If you're a commodity corn farmer in Iowa, you're locked into an infrastructure that keeps you a commodity corn farmer.
The problem with industrial food is zero transparency. The system thrives on the fact that there is no transparency.
When you have the demand, you can change the government policies that create McDonald's and junk food.
A lot of people think about food as fuel, where you need to get nutrients in your body.
After my accident, the stuff that mattered was stuff that made a difference in the world, not the stuff that made money.
The best training ground in the world is Silicon Valley and the tech space.
Users are open to ads as long as they're relevant to their realtime experience.
My family were all entrepreneurs, including my parents and grandparents.
It's pretty rough in South Africa. It's a rough culture. Imagine rough - well, it's rougher than that.
Growing up, I cooked in the house, and when I cooked, everyone would sit down and eat, and it was just kind of the way I connected with my family.
Twenty-first-century food is going to be real food. Real food is food that is truly nourishing for the consumer, the community, and the planet.
We have been growing more food than we need since the '60s... what we have is a terrible distribution problem.
The hard part about following your purpose is the distraction everyone pulls you toward.
Tesla Motor's original business plan had a copy of a letter from Nikola Tesla from the late 19th century talking about the challenges inherent in gasoline engines and the promise of the electric engine.
People want real food. The demand for it is through the roof.
If you've ever done something you love and go do something you like, it's like chewing on sawdust.
Square Roots creates campuses of climate-controlled, indoor, hydroponic vertical farms, right in the hearts of our biggest cities.
We already solved the problem of feeding the world in the 1960s, when we started serving cheeseburgers.
I had this attitude, that Silicon Valley obnoxious attitude, that I know what I'm doing, and the rest was going to be pretty easy.
You should brine your turkey. Don't even think about not brining your turkey. Ever.
People always ask what kind of restaurant we have, and it's like a five-minute conversation. The short answer is, 'We're creating community through food.' That's the big idea we had, the product we're exporting. And it has paid off.
At Tesla, we don't go into a community and think we're going to sell one or two cars.
You bring people together with food. You connect them and tie the fabric of society together through food.
If you come to The Kitchen and get a pork chop with polenta, which is our kind of food - simple - there is only one way it should taste at The Kitchen.
I was totally humbled by how hard it is to create a product every day that needs to be made from scratch.
The problem is not actual number of calories we are producing - we have food waste issues. The problem is industrial food.
Microwave sales have plateaued as people realize that reheated TV dinners give us no joy.
We're social beings, and food is one of the things we can use three times a day to connect with family or with friends.
Building one garden in L.A. - it might be a nice gesture - but it won't make a difference. We have to start to change the culture of the community.
Anyone who thinks restaurants are hard should try working at a tech company.
As a South African, the idea of turkey was new to me. And confusing. It's about the least flavorful bird on the planet.
We want to replace all the T.G.I. Friday's, Applebee's - at a price point that is arguably even lower than those guys.
But for a few twists of fate, the gasoline engine we know today might have just been a small footnote in history.
Kids gave Elon a very hard time, and it had a huge impact on his life.
We want kids to value real food and understanding that it isn't just about feeding people but about nourishing the body, the community and the planet.
Back in 1995, I saw an incredible wave coming. The Internet. I knew I needed to be a part of it no matter what I did.
Everyone has to eat, so the opportunities in the space are incredible.
Using realtime ads, even mortgage companies can create ads that matter to you right now.
After I broke my neck, I began thinking more about The Kitchen: How can we come up with some way to make real food more affordable? Food that's locally-grown, if possible, fundamentally nourishing to the body, nourishing to the planet.
My goal is to go from the industrial food system toward a real food system where you understand what you are eating.
Let's get government support for farmers to make the transition to organic.
My brother is about energy. SpaceX is his passion, and I love being a part of that company. Energy is where he spends a lot of his time and thinking in terms of having an impact on the world.
I'm going to work on food culture and help food become fun and part of peoples' lives again. The traditional restaurant is more commercial-oriented. But I want community through food.
The Kitchen, which my wife and I opened with our friend and amazing chef Hugo Matheson, was quickly recognized as the pioneer in 'green' restaurants across the country.