there from geneva art i'd like to pull in now bruce friedrich he is executive director of the good food institute which is a u.s. based nonprofit that promotes plant based meat dairy and eggs as well as cultured meat and clean meat bruce welcome to the show we're talking about food this evening so i'm going to ask you what did you eat for breakfast this morning. as with every single morning i had a greens a smoothie made from fruits and nuts and. plant based milk essentially as low as coffee that's pretty much my breakfast every day ok very good role model and that's exactly what i predict it's a i could win the bet there let me ask you how do you read this new climate change report if we were all vegans would that solve a lot of our greenhouse gas problems. well yeah i mean. i think it's i think it's worth recognizing that the least climate change and do sing meat is chicken and according to the world resources institute it chicken causes or 8 times as much climate change per calorie of protein when compared to a lady who saw a and p. chippies and that sort of thing so the way we are producing m

chain transparency from food to fork, measures progress and celebrates institutional successes in shifting toward a value-based purchasing model. i want to thank the center for good food purchasing, teamsters joint council 7, spurs, and the mayor's office and task force, to support this further. departments have a strong commitment to healthy and sustainable food and have already taken steps to ensure good food processing. thank you also to supervisor hillary ronen for your support on the original resolution and for your support and your sponsorship of this hearing. the rest i submit. >> clerk: mr. president, seeing no other names on the roster, that concludes the introduction of new business. >> president yee: okay. let's go to -- i see that everybody knows -- public comment. >> clerk: this is the time for the public to comment on items within the substance matter jurisdiction of the board, including the minutes, item 61 through 65. public comment is not allowed where an item has been subject to public comment at a board committee. please direct your comments to the board as a whole and not individual members. if you're utilizing interpretation services, you'll

institute for food and agriculture. this is about an hour and ten minutes. >> good morning. were going to order. over two years ago, we kicked off the 2018 farmville, and the whole process was by holding that hearing at kansas city university. if humans later, we held a hearing in this room. we are from the united states department of agriculture officials. we heard about a critical role in agriculture researchers play throughout our country's history. we also heard about the research priorities for a 2018 farmville. the knees are certainly great. every day our producers are counter extreme weather just to name a few things. there are challenges with right to do so with minimal federal resources in an aging infrastructure. the united states produces the safest most affordable food in the world. ever and in crafting the agriculture and provement act of 2019, ranking member deborah safford and myself and i along with members of this committee recognize that we have to continue to build on the strong history of agriculture research in the united states. an enactment of the bill, the primary departm

good to a millennial. secondly, if anything there is a distrust of big institutions today. whether that's foodesn't necessarily play to your favor. a lot of people want to pick the product that's truly right for me. this is my benefit. this is the badge i wear. i learned about this from a friend or microsocial brand ambassador influencer. that in some ways is more interesting than knowing that it's sold around the world and a big company is marketing it. alix: to wrap it up, when you market your brand, how do you go out and do it? is it primarily to millennials? is it on radio? tv? social media? how does that strategy look? michael: when we are marketing farm and often snacks and our key message meaning we make veg yeas taste like cake. -- veggies taste like cake. we use brand ambassador or social influencers. they identify with our brand. they like the benefits. they are out there telling the story for us. and that is so much more powerful than us telling it ourselves. our second biggest way we market is actually through email. that we have a pretty strong database, we talk to people directly

institutions, members european union and others. what are you telling them is the greatest threat to food safety in europe? >> well, thanks, first of all and goodorning we would like to say that food -- i think we can say food has never been as safe as it is now thanks to many efforts by the member states, by food business, also by law enforcement and still there's nothing thing risk so we still have threats to food safety which are bacteria, viruses, micro toxins, which is toxins produced by funggy. but also antimicrobial resistance, which means the they're getting resistance to antibiotics which is big globally not just in europe. >> we've seen 28 different countries sharing information and best practices and you've end upped with this relative consistency across the entire trading bloc how can those lessons of cooperation do you think get expanded globally? how account eu take some of these best practices and force them to be shared with other regions of the world >> well, i think there's no way to force it that they would take over our european approach but i think what we saw in europe over the last 15 years is that the separation, the str