with Big Food's social/business agenda.

Hi Mat!

Thank you so much for the comment, it meant a lot to us. In order to share more thoughts, I need to understand what do you mean by Big Food and large corporate actors? Who would you consider as Big Food? Who would you consider Large Corporate Actors? What roles are they currently playing? Why do you think replacing them is important?

Our current focuses are very specific:
1. Creating a business/distribution model that is focused on aorund fresh food: Think about Starbucks, they were selling a cup of coffee that you usually pay $1.00 at the diner for $5.00, and all of a sudden everyone is drinking coffee. What if we apply that method to selling fresh fruits and veggies.

2. Enhance efficiency and transparency for small/medium size distributors/grocery stores with data and shared distribution: One of the reasons 85% food waste occurs in the consumer-facing side is due to the lack of data and transparency. While many industry efforts are trying to go direct from local farmers to consumers, we firmly believe that a vision around shared distribution and consumer-facing data gathering could help building a more inclusive food system.

To sum up, we are trying to do two things that the industry might have shaped:
1. CREATE demand for fresh fruits and veggies.
2. Increase distribution efficiency and transparency to lower cost and minimize wastes.

Hi Julie, great to see another Chicago based initiative! I've always been super impressed by the work WCH has done and the recent Ogden hub is just phenomenal! We'd b interested in finding way to collaborate and bring your food and insights into the local stores. if you are ever interested in that model, please let us know. You can check out our vision here Creating an inclusive, continuous, fresh food distribution in Chicago