facing goliath: kimbal musk's challenge to industrial food

"There’s a nickname you’ve likely heard for the current industrial farming complex: 'big agriculture.' 'Big,' as in it dwarfs all the current alternatives and is driven by some of the most powerful capitalist forces in the world. It’s so complex that most of us cannot even begin to truly comprehend the 'big'-ness of it. That is, unless you’re Kimbal Musk.

 Photo by Lauren DeFilippo

Photo by Lauren DeFilippo

If the name sounds familiar, it might be because Musk and his brother Elon rank among the world’s most respected tech paragons. Since the 1990s, both brothers have been associated with headline-grabbing startups, with Musk personally advising on or investing in such ventures as Zip2 and PayPal. Yet in the early 2000s, his path began to diverge from the digital world to something more intimate and tangible: the business of food."

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