Mike Roberts, former president and chief operating officer of McDonalds, has set his sights on the health food market. He hopes to open hundreds of Lyfe Kitchen outposts across the US over the next five years:
Lyfe’s aim is not just to build a radically sustainable, healthy brand of fast food. The former Golden Archers hope to transform the way the world produces organic ingredients, doing for responsibly grown meat and veggies what McDonald’s did for factory-farmed beef. These days, the utopian vision of responsible agriculture is premised on a return to small and slow. If Roberts is right, though, we’ll have to swallow a paradox as preposterous as a vegan Whopper: The nirvana of eco-gastronomy may at long last be attained, but only thanks to the efficiencies of supply-chain management.
The Dish 