“But the consumer environment is tough, and this stuff is not cheap,” he added. “It’s going to take time to change cultural practices. It’s not going to happen

“But the consumer environment is tough, and this stuff is not cheap,” he added. “It’s going to take time to change cultural practices. It’s not going to happen overnight.” There's a hint of authoritarianism in that statement. 'change cultural practices' confers a sense of social engineering to the intent here. People don't like to be told what to eat. It has to be significantly better than the standard option.