We also have something called the 7 Food Principles which set the general business direction at IKEA Food—although there is a principle around animal welfare, my favourite one is actually “food is pleasure.” Consumers are so overloaded now with information on the dos/don’ts of sustainable consumption! I think part of our job is to ensure that they can pick up something in the Swedish food market, or dine in the Restaurant, or grab something in the bistro and simply feel good about it, without having to panic about where it was sourced, or what the working conditions were like, or how the animals were raised, etc. Food is such an intimate, enjoyable part of our lives—and making more sustainable or healthier choices shouldn’t be a barrier to this enjoyment!