Heineken fenced off part of a field to grow sustainable barley, showing how small concrete steps build momentum better than big redesigns. One speaker warns the enthusiasm around such initiatives might be mostly hype.
have to start. And I think I'll give you a very simple example. So Heineken, you know, the biggest global brewer there is, started by fencing off, you know, elements of a field to start to grow sustainable barley. And that's where they started. So I think that's a very good message. You just got to start, do something, pick something that's, you know, you can achieve, actually make progress, because then It starts to build momentum and take on a life of its own. But don't, don't go for the big bang. Don't go for some grand design. It's not going to work. And I think that's exactly what I think what Paul is saying as well.
Not to be negative, but honestly, in the last year I've seen it's, it's more of a hype.
