Kimbal Musk

“The problem with industrial food is zero transparency. The system thrives on the fact that there is no transparency.”

“The one lesson I've learned from technology and food is the only time you know you're doing the wrong thing is when you're doing what everyone else is doing.”

“If you're a commodity corn farmer in Iowa, you're locked into an infrastructure that keeps you a commodity corn farmer.”

“My goal is to go from the industrial food system toward a real food system where you understand what you are eating.”

“The idea behind fast food is great - people want convenience.”

“It is an interesting thing. Every time I try and stray from the path of food, I get whacked.”

“The reality is that we connect through food, and we have the opportunity to do it three times a day.”

“The question is not 'Why advertise in realtime?' The question is, 'Who are the brands and businesses that are going to be built off the realtime web?'”

“I want to make the school-garden movement work.”

“Nikola Tesla, one of Colorado's famous residents, always believed that the gasoline engine made no sense.”

“Advertisers really want to create ads that are relevant to the realtime experience.”

“We're moving to be more of a plant-based society.”

“I have always loved food, and for me, even if I was on a beach, I would be cooking food every day.”

“My advice for any entrepreneur or innovator is to get into the food industry in some form so you have a front-row seat to what's going on.”

“But for a few twists of fate, the gasoline engine we know today might have just been a small footnote in history.”

“I really believe that people don't have to eat healthy; they just have to know what they are eating, and then they'll eat better. That is really the movement we are behind.”

“Boulder was not the small town I had expected. It is a vivacious community of sophisticated people, who have the same aspirations and expectations you find in New York, Los Angeles and San Francisco.”

“Users are open to ads as long as they're relevant to their realtime experience.”

“Young people contact me all the time to articulate issues with the industrial food system, but they are frustrated by their perceived inability to do anything about it.”

“Growing up, I cooked in the house, and when I cooked, everyone would sit down and eat, and it was just kind of the way I connected with my family.”