Steve Mac 🇺🇸

@jamestrogers @johncoogan @jordihays @DylanAbruscato @tylercosgrove @RealProducerBen @tbpn This was a great segment. Expected to listen to a few minutes and click out and then ended up sitting through the whole thing. Fascinating stuff.

@MarcWeinbergWX W permission from Lisa Johnson here is the Morgantown tornado from the 165 exit ramp exit 26

Over a decade ago, founder of Apeel Sciences @jamestrogers began developing a natural method to increase the shelf life of fruits and vegetables. Since then, he's faced a relentless disinformation campaign from the food industry that ultimately locked him out of the US market and forced him to lay off hundreds of employees. The reason? Short shelf lives for produce mean more people waste food, and industrial food producers sell more. Here's our interview with James from the show today. TIMESTAMPS 01:20 — James' background in materials science, and why he decided to start Apeel 05:00 Early funding and initial starts and stops 07:13 Figuring out how to make produce last longer and developing time-lapse camera systems 08:29 The average apple eaten in the US is a year old; "farm-to-table" can be a huge misnomer 09:13 Why the American food industry is hostile to produce that lasts longer 12:53 How Apeel was forced into the European market 14:29 Apeel's breakthrough preserving the avocado 15:00 Industry pushback against Apeel 15:56 Scaling up production of Apeel 19:22 "Farm-to-table" and "organic" 21:05 Attacks from the food industry, getting dropped by all US retail clients, letting go 100s of employees 33:03 The state of Apeel today 35:53 What James would have done differently, if he knew a misinformation campaign would fundamentally derail his business 37:42 The pitfalls of going golden retriever mode 45:05 Offering bounties for forensic information on the disinformation campaign