There’s a genuine need to reduce our consumption, increase our health and improve our diet. On a global scale this can’t be done alone. We developed an idea based on some hard truths, created a positioning and invited people and brands to be a part of a movement, with the view of changing habits. Creating more healthy eating moments and demonstrating the positive improvements on the people and the planet with a focus on the end consumer was the start of something truly world changing throughout the food production and consumption value chain – are you ready to join our movement?