[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:16.21,0:00:19.23,Default,,0000,0000,0000,,Sometimes, it really does feel like\Nwe need a revolution
Dialogue: 0,0:00:19.23,0:00:22.66,Default,,0000,0000,0000,,when we think about\Nthe challenges we face today:
Dialogue: 0,0:00:22.66,0:00:25.88,Default,,0000,0000,0000,,debt crisis, political stalemates,
Dialogue: 0,0:00:26.52,0:00:29.46,Default,,0000,0000,0000,,energy, the environment,
Dialogue: 0,0:00:29.80,0:00:32.35,Default,,0000,0000,0000,,the food we're feeding our families.
Dialogue: 0,0:00:32.96,0:00:35.61,Default,,0000,0000,0000,,But I don't think\Nwe should be discouraged.
Dialogue: 0,0:00:35.62,0:00:38.81,Default,,0000,0000,0000,,And today I'm going to talk\Nabout the story of BrightFarms.
Dialogue: 0,0:00:38.81,0:00:41.78,Default,,0000,0000,0000,,But I also want this to be an example -
Dialogue: 0,0:00:41.78,0:00:46.27,Default,,0000,0000,0000,,an example for us as leaders,\Nas activists and as citizens,
Dialogue: 0,0:00:46.27,0:00:48.74,Default,,0000,0000,0000,,an example for how we can think about
Dialogue: 0,0:00:48.74,0:00:52.58,Default,,0000,0000,0000,,how some of our generation's\Ngreatest problems, greatest challenges
Dialogue: 0,0:00:52.58,0:00:56.96,Default,,0000,0000,0000,,can be converted into some\Nof our greatest business opportunities.
Dialogue: 0,0:00:57.54,0:00:59.64,Default,,0000,0000,0000,,I want to start\Nby looking back a little bit.
Dialogue: 0,0:00:59.64,0:01:02.93,Default,,0000,0000,0000,,I want you to raise your hand\Nif you were working in the food industry
Dialogue: 0,0:01:02.93,0:01:04.07,Default,,0000,0000,0000,,five years ago.
Dialogue: 0,0:01:05.23,0:01:06.88,Default,,0000,0000,0000,,Wow! A lot - more than half.
Dialogue: 0,0:01:06.88,0:01:08.67,Default,,0000,0000,0000,,We're going to need that experience.
Dialogue: 0,0:01:08.68,0:01:09.88,Default,,0000,0000,0000,,Five years ago, I wasn't.
Dialogue: 0,0:01:09.88,0:01:12.91,Default,,0000,0000,0000,,Five years ago, I was running a business
Dialogue: 0,0:01:12.91,0:01:18.15,Default,,0000,0000,0000,,that improved the supply chains\Nof big retailers and their suppliers.
Dialogue: 0,0:01:18.15,0:01:19.81,Default,,0000,0000,0000,,I had a singular goal
Dialogue: 0,0:01:19.81,0:01:25.82,Default,,0000,0000,0000,,which was to maximize the efficiencies\Nof systems that brought goods to stores.
Dialogue: 0,0:01:26.09,0:01:31.35,Default,,0000,0000,0000,,And let me tell you, I am programmed\Nto live, breathe and, yes, eat efficiency.
Dialogue: 0,0:01:31.35,0:01:33.73,Default,,0000,0000,0000,,I have a license plate\Nthat reads "Efficient."
Dialogue: 0,0:01:33.73,0:01:34.78,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:01:34.78,0:01:36.21,Default,,0000,0000,0000,,It's true. I do.
Dialogue: 0,0:01:39.17,0:01:43.65,Default,,0000,0000,0000,,When I followed my passion\Nand came into the food industry
Dialogue: 0,0:01:43.65,0:01:46.86,Default,,0000,0000,0000,,and dug into the produce supply chain,
Dialogue: 0,0:01:46.86,0:01:51.46,Default,,0000,0000,0000,,I encountered a system\Nthat was at odds with itself.
Dialogue: 0,0:01:51.74,0:01:57.75,Default,,0000,0000,0000,,Our produce supply chain\Nis incredibly efficient and inefficient
Dialogue: 0,0:01:57.75,0:01:59.57,Default,,0000,0000,0000,,all at the same time.
Dialogue: 0,0:01:59.57,0:02:02.22,Default,,0000,0000,0000,,First, here's how it's efficient.
Dialogue: 0,0:02:02.22,0:02:06.22,Default,,0000,0000,0000,,It produces huge quantities\Nof food at low prices.
Dialogue: 0,0:02:06.66,0:02:09.01,Default,,0000,0000,0000,,And here's how it's inefficient.
Dialogue: 0,0:02:09.01,0:02:13.54,Default,,0000,0000,0000,,Our fresh produce\Nholds up to travel great,
Dialogue: 0,0:02:13.54,0:02:17.28,Default,,0000,0000,0000,,but it can't uphold taste at all.
Dialogue: 0,0:02:17.28,0:02:21.12,Default,,0000,0000,0000,,In fact, we grow produce for travel\Nand not for eating.
Dialogue: 0,0:02:21.47,0:02:27.48,Default,,0000,0000,0000,,The system breeds foodborne illness,\Nand it's killing our environment.
Dialogue: 0,0:02:27.99,0:02:32.78,Default,,0000,0000,0000,,Our fresh produce supply chain\Nis industrialized and centralized
Dialogue: 0,0:02:32.78,0:02:38.100,Default,,0000,0000,0000,,to the point that it's an enormous\Nconsumer of land, of water, of crude oil
Dialogue: 0,0:02:38.100,0:02:40.58,Default,,0000,0000,0000,,and natural gas.
Dialogue: 0,0:02:40.58,0:02:43.43,Default,,0000,0000,0000,,The more I learned,\Nthe more I came to realize
Dialogue: 0,0:02:43.43,0:02:46.37,Default,,0000,0000,0000,,that for all the good intentions\Nto feed the world,
Dialogue: 0,0:02:46.37,0:02:50.21,Default,,0000,0000,0000,,parts of our food supply chain\Naren't merely inefficient -
Dialogue: 0,0:02:50.21,0:02:51.69,Default,,0000,0000,0000,,they're toxic.
Dialogue: 0,0:02:52.10,0:02:56.31,Default,,0000,0000,0000,,If TED is about inspiration -\Nwell, I was inspired.
Dialogue: 0,0:02:56.31,0:02:59.89,Default,,0000,0000,0000,,I was inspired to rethink\Nthe produce supply chain.
Dialogue: 0,0:02:59.89,0:03:01.09,Default,,0000,0000,0000,,I was more than inspired.
Dialogue: 0,0:03:01.09,0:03:05.15,Default,,0000,0000,0000,,I was compelled to develop\Nan alternative supply chain:
Dialogue: 0,0:03:05.53,0:03:07.94,Default,,0000,0000,0000,,one that eliminated these inefficiencies
Dialogue: 0,0:03:07.94,0:03:14.84,Default,,0000,0000,0000,,and that prioritized farmers,\Nquality food, our health, the environment
Dialogue: 0,0:03:16.07,0:03:20.07,Default,,0000,0000,0000,,and still produced large quantities\Nof food at low prices.
Dialogue: 0,0:03:21.21,0:03:23.33,Default,,0000,0000,0000,,I want to make a full stop\Nhere for a second.
Dialogue: 0,0:03:23.33,0:03:27.54,Default,,0000,0000,0000,,I want to ask each one of you\Nto visualize the best tomato
Dialogue: 0,0:03:27.54,0:03:29.20,Default,,0000,0000,0000,,you've had in the last year.
Dialogue: 0,0:03:29.68,0:03:31.00,Default,,0000,0000,0000,,Do you have it?
Dialogue: 0,0:03:31.18,0:03:35.72,Default,,0000,0000,0000,,I want you to raise your hand\Nif it came from a supermarket.
Dialogue: 0,0:03:36.78,0:03:38.10,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:03:39.48,0:03:41.45,Default,,0000,0000,0000,,I can't believe that there's really zero.
