Former chef Amelia Christie-Miller has long been obsessed with brands that have the power to shape consumer behaviour. In 2021 she created Bold Bean Co to change the perception of beans, encouraging people to see them as more than a mere pantry ingredