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Green Giants by E. Freya Williams

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CHAPTER 1

The Iconoclastic Leader

 

“These stories begin with one person saying I absolutely believe in this and I want this to happen.”

—Professor Lynda Gratton, London Business School

In 1999, a chef named Steve Ells visited a factory farm in Iowa that supplied his nascent 16-outlet restaurant chain—Chipotle—with pork for its signature burritos. He was fresh from a trip to Niman Ranch—an operation that aims to raise livestock traditionally, humanly, and sustainably—where he’d gone to learn more about better ways to raise meat. Ells did not like what he saw in Iowa, “grim” is a word he’s used to describe it. The stark contrast between Niman and the commodity farm had a profound effect on him. Ells recalls resolving then and there to pursue a ...

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