Dialogue: 0,0:03:41.45,0:03:42.46,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:03:42.46,0:03:45.90,Default,,0000,0000,0000,,Although I am not surprised that it\Nwould've at least been close to zero.
Dialogue: 0,0:03:45.90,0:03:48.77,Default,,0000,0000,0000,,People typically visualize\Nthe tomato from farmers' markets -
Dialogue: 0,0:03:48.77,0:03:49.92,Default,,0000,0000,0000,,probably a lot of that -
Dialogue: 0,0:03:49.92,0:03:51.89,Default,,0000,0000,0000,,gardens and restaurants.
Dialogue: 0,0:03:51.89,0:03:57.45,Default,,0000,0000,0000,,Virtually nobody, or perhaps in this case,\Nliterally nobody says supermarkets,
Dialogue: 0,0:03:57.45,0:04:01.84,Default,,0000,0000,0000,,even when I asked that question\Nof supermarket executives.
Dialogue: 0,0:04:01.84,0:04:03.25,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:04:04.61,0:04:06.01,Default,,0000,0000,0000,,I'm serious.
Dialogue: 0,0:04:06.57,0:04:11.25,Default,,0000,0000,0000,,The tomato I visualized\Nwas produced by a six-year-old,
Dialogue: 0,0:04:11.25,0:04:14.99,Default,,0000,0000,0000,,my beautiful daughter Emilia,\Nin our kitchen garden.
Dialogue: 0,0:04:15.46,0:04:22.09,Default,,0000,0000,0000,,Emilia and I like to discuss how the most\Nimportant ingredient in food is love
Dialogue: 0,0:04:22.60,0:04:26.27,Default,,0000,0000,0000,,and how you find love in the food\Nthat someone grows or prepares
Dialogue: 0,0:04:26.27,0:04:29.30,Default,,0000,0000,0000,,for someone they care about personally.
Dialogue: 0,0:04:30.77,0:04:36.88,Default,,0000,0000,0000,,Emilia's tomato that I'm visualizing\Nand the tomatoes she grows in the garden
Dialogue: 0,0:04:36.88,0:04:39.18,Default,,0000,0000,0000,,look a lot like this tomato.
Dialogue: 0,0:04:39.18,0:04:42.73,Default,,0000,0000,0000,,And the tomato I visualized\Nwas bursting with flavor;
Dialogue: 0,0:04:42.73,0:04:44.68,Default,,0000,0000,0000,,it was bursting with love.
Dialogue: 0,0:04:45.00,0:04:46.41,Default,,0000,0000,0000,,And this tomato?
Dialogue: 0,0:04:48.78,0:04:50.04,Default,,0000,0000,0000,,Sucks!
Dialogue: 0,0:04:50.04,0:04:51.38,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:04:54.54,0:04:56.82,Default,,0000,0000,0000,,I'm serious. That tomato was awful.
Dialogue: 0,0:04:56.82,0:04:58.68,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:05:00.36,0:05:03.71,Default,,0000,0000,0000,,It was organic. It was expensive.
Dialogue: 0,0:05:04.25,0:05:08.36,Default,,0000,0000,0000,,We bought it at a fancy supermarket\Nnot far from here.
Dialogue: 0,0:05:08.92,0:05:11.33,Default,,0000,0000,0000,,So why does it lack taste?
Dialogue: 0,0:05:11.33,0:05:13.77,Default,,0000,0000,0000,,And nutrition too, by the way -\Nthey run together.
Dialogue: 0,0:05:13.77,0:05:18.20,Default,,0000,0000,0000,,And what does that tell us about\Nthe supermarket tomatoes and lettuces
Dialogue: 0,0:05:18.20,0:05:21.60,Default,,0000,0000,0000,,that we're buying\Nand feeding to our families?
Dialogue: 0,0:05:22.50,0:05:26.12,Default,,0000,0000,0000,,These tomatoes\Nare international travelers.
Dialogue: 0,0:05:26.12,0:05:30.34,Default,,0000,0000,0000,,They bounced here to New York\Nfrom Mexico in a 53-foot truck.
Dialogue: 0,0:05:30.62,0:05:32.12,Default,,0000,0000,0000,,No wonder they suck.
