Disagree. Healthy clean food is incredibly sterile and banal. Like the names chinese companies give there shops .... 'happy smiley shop'. Its not even a name. Its a cliche.
dirty clean is organic. It shouts organic. Dirt is natural. Totally natural and thats what the target audience is looking for. This generation is looking for authentic. They are totally sick of the fake bullshit of the business world. Really quite puritanical this generation. On a mission. And organic is very much part of it.
Renaming Dirty Clean Foods, page-3
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