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 * About Will




COMING SOON

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10 lessons · 80 days
money-back guarantee · peer-to-peer discussion




AFFILIATIONS FOR IDENTIFICATION ONLY




THE BUSINESS OF FOOD

an Akimbo Workshop with Will Rosenzweig

One of the biggest industries on the planet is changing (fast). This is your
chance to learn from the experts and find a way to lead, to contribute and to
build a successful project that transforms the way we eat.

Join entrepreneur, author and teacher Will Rosenzweig in a workshop inspired by
his acclaimed UC Berkeley classes on food entrepreneurship and food systems
innovation.

He’s joined by chef Alice Waters, investors, farmers and other successful
leaders in this one-of-a-kind, hands-on exploration of an industry in flux.

Like all Akimbo workshops, the curriculum and lectures are just the beginning.

These workshops work because you do the work together. You will engage with
other students and with the industry experts supported by a team of coaches.
Discover new insights and build out actionable business plans to guide you as go
forward.




AFFILIATIONS FOR IDENTIFICATION ONLY


IT’S ALL CHANGING

The food system is more complex than we realize. It’s a web of interconnected
relationships and disciplines, most run by small, entrepreneurial organizations.
(But, dominated by antiquated giants!)

The way food tastes, is produced, distributed and eaten has everything to do
with our personal, public and planetary sustainability. And the rapid change
that’s going on creates exciting opportunities.

Unprecedented amounts of early stage capital are being invested in a wide
variety of products, services, platforms and technologies that address:

 * personal and planetary health
 * sustainability
 * supply chains
 * agriculture
 * personalized nutrition
 * food technology
 * and more…



In the next decade, long-term industry incumbents will be absorbed or replaced
by new innovative food and agriculture (and related) businesses. In this shift
many new multidisciplinary roles for entrepreneurial leaders will emerge. With
your skills, background and insights, lead this charge, innovating solutions to
the some of the biggest challenges in our food system.


IT’S HAPPENING EVERYWHERE

Will Rosenzweig has worked with food designers, farmers, chefs, restaurateurs
and marketers around the world. He’s led the innovation and venture capital
activities for two of the largest food companies on the planet, engaged with
arugula farmers in Ontario, Michelin starred chef in Pocantico Hills, and
software entrepreneurs in Silicon Valley.

During his celebrated tenure on the faculty of the Haas School of Business at UC
Berkeley and as Founding Dean of the Food Business School at the Culinary
Institute of America (CIA) he’s developed an insider’s expertise around the
systems that exist (and those that are changing.)

Mostly, Will’s a teacher. From his early work with the Republic of Tea, he’s
helped others see what he sees, bricklaying work in changing the culture for the
better.


EVERYBODY EATS (BUT NOW IT’S DIFFERENT)

The biggest marketplace on earth (food!) is changing at an unprecedented speed.
What we eat, how we eat, where we eat–it’s all up for grabs, as culture and
taste change faster than ever.

There has never been a more urgent moment, or one more full with opportunity, to
reinvent the food system. Food is a unifying common denominator, and no matter
where you live, or what you do, you have the opportunity to effect significant
change in the food space.

Starting a food business, organization, or campaign these days may seem simple.
Sustaining and scaling a that venture? Not so much.


WHAT IS THE WORKSHOP LIKE?

Building on actual lectures from Will’s acclaimed course at UC Berkeley, this
workshop is strategic. It begins with helping you see how the worldwide food
infrastructure was created and where it’s going–and it ends with a deep dive
into brainstorming, mentorship and cash flow.

Here are some excerpts from the wide-ranging curriculum:

 * The call for food systems transformation
 * Health from the soil Up
 * Are restaurant careers sustainable?
 * Taking action on diversity and inclusion in the food industry
 * The chef-farmer partnership
 * Learning and knowing food systems
 * Food systems entrepreneurship



Will’s extraordinary skill as a teacher combines with the experience and
first-hand knowledge of his guests to create precisely the sort of foundation
that you’ll need to see the systems of the food industry.

You won’t find tactical shortcuts here, or small-ball gimmicks about how to
increase your sales at the local farmer’s market. Instead, you’ll have the
chance to be inspired by industry changemakers, and you’ll be challenged to
outline your own path to doing the work that matters. Watch the workshop preview
to get a sense of what it's like inside.


HOW DO YOU CHOOSE THE RIGHT PATH TO TAKE YOUR IDEA TO THE NEXT LEVEL—WITH
INTENSITY, EFFICIENCY AND AUTHENTICITY?

Industry-leading faculty, with expert, business-building experience, will guide
you through a rigorous process of discovery to move you from insight to
execution, generating new growth options, and charting the most promising path
to scale.

We’ve run a dozen Akimbo workshops so far, and we’ve found that students each
find their own path. Some primarily engage with the materials (there are more
than ten hours of video, plus exclusive Q&As and sidebars), while others spend
most of their time and effort with the cohort, seeking out other students and
building years-long collaborations and mastermind groups.




ABOUT WILL ROSENZWEIG

“The savviest M.B.A. in food” -Bon Appetit

Social Impact Fellow, UC Berkeley, Haas School of Business

Faculty Co-Chair at Berkeley Haas Center for Responsible Business, Sustainable
Food Initiative

Senior Advisor, Generation Investment Management

Recipient of the 2010 Oslo Business for Peace Award

Will is an internationally recognized entrepreneur, educator and an avid
gardener

He has spent over 25 years cultivating thriving startups while teaching and
mentoring mission-driven entrepreneurs around the world. Will was founding CEO
(and Minister of Progress) of The Republic of Tea and co-author of The Republic
of Tea: How an Idea Becomes a Business, which was named one of the 100 Best
Business Books of All Time.

Will has served on the professional faculty of the Haas School of Business at
UC, Berkeley, since 1999 where he is a Social Impact Fellow. He currently leads
Food Innovation Studio, a cross-disciplinary graduate innovation course, and
Edible Education 101 with Alice Waters.

In 2015, Will founded and was named Dean of The Food Business School at The
Culinary Institute of America and in 2016, he was named one of seven people
shaping the Future of Food by Bon Appetit magazine.

This workshop runs in conjunction with UC Berkeley, one of America’s top-ranked
universities.



Guest lecturers include:

 * Alice Waters, the beloved founder of California-style cuisine and long-time
   owner of Chez Panisse.
 * Kristin Richmond, co-founder and CEO of Revolution Foods, leading purveyor of
   healthy school meals in the US
 * Sheryl O'Loughlin, co-founder Plum Organics
 * Walter Robb, former CEO of Whole Foods
 * John Foraker, former CEO of Annie's and Once Upon A Farm
 * Michiel Bakker, head of Google food
 * Danny Meyer, founder of Shake Shack
 * Sam Kass, former White House nutrition policy advisor




WHAT STUDENTS SAY ABOUT WILL'S COURSES

"Food Innovation Studio has been transformational in the way I think about the
food systems, particularly within the private sector. This course is the perfect
space to learn from seasoned industry leaders about the food industry, gain a
deep understanding of the existing tensions within the space, and identify
opportunities to take action in impactful ways." –Maria Balcazar Tellez

“I entered the class with a passion for food, but little idea on how I can make
an impact on transforming the food system. I left the class with a clear idea on
areas the food system needs transforming and places I personally can help.” –Aun
Hussain

"Food Innovation Studio was an eye-opening experience that challenged me to go
beyond my comfort zone and experience a different side of the food and
agriculture space. I was privileged to meet and hear from leaders in various
industries whose experiences and approaches were revelatory. As a graduate
student in public policy, I appreciated the interdisciplinary nature of the
class, the open-mindedness of the instructor, and the support of my peers."
–Karin Vosgueritchian

"Will’s class has been invaluable to me in transforming how I think about the
food system. He brought in many insightful and thought-provoking speakers, and,
more importantly, pushed me to think bigger and more creatively in my own
opportunity-seeking and problem-solving." –Elaine Hsu

"Food Innovation Studio provided me a space to explore the Food System through
fascinating course content and by providing me contact with some of the biggest
leaders and innovators in the field. Perhaps even more valuable was the clarity
afforded from the push to deeply look inward, explore, and develop my own ideas
and aspirations." –Aaron Hall

"Exceeded all expectations. I am a veteran entrepreneur with 40 years of
experience. This was the most constructive a seminar I have attended in my
professional life." –Dave Ereth

"The intensive feedback loops from the highly qualified diverse professors and
classmates. I am dramatically more prepared and more confident to achieve the
next critical milestones for my success, specifically pitch my business to
investors and large scale clients." –Sean Lenihan


IS THIS FOR YOU?

If you’re open to innovation, to building and growing a business that works in
the fast-moving world of feeding the planet, we’d love to have you join this
workshop. This workshop will appeal to lifelong learners as well as to people
with no formal training.

Among other principles, we’ll cover the disciplines of:

 * human-centered design
 * the creative tension model
 * lean-launch
 * rapid prototyping
 * business model development
 * venture formation
 * venture pitch-presentation



All of these are blended into an accelerated experiential learning program with
more than 10 sessions. The course also features leading food industry experts
and entrepreneurs as guest speakers and mentors.


YOU’LL NEED A KEYBOARD

The Business of Food Workshop, like all of the Akimbo workshops, is about
learning by doing. Even better, it’s about finding and engaging with the others
on the same journey.

This is a safe place to try out your ideas, to engage with fellow travelers, to
find a niche that can become yours. In all of these workshops, it’s the
interactions with other students that change the game. This course will also get
you up to speed on the pressing dynamics and opportunities in the food system
and help you to become a systems thinker.


HOW DO YOU TURN A GREAT FOOD IDEA INTO A PRODUCT ON A GROCERY STORE SHELF?

This is an inspiring, invigorating blend of short lectures, longer lectures,
group discussion, and guided, hands-on teamwork to speed your concept into a
product or mission ready to take to market.

After the lectures and short lessons (and hundreds or thousands of peer-to-peer
interactions), you’ll leave with actionable insights, heightened skills in
identifying (and choosing between) opportunities, and cadre of business tools
and methods for analysis and entrepreneurial business building.

The workshop has no exams and no grades. You’re here to level up, not to get a
fancy certificate.




DO WORK THAT MATTERS

The Business of Food is inspired by UC Berkeley’s Food Innovation Studio and
Edible Education 101 courses. It draws on Seth Godin’s innovative Akimbo
approach to education.

This course is a co-creation of Will, student learners and industry expert
guests, who bring their perspectives and passions to the workshopin ways
intended to inform and inspire you to bridge innovation and purpose through your
business.

We open the door for you, but it’s the cohorts of students that drive it
forward.

With The Business of Food, the workshop lessons and discussion board will guide
you to developing food-systems intelligence—a personal understanding of how the
diverse facets of the food system relate and depend on one another, especially
one's own role as a participant in the food system and how one's choices,
actions and behaviors affect it. We’d like to see our next generation of eaters
and leaders develop consciousness and intention as “systems actors” and systems
thinkers.

The workshop brings cutting edge thought leadership and case studies to life,
while giving you a forum to pressure test your ideas with a group of diverse and
talented peers.

We will highlight evidence-based innovations and entrepreneurial solutions
throughout the course and invite students to formulate solutions and plans at an
individual, local, regional, national and global scale.

The course emphasizes mission-driven venture designs that not only create
competitive business outcomes, but positive social and environmental impact as
well.


WHAT IS THE WORKSHOP LIKE?

This is a community of people who know that they can always become better--and
make things better along the way. All of us know more than any of us, and your
ability to help someone else see what’s right in front of them will come back to
you fifty times over inside of this workshop.

The focus is up to you: you can build something. You can contribute to others.
And you can experience the joy of learning.

People inside our workshops don’t care where you came from, but they’re very
interested in where you’re going.

How It Works



WHO IS THE WORKSHOP FOR?

The workshop is for people with curiousity and commitment. Maybe you already
have an idea or a dream who would like grow an existing food business or make
their debut into the food sector. It’s for inexperienced people who feel like
they have a lot to learn, and for veterans who know that they have a lot to
offer.

Whether you are a first time food entrepreneur in need of guidance or a food
veteran who wants to learn from other experienced food professionals, here you
will have the chance to go deep and collaborate.

You will learn the most recent thinking in innovation as well as have the
opportunity to work one-on-one with master formulators, supply chain experts,
rapid prototyping pros, innovation mavens and branding specialists to test,
evolve and transform your food vision into a food reality.


PRICING DETAILS

The workshop costs $745. See our FAQ for details.

Show Your Work Money Back Guarantee: Our workshops are incredibly effective.
Check out what our alumni have to say. Still, just in case you’re hesitating,
consider our 100% guarantee for this workshop. If you find that it hasn't met
your expectations, simply drop us a note after you've participated through all
the lessons in the workshop and we’ll refund your entire tuition. We've found
that when our students contribute to the workshop, they get back far more than
they put into it.


TIMING DETAILS

We haven’t released the dates for the next session. If you're interested in
joining, be sure to sign up for the Tell Me More list. We’ll send you an email
to let you know when the next interactive session is about to begin.


AN EFFECTIVE WAY TO GET TO WHERE YOU’RE HEADED AND MAKE A DIFFERENCE

More than 10,000 people have taken our other Akimbo workshops. We’re continuing
to build a powerful new way to learn—not to pass a test, but to make a
difference, to find the insight and confidence to move forward.

You can read some of the hundreds of student testimonials herehere.



Now, we’re applying this proven technique to an all-new workshop, one for people
who want to build a food project (small at first) that they own. We’re doing
this because it works.

This isn’t a shortcut, nor is it an overnight road to riches. Instead, we’re
focusing on helping you find a useful project, an endeavor worthy of your
effort, a chance to do work that matters, work you can be proud of.

The Business of Food Workshop includes:

 * 10 video lessons, including conversations with special experts and prompts
 * Questions to guide and advance your thinking
 * Support from trained coaches who will challenge you to go further and dig
   deeper
 * 24/7 discussion board for personal feedback for the full 80 days of the
   workshop
 * Peer network for discussion and group learning
 * Access on mobile and desktop (but desktop is preferred for interaction)
 * Q&A with Will Rosenzweig and expert food system entrepreneurs and mentors



Please join us on this journey to make things better… by making better food.




COMING SOON

WE'LL KEEP YOU POSTED BY EMAIL


Sign up by email to be notified when we announce new dates

Tell me more


10 lessons · 80 days
money-back guarantee · peer-to-peer discussion


COMING SOON

WE'LL KEEP YOU POSTED BY EMAIL


Sign up by email to be notified when we announce new dates

Tell me more


10 lessons · 80 days
money-back guarantee · peer-to-peer discussion


COMING SOON

WE'LL KEEP YOU POSTED BY EMAIL


Sign up by email to be notified when we announce new dates

Tell me more


10 lessons · 80 days
money-back guarantee · peer-to-peer discussion


YOUR CHANCE TO MAKE A DIFFERENCE

Tell Me More





The Business of Food Workshop

Online courses The Freelancer Course The Leadership Course Presenting to
Persuade Master Class in Value Creation Modern Marketing
About Seth Godin The altMBA 19 books A lifetime of projects The Marketing Hall
of Fame Latest book: Your Turn
Online Videos The first TED talk The Tribes TED talk Stop Stealing Dreams
Broken! The lost TED talk: A note worth playing Creative Mornings Behind the
Brand
Notable Podcasts Krista Tippett Brian Koppelman Tim Ferriss Contact
hello@thebusinessoffoodworkshop.com

--------------------------------------------------------------------------------

© Seth Godin 2022

Go, make a ruckus.

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