Dialogue: 0,0:05:34.61,0:05:38.01,Default,,0000,0000,0000,,That's typical, by the way,\Nfor US supermarket tomatoes in the winter.
Dialogue: 0,0:05:38.01,0:05:43.60,Default,,0000,0000,0000,,Did you know that nearly 100 percent\Nof supermarket lettuces in the US
Dialogue: 0,0:05:43.60,0:05:45.20,Default,,0000,0000,0000,,come from just two places?
Dialogue: 0,0:05:45.20,0:05:49.99,Default,,0000,0000,0000,,Near Salinas, California, in the summer\Nand Yuma, Arizona, in the winter.
Dialogue: 0,0:05:50.41,0:05:54.77,Default,,0000,0000,0000,,These lettuces travel 3,000 miles\Nto reach the local grocery store here.
Dialogue: 0,0:05:54.77,0:05:59.05,Default,,0000,0000,0000,,It's no surprise that lettuce is prone\Nto rotting before it's purchased
Dialogue: 0,0:05:59.05,0:06:01.12,Default,,0000,0000,0000,,or right when people bring it home.
Dialogue: 0,0:06:01.12,0:06:03.82,Default,,0000,0000,0000,,This causes huge losses for supermarkets,
Dialogue: 0,0:06:03.82,0:06:08.02,Default,,0000,0000,0000,,and it makes my wife,\Nwho loves fresh baby spinach, unhappy,
Dialogue: 0,0:06:08.02,0:06:09.41,Default,,0000,0000,0000,,which makes me unhappy.
Dialogue: 0,0:06:09.41,0:06:10.52,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:06:10.91,0:06:15.39,Default,,0000,0000,0000,,Produce executives, produce buyers,\Nthey don't want this.
Dialogue: 0,0:06:15.39,0:06:19.03,Default,,0000,0000,0000,,They've actually got families of their own\Nthat they're feeding with produce,
Dialogue: 0,0:06:19.03,0:06:20.19,Default,,0000,0000,0000,,and they're good people.
Dialogue: 0,0:06:20.19,0:06:22.96,Default,,0000,0000,0000,,But they're not just good people -\Nthey're business people.
Dialogue: 0,0:06:22.96,0:06:25.37,Default,,0000,0000,0000,,They want to bring you quality produce,
Dialogue: 0,0:06:25.37,0:06:29.76,Default,,0000,0000,0000,,but they need to buy large quantities\Nof produce at low prices.
Dialogue: 0,0:06:29.76,0:06:32.24,Default,,0000,0000,0000,,And right now, there's only\None option for that,
Dialogue: 0,0:06:32.24,0:06:36.01,Default,,0000,0000,0000,,which is our industrialized\Nand centralized food system.
Dialogue: 0,0:06:37.25,0:06:41.30,Default,,0000,0000,0000,,Incrementalism isn't going to do it.
Dialogue: 0,0:06:41.68,0:06:45.46,Default,,0000,0000,0000,,Moving food faster or better\Nthrough this system
Dialogue: 0,0:06:46.30,0:06:48.03,Default,,0000,0000,0000,,isn't going to solve these problems.
Dialogue: 0,0:06:48.03,0:06:52.50,Default,,0000,0000,0000,,It's time for a revolution\Nin the produce supply chain.
Dialogue: 0,0:06:52.50,0:06:59.39,Default,,0000,0000,0000,,Can you imagine a revolutionary new system\Nthat had fewer miles, fewer trucks,
Dialogue: 0,0:06:59.39,0:07:01.63,Default,,0000,0000,0000,,fewer tasteless tomatoes,
Dialogue: 0,0:07:01.63,0:07:07.28,Default,,0000,0000,0000,,that had less foodborne illness,\Nless crude oil and less rotting lettuces?
Dialogue: 0,0:07:07.28,0:07:09.99,Default,,0000,0000,0000,,Can you imagine\Na revolutionary supply chain
Dialogue: 0,0:07:09.99,0:07:12.06,Default,,0000,0000,0000,,where we went back to our roots
Dialogue: 0,0:07:12.06,0:07:15.65,Default,,0000,0000,0000,,and grew and sold produce\Nin the same community
Dialogue: 0,0:07:15.65,0:07:21.07,Default,,0000,0000,0000,,by a farmer who, like Emilia,\Ngrew for taste instead of for travel?
