Food entrepreneur Kimbal Musk

– Real food is the opportunity of our century

Published June 21, 2016

Kimbal Musk backstage before entering the stage at EAT Stockholm Food Forum. Photo: Linus Sudahl-Djerf

Kimbal Musk, previously successful entrepreneur of Silicon Valley and brother of CEO and product architect of Tesla Motors, says “real food” now is taking the place of Internet for great business opportunities.

“People have had enough of industrialized processed food making them fat and hungry at the same time,” Kimbal Musk said at the EAT Stockholm Food Forum. “MacDonald’s is shutting down stores and sales of frozen food is collapsing.”

The outspoken Musk says nothing matters in industrialized food production but getting the price down. The productivity is driven by scale, chemicals and fossil fuels.

“Now people want real food,” he said.

According to Musk, Internet gives people easy access to information about food and what they eat, which is propelling the change.

Kimbal Musk moved to the US before the Internet boom, thinking he wanted to be a part of this opportunity.

“Now I want to be a part of the real food movement,” said Musk. “Real food nourishes the consumer, the farmer, the community and the planet.

According to Mush, the global software market is valued to $400 billons a year, while the global food market is ten times bigger.  

“Real food is the opportunity of our century,” said Musk. “Let’s go change the world.

«People have had enough of industrialized processed food making them fat and hungry at the same time.» Kimbal Musk

Learning Gardens for children

Kimbal Musk, a South African-born Canadian-American entrepreneur and environmentalist, have invested in several technology and food companies. He also co-founded The Kitchen Community, a non-profit organization that brings outdoor vegetable gardens called “Learning Gardens” to schoolyards and community.

Learning Gardens teach children an understanding of food, healthy eating, lifestyle choices and environment through lesson plans and activities that tie into existing school curriculum, such as math, science and literacy. The Kitchen Community has more than 240 Learning Gardens in schools across the USA.


Campaigning to give the next generation better food

The EAT Stockholm Food Forum 2016 gathered some of the most passionate advocates for the right of children to eat better.

Jamie Oliver, Campaigning chef

Laura Turner Seydel, Chairperson, Captain Planet Foundation.

Pia Alleslev, Mayor for Children, Copenhagen.

Dag Hvaring, EAT Senior Director of Partnerships.