Josiah Meldrum on imagination and beans

Josiah Meldrum is one of three founders of Hodmedods British Grains and Pulses (https://hodmedods.co.uk/), founded in 2012 to source and supply beans and other products from British farms. They are brilliant, and have somehow harnessed the imagination of British people to start eating again beans and pulses that had almost been consigned to history. How did they do that, and how did they appeal the imagination? Speaking to Rob Hopkins, Josiah here explores how they did it.