Dialogue: 0,0:07:21.07,0:07:23.13,Default,,0000,0000,0000,,And maybe even with a little bit of love.
Dialogue: 0,0:07:23.13,0:07:24.76,Default,,0000,0000,0000,,You think that'll be better?
Dialogue: 0,0:07:25.58,0:07:27.05,Default,,0000,0000,0000,,Do you think that'll be better?
Dialogue: 0,0:07:27.05,0:07:28.19,Default,,0000,0000,0000,,(Audience) Yes.
Dialogue: 0,0:07:28.19,0:07:29.72,Default,,0000,0000,0000,,We think so at BrightFarms too.
Dialogue: 0,0:07:29.72,0:07:31.04,Default,,0000,0000,0000,,And you know who else does?
Dialogue: 0,0:07:31.04,0:07:33.76,Default,,0000,0000,0000,,Produce buyers\Nat supermarkets, they do too.
Dialogue: 0,0:07:33.76,0:07:36.58,Default,,0000,0000,0000,,In fact, nearly 20 percent\Nof the top 50 US supermarkets
Dialogue: 0,0:07:36.58,0:07:38.52,Default,,0000,0000,0000,,are already working with BrightFarms
Dialogue: 0,0:07:38.52,0:07:42.02,Default,,0000,0000,0000,,to try to make this revolutionary\Nnew system a reality.
Dialogue: 0,0:07:42.24,0:07:45.86,Default,,0000,0000,0000,,The industry is reacting\Nwith huge enthusiasm.
Dialogue: 0,0:07:45.86,0:07:51.42,Default,,0000,0000,0000,,Produce buyers sincerely want to bring \Ngreat food at great prices
Dialogue: 0,0:07:51.42,0:07:52.46,Default,,0000,0000,0000,,to their customers.
Dialogue: 0,0:07:52.46,0:07:54.38,Default,,0000,0000,0000,,They just need a better option.
Dialogue: 0,0:07:54.85,0:07:57.92,Default,,0000,0000,0000,,So, how is BrightFarms going to do this?\NWhat are we doing?
Dialogue: 0,0:07:57.92,0:08:01.62,Default,,0000,0000,0000,,How are we going to bring\Nlarge quantities of food at low prices
Dialogue: 0,0:08:01.62,0:08:04.45,Default,,0000,0000,0000,,that's better quality\Nand better for the environment?
Dialogue: 0,0:08:04.45,0:08:07.08,Default,,0000,0000,0000,,It sounds hard, but the answer\Nis surprisingly simple.
Dialogue: 0,0:08:07.08,0:08:09.78,Default,,0000,0000,0000,,We're building greenhouse farms,
Dialogue: 0,0:08:09.78,0:08:13.15,Default,,0000,0000,0000,,but it's how we're building them\Nand where we're building that matters.
Dialogue: 0,0:08:13.15,0:08:14.94,Default,,0000,0000,0000,,We're building them at supermarkets,
Dialogue: 0,0:08:14.94,0:08:17.59,Default,,0000,0000,0000,,on their roofs,\Nat their distribution centers
Dialogue: 0,0:08:17.59,0:08:20.54,Default,,0000,0000,0000,,and always in their communities.
Dialogue: 0,0:08:20.54,0:08:22.97,Default,,0000,0000,0000,,BrightFarms provides a turnkey solution.
Dialogue: 0,0:08:23.43,0:08:28.86,Default,,0000,0000,0000,,We finance it, we build it, we manage it\Nfor our supermarket clients
Dialogue: 0,0:08:28.86,0:08:33.39,Default,,0000,0000,0000,,in a way that cuts time, distance\Nand costs from the produce supply chain.
Dialogue: 0,0:08:33.39,0:08:37.00,Default,,0000,0000,0000,,We're building hydroponic,\Nrecirculating greenhouses
Dialogue: 0,0:08:37.00,0:08:41.95,Default,,0000,0000,0000,,and recruiting farmers across the country\Nto bring better produce to everybody.
Dialogue: 0,0:08:42.62,0:08:43.90,Default,,0000,0000,0000,,Here's how the deal works.
Dialogue: 0,0:08:43.90,0:08:47.64,Default,,0000,0000,0000,,We put up the money,\Nwe build the facility,
Dialogue: 0,0:08:47.92,0:08:51.81,Default,,0000,0000,0000,,we find, we nurture, we support,\Nwe train the local farmer.
Dialogue: 0,0:08:51.81,0:08:55.81,Default,,0000,0000,0000,,The supermarket is required\Nto put up zero investment.
Dialogue: 0,0:08:55.81,0:08:59.42,Default,,0000,0000,0000,,They merely commit to buying\Nproduce that's better.
Dialogue: 0,0:09:00.14,0:09:01.78,Default,,0000,0000,0000,,That's not enough, by the way.
Dialogue: 0,0:09:01.78,0:09:06.09,Default,,0000,0000,0000,,Zero investment\Nand better produce on their own
Dialogue: 0,0:09:06.09,0:09:07.77,Default,,0000,0000,0000,,doesn't satisfy their requirements.
Dialogue: 0,0:09:07.77,0:09:09.81,Default,,0000,0000,0000,,There's another factor,\Nwhich is the price.
Dialogue: 0,0:09:09.81,0:09:12.45,Default,,0000,0000,0000,,If we can't meet or beat\Ncurrent market pricing,
Dialogue: 0,0:09:12.45,0:09:15.42,Default,,0000,0000,0000,,this is going to remain\Na fringe initiative.
Dialogue: 0,0:09:15.42,0:09:17.18,Default,,0000,0000,0000,,And I'm not interested in the fringe.
Dialogue: 0,0:09:17.18,0:09:19.34,Default,,0000,0000,0000,,I am interested in making a difference.
Dialogue: 0,0:09:19.34,0:09:22.29,Default,,0000,0000,0000,,But we can meet or beat existing prices.
Dialogue: 0,0:09:22.29,0:09:26.19,Default,,0000,0000,0000,,We do it by having a shorter\Nand simpler supply chain.
Dialogue: 0,0:09:27.41,0:09:33.35,Default,,0000,0000,0000,,More than half the cost\Nof this lettuce isn't the lettuce -
Dialogue: 0,0:09:33.35,0:09:38.29,Default,,0000,0000,0000,,it's the long and complex supply chain\Nthat gets it to your local grocery store.
Dialogue: 0,0:09:38.29,0:09:41.75,Default,,0000,0000,0000,,We simply operate without that long\Nand complex supply chain,
Dialogue: 0,0:09:41.75,0:09:45.92,Default,,0000,0000,0000,,so we have lower operating costs\Nthan the traditional industry.
Dialogue: 0,0:09:45.92,0:09:50.68,Default,,0000,0000,0000,,We can sell at low enough prices\Nto meet or beat current market prices.
Dialogue: 0,0:09:51.17,0:09:55.17,Default,,0000,0000,0000,,This is a case where less is truly more.
Dialogue: 0,0:09:56.19,0:09:58.11,Default,,0000,0000,0000,,So, is our business model working?
Dialogue: 0,0:09:58.11,0:09:59.13,Default,,0000,0000,0000,,It is.
Dialogue: 0,0:09:59.13,0:10:00.83,Default,,0000,0000,0000,,We actually just recently announced\N
Dialogue: 0,0:10:00.83,0:10:03.30,Default,,0000,0000,0000,,the industry's first\Nlong-term produce agreement.
Dialogue: 0,0:10:03.30,0:10:06.25,Default,,0000,0000,0000,,It's with a great supermarket\Ncalled McCaffrey's.
Dialogue: 0,0:10:06.25,0:10:10.13,Default,,0000,0000,0000,,We're building them a greenhouse\Nat their store in Yardley, Pennsylvania.
Dialogue: 0,0:10:10.13,0:10:12.84,Default,,0000,0000,0000,,And I want all of you to go there\Nand check it out.
Dialogue: 0,0:10:12.84,0:10:16.41,Default,,0000,0000,0000,,Jim McCaffrey, like many\Nsupermarket executives,
Dialogue: 0,0:10:16.41,0:10:19.17,Default,,0000,0000,0000,,cares deeply about his customers.
Dialogue: 0,0:10:19.76,0:10:22.70,Default,,0000,0000,0000,,He's not just a great businessman.
Dialogue: 0,0:10:22.70,0:10:24.33,Default,,0000,0000,0000,,He's a visionary as well.
Dialogue: 0,0:10:24.33,0:10:28.52,Default,,0000,0000,0000,,And he had a vision to commit\Nto a revolutionary new system
Dialogue: 0,0:10:28.52,0:10:33.19,Default,,0000,0000,0000,,that's bringing better tomatoes\Nand consistent, fantastic lettuces
Dialogue: 0,0:10:33.19,0:10:36.34,Default,,0000,0000,0000,,to his store shelves\Non the day that they're picked.
Dialogue: 0,0:10:37.00,0:10:41.47,Default,,0000,0000,0000,,And by the way, we care\Nabout McCaffrey's customers
Dialogue: 0,0:10:41.47,0:10:42.87,Default,,0000,0000,0000,,as much as Jim does.
Dialogue: 0,0:10:42.87,0:10:46.43,Default,,0000,0000,0000,,We're not going to be anonymous,\N3,000 miles away.
Dialogue: 0,0:10:46.43,0:10:49.24,Default,,0000,0000,0000,,Our farmer won't be 3,000 miles away.
Dialogue: 0,0:10:49.24,0:10:52.31,Default,,0000,0000,0000,,He'll be three blocks away from the store.
Dialogue: 0,0:10:52.31,0:10:53.46,Default,,0000,0000,0000,,He'll be living,
Dialogue: 0,0:10:53.46,0:10:58.10,Default,,0000,0000,0000,,sending his kids to school,\Ncreating jobs and growing produce
Dialogue: 0,0:10:58.10,0:11:00.85,Default,,0000,0000,0000,,in the same community\Nas McCaffrey's customers
Dialogue: 0,0:11:00.85,0:11:04.41,Default,,0000,0000,0000,,and shopping in the same produce aisles\Nright there with them.
Dialogue: 0,0:11:05.65,0:11:11.15,Default,,0000,0000,0000,,When we started - earlier, I said\Nthat TED Talks were about inspiration.
Dialogue: 0,0:11:12.18,0:11:15.45,Default,,0000,0000,0000,,I've been inspired by many of you here\Ntoday, and I thank you for it.
Dialogue: 0,0:11:15.45,0:11:18.96,Default,,0000,0000,0000,,And I hope I've had the chance\Nto inspire some of you as well,
Dialogue: 0,0:11:18.96,0:11:23.80,Default,,0000,0000,0000,,inspire you to not be discouraged\Nby the problems you're facing
Dialogue: 0,0:11:24.25,0:11:27.13,Default,,0000,0000,0000,,with the supply chains\Nin which you feel like you're stuck,
Dialogue: 0,0:11:27.13,0:11:29.75,Default,,0000,0000,0000,,but instead, to think\Nabout these challenges
Dialogue: 0,0:11:29.75,0:11:32.80,Default,,0000,0000,0000,,as opportunities to start\Nyour own revolutions.
Dialogue: 0,0:11:32.80,0:11:34.14,Default,,0000,0000,0000,,And in our case,
Dialogue: 0,0:11:34.14,0:11:38.52,Default,,0000,0000,0000,,a revolutionary opportunity\Nto bring our society produce
Dialogue: 0,0:11:38.52,0:11:42.91,Default,,0000,0000,0000,,that's safer, healthier, tastier,\Nbetter for the environment
Dialogue: 0,0:11:42.91,0:11:46.90,Default,,0000,0000,0000,,and bursting with the most important\Ningredient of all: love.
Dialogue: 0,0:11:46.90,0:11:48.72,Default,,0000,0000,0000,,(Applause)