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our food pals at LYFE Kitchen are in the new issue of WIRED Magazine!
here's an edited excerpt of my favorite parts + quotes:
Mike Roberts, cofounder + chief executive of Lyfe Kitchen, was president + chief operating officer of McDonald's. Now he's healing our future with food.
"We're in the middle of the first stage of the food revolution," Mike says. "I'm dreaming of a place where science, medicine, producers, farmers, and restaurateurs meet to say we are on a journey together."
WIRED: "Lyfe Kitchen, a soon-to-be-chain of restaurants might just shift the calculus of American cuisine. At Lyfe Kitchen (the name is an acronym for Love Your Food Everyday), all the cookies shall be dairy-free, all the beef from grass-fed, humanely raised cows. At Lyfe Kitchen there shall be no butter, no cream, no white sugar, no white flour, no high-fructose corn syrup, no GMOs, no trans fats, no additives... Lyfe's ambition is to open hundreds of restaurants around the country, in the span of just five years.
Yes, for the moment the only Lyfe Kitchen is in Palo Alto. It opened less than a year ago as a sort of prototype. But imagine tens of millions of local, sustainable gourmet meals, served with the efficiency and economy that one expects from a national fast-food chain. Such a feat of feeding has never before been attempted, and if Lyfe Kitchen succeeds, the results will reverberate far beyond our stomachs.
Lyfe's aim is not just to build a radically sustainable, healthy brand of fast food. The hope is to transform the way the world produces organic ingredients, doing for responsibly grown meat and veggies what McDonald's did for factory-farmed beef. These days, the utopian vision of responsible agriculture is premised on a return to small and slow. If Roberts is right: The nirvana of eco-gastronomy may at long last be attained, but only thanks to the efficiencies of supply-chain management.
As McDonald's metastasized across America during the 1960s, US farmers weren't prepared to supply it and its competitors at the staggering scale that they reached during the 1970s. The rise of fast food transformed the entire world agricultural system, in many ways for the worse. If a sustainable-food chain could achieve even a fraction of McDonald's growth today, then the whole system might shift again, this time for the better...
finish this wonderful story on WIRED
by ~mod*mom~ at 24.7.12 Â©