In this episode, Charles speaks to Lily Bovey, Co-founder of GROUND – the ‘green red meat company’ about the timely launch of their new climate positive burger brand. Lily talks about the purpose of GROUND, what she’s setting out to do, why now is the right time, the principles of regenerative agriculture, what a ‘climate positive’ positioning means and her concerns about mis-information in food and farming. In addition, Lily shares her views on the scalability of regenerative practices in farming, the use of straight talking language and provocative branding in the communication of the message, her aspiration for consumers to make a positive choice to eat the foods that they love but without negatively impacting the environment and her hopes for the legacy of GROUND.'thefoodpeople in conversation with' is a series that features people, businesses, brands and entrepreneurs from across food and drink to find out more about why they do what they do, how they see the future, how in their way they are championing change and shifting the future of food and drink.For more on thefoodpeople, to find out about 'shifting the future of food & drink' or to join the TFP community visit  www.thefoodpeople.co.uk

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