He is happy to describe himself as both chef and activist, acting, through Silo, to challenge both the global food industry, as well as our modern ‘elitist’ food culture. “The infrastructure of this industrialised food system is so powerful now it’s very tricky to turn that around,” he says. “And that affects everything, the health of the planet, the health of the people on the planet, the health of the economy. It’s about awareness. When you know about the problem you want to deal with the problem, and if you don’t want to deal with the problem and you know the problem then there’s something morally wrong with you.”