ON WHY WE NEED TO SCRAP SUSTAINABILITY. Over the last 11 years or so, I’ve been talking about sustainability — how there are simple steps to take, how every little helps, and how like charity, regardless of the motivations, it’s always positive. And as a biologist, and a passionate innovator, I championed the need, and the benefits — from impact, to creativity. But despite the wave of competitions, awards, promotions and corporate alignments, it’s not making a difference. Partly because @mcmasterchef / @silolondon is the only actual sustainable venue, but also, because the terminology is all wrong. When people see green fields, and flowing waters in their landscape, they think it’s all fine. That’s why the term “climate change” needs rebranding too. We need to make it relatable, and we need to actually address the idea of change (and bigger systemic change), not simply surgery and the status quo (I’m sorry, but serving fish heads, dehydrating limes and reusing coffee grounds is not “sustainable”, it’s a bandaid, even if a useful one) despite the important benefits many have done to promote the topic through these means (including us, big companies and dear friends). This isn’t (only) about greenwashing, but about a need for a new focus. So I’m super excited to be part of that discussion with @davewasabi @pkreiner @joannawatchman at @worldwhiskyforum on this crucial topic. There’s digital sign ups (click the forum profile for deets) if you can’t make it to Denmark, and I’ll post what I can as a recap down the line. But I’m excited to shift gears in the discussions around this problem! I remain excited, and optimistic! Stay tuned for more!