If we really want to see the kind of wide consumer behavior change that we're all talking about as environmentalists and food people, maybe we just need to ditch the term "consumer" and get behind the people who are doing stuff.
Om vi verkligen vill se den breda förändring i konsumentbeteende som vi alla pratar om som miljöaktivister och matmänniskor kanske vi måste dumpa termen "konsument" och ställa oss bakom de som gör saker.