and the importance of what she calls conscious consumers some with "washington post" reporter chrissa thompson. >> host: take me back to the beginning. what were the origins? >> guest: >> host: did you have any idea this would become a the? >> guest: we had no idea of what would come of this fantastic journey. it's really what you said, the naive company to pass its guilt, that's really how it started, and then when we made the pledge to do it for a whole year, we thought maybe if we were to do this for a whole year the media might pick up on it and maybe we can in inject the conversation we keep having among ourselves and maybe we can touch everyday stories so there's a lot of maybes that we had no idea that number one the media would respond the way it did, the community would respond the way it did and that it is a result in the book that wonderful people like you are actually reading and revealing. so we didn't have any idea what we wanted it to come out of the book because we did it as an experiment so we wanted this to be as academically grounded as possible. a lot of folks have been tal