Big food, small food

For selling food has always been about health and trust; no purchase or sale has greater consequence

Itu Chaudhuri

If this hasn’t happened to you, make it happen. Go to a shiny modern retail store near you, and stroll the juice shelves. Your eye is caught by a glass bottle with a metal cap, a mini-replica of the milk bottles of your youth. You take in the charmingly “un”-designed bottle. Austere titling identifies the grass-green juice as cold-pressed Mojoberry, wild-sourced and full of natural antioxidants. Mixed only with spring water, it promotes healthy metabolism, and is plucked by Melgrovian gatherer communities. Like it? Yes, especially when you learn that 1% of gross sales go ...