But we said, no, we want to tell a story, we want to explain why it's called the Day Chocolate Company and why we picked cocoa this time and not coffee, and what we might do next. Even if this isn't the right way to launch, we're going to do what we believe is right. In fact it was an extraordinary event and all the people who were there became totally engaged. Three journalists even asked if they could resign their jobs and join us. This possibility of creating networks of individuals with skills and enthusiasm seems to us very much of our times.
Alternatives always reflect, in some way, how capitalism itself is organised.
One of the crises of the left in the late 20th century is that capitalism is being transformed from the mass production model, but the left has not yet reinvented its alternatives. Divine illustrates some alternatives. For instance we are not taking over the chocolate factory but challenging control over the brand, the recipe and the original production of the ingredients. The form is neither statist nor a single, vertically integrated organisation. It is an extensive network which we sometimes refer to as the alternative multinational.