“You never change things by fighting against the existing reality. To change something, build a new model that makes the old model obsolete.”
- Buckminster Fuller
Hey Starter fam,

This month, I had to do something different. A moment to pause and go deeper. My desire with this publication is to tell the stories of food companies that are successfully operating as triple bottom line businesses. To learn from each other, to be inspired by one another. To share my own journey building a food business that can be harmonious with the planet.

We as food founders have a direct line to our customers relationship to the earth through what we eat multiple times a day. We have the responsibly to shift our industry and show it can work.

We have to radically change our relationship with the earth in a very short period of time. That means we have to rapidly exchange ideas about what is working and take action. This publication has been a place to document for me the process of building a company founded on regenerative principles and the importance of creative play. As Bucky said, we cannot create a better future in this moment of crisis if all we do is pay attention to the destruction and fight our current model. Staying in a creative place during this moment of crisis is how we can imagine and create a better world.

In the words of Greta, we need to change everything. 

The change needs to happen drastically and fast. Sometimes I feel like David Foster Wallace's, the fish in water. Born in a country where consumer capitalism feeds a sick cycle of taking more and more and more. But I am so deep in it, can I truly see how it shapes every behavior?

My vision was founding a company with regenerative values, and do it within the framework of consumer capitalism. Change from the inside out. But Greta’s words are making me pause. Perhaps it’s exactly the right path, but the notion of the need to change everything fast and doing the impossible is causing me to wonder if I am changing enough. 

What do you think? Can we change the system from the inside, out? Or do we need to create an entirely different system? Or maybe both?

I’d love to hear your thoughts. I want Starter to be a place that is supporting the change necessary. Hit reply, and say hello and let me know what you are doing/thinking. I want YOUR ideas. 

With hope,
Emily LaFave Olson
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