The mission of IKEA is to create a better everyday life for the many people. I take this to heart in my own work—I’m not interested in good animal welfare or sustainable food production getting stuck in a niche market where only a small segment of the population benefits or has access to it. My goal is to consistently find a place for animal welfare as a core tenant of more sustainable food systems. This isn’t simple, as there are documented trade-offs—so I try and focus how animal welfare can connect to environmental or social issues to move the conversation forward, rather than not moving at all.