You Are What You Eat

Kimbal Musk has worked alongside his brother, Tesla genius Elon, through years of technological undertakings. As of late, Kimbal has allotted time to fight for food justice through his own networks of nonprofits and restaurants. He believes “sustainability is critical” in any industry—whether cars, cotton or carrots.  

- Peter Gietl

Kimbal Musk unapologetically wants to change the world. We all entertain these notions at times, but he is the rare individual who actually can accomplish such a lofty goal. Older brother, Elon, receives more attention, but in the same way that he is seeking to smash the existing paradigm of transportation, Kimbal wants to transform the industrial food culture in the U.S.

Kimbal Musk was born in South Africa. His mother was a prominent dietitian and his father an engineer. In the early 90s he met up with his brother in Canada, and together they started two highly successful ventures, Zip2 and X.com, which became PayPal. Elon went on to found SpaceX and eventually became CEO of Tesla Motors. Kimbal decided to follow a different path, after a near fatal skiing accident. He wanted to change the very nature of the food industry, to move towards a more sustainable, healthier alternative.

Innovation & Tech Today: In a broader sense, how do you think we’ve arrived at this point where the food supply has become so artificial and commercialized?