During a recent event hosted by Harvard’s Food Literacy Project, Seth Goldman, a sustainable food innovator and entrepreneur, argued that food companies can help eaters make more sustainable decisions through their products.

According to a recent report from Purdue University’s Center for Food Demand Analysis and Sustainability, consumers want more sustainable food options. As the co-founder of Eat the ChangePLNT BurgerHonest Tea, and Chair of the board of Beyond Meat, Goldman is working to respond to this demand.

Goldman explains that he sees two distinct approaches companies take as they work to move away from our unsustainable food system. He calls these approaches “redoing food” and “undoing food.”

The undoing of food involves “using authentic ingredients, usually emphasizing whole foods with shorter lists of ingredients,” says Goldman. He believes two of his companies—Eat the Change, a health snack food brand, and beverage company Honest Tea—are both good examples of this process. Eat the Change’s mushroom jerky and carrot chews, for example, use sustainable, natural ingredients to make healthy snacks, while Honest Tea brews organic, fair-trade tea with minimal sweeteners.

The redoing of food is “when you use a combination of science and culinary art to recreate a [food] category,” says Goldman. These are often “plant-based products that replicate taste and texture but overcome environmental downsides.” Beyond Meat and PLNT Burger, which both sell meat alternatives, represent redone foods.

While both approaches can offer eaters more sustainable alternatives, Goldman sees their methods in opposition. Undoing food involves shortening ingredient lists and minimizing processing. In contrast, redoing food can expand an ingredient list and involve more processing.

Read the full article about sustainable food systems by Adam Sella at Food Tank.