Considering culture is essential to making change. While accompanying Rhinehart to see Ethan Brown and his food truck, Widdicombe tried his tacos and described how "the white stuff [in Brown's taco] looked remarkably like meat: it had a slightly fatty taste and the texture looked like muscle fiber,” yet it was 100% plant-based protein. When asked why he went to the trouble of giving it such a resemblance to meat, Brown explained that the main challenge in food technology is cultural. “People have been eating meat for two million years,” he said. “They are programmed to love meat, and they love the attributes of meat: Thanksgiving, Christmas, ball games.” The food truck was there to show that plant-based chicken and beef could be part of an all-American lifestyle..”