The marketplace appears to be entering a new phase in which a product or ingredient must not only be
authentic — it must fit within the consumer’s perception of what is authentic.
Threats to reject wheat modified by good science, as ridiculous as these may be, are a force demanding urgent attention as each year passes in which wheat’s position is diminished.
While not advocating a duplication of the Jobs approach, it‘s hard to dismiss his amazing focus on every aspect of originating and making the product as a mantra also for food manufacturing.