First, we have learned to see that food is not a ghetto, it is a door. You can use food to talk about the environment. You can use food to talk about culture. You can use food to talk about politics. And people took a good hard look at how their food was being produced, and they didn’t like what they saw. They didn’t like the way chemicals were being used on apples, and they didn’t like the fact that we were feeding cows to cows. But what’s driving it now is not just fear but pleasure—people have found that food gives them a lot, it gives them things that they aren’t getting elsewhere in their lives.