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One of the first snterprises that joined our directory when we started soon after the start of the second  millennium was the now venerable and still vibrant Big Carrot. Time has proven them and us correct in that more and more, particularly millennials and post-millennials want to put only healthy organic ingredients in their body when they eat. So "we the people" have won the policy struggle, but until healthy food becomes a social requirement rather than the luxury it still is at many enterprises we will not be serving the public as a whole. Social enterprises like Big Carrot have often shown the way, but it is up to popular and public will to make the socially desirable an affordable public good.