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The Future Market

Mike Lee, Rhishi Pethe

Essays on where food is going, and what that says about where we are.

Platform
Substack
PricingOnly free issuesPublishesWeekly
Issues130Founded6 years agoLast Issue6 days ago
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thefuturemarket.com
Artwork for The Future Market

Latest Issues

What Should Restaurant Food Cost?

Recently, a bakery called RYE by Martin Auer opened up in NYC and instantly became infamous for selling a loaf of sourdough rye bread for $60. The loaf was all over social media, with people calling it out of touch. Discount grocer Lidl eve...

6 days ago
19

Cashing In On Climate

I got home from Climate Week NYC last week and was thinking about how much of the climate change conversation goes through corporations now. Nearly every activation, panel, cocktail party, and dinner had some kind of corporate sponsor attac...

13 days ago
9

Climate Change and Cognitive Dissonance

We need change in the food system, but we also depend on it every day. We want food to be affordable, but we also want farmers to make a decent living. We want to protect the planet, but we need to keep planting and harvesting from it. We f...

20 days ago
12
1

The Cost of Doing Better

Liquid Death water rose to fame on a completely gonzo brand idea: water could be irreverent and absurd. Because of it, you can now buy canned water with a skull on it that also happens to be planet friendly. In a sea of plastic bottled wate...

a month ago
19
4

Solving The Ozone Hole

On the morning of August 26, 2026, a giant slab of rock and ice broke off at the Nepal-Tibet border and fell into the valley beneath. The flash flood it created ran down the Trishuli River into Nepal and took villages, infrastructure, and l...

a month ago
7

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Authors

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  • Mike Lee

    Food + Innovation | NYC + Detroit.

  • Rhishi Pethe

    Wine, cricket, jazz, salsas

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