Food, finance, futures: how storytelling shapes the sustainable food market

New, sustainable products are currently conquering the supermarkets. Plant-based meats and milks may be new to supermarket shoppers, but for the start-ups developing these products, being stocked by Migros or Coop is the milestone towards which they have been working – supported by a large network of investors and more. The gap between the supermarket shelf and the food system is bigger, and more complex, than it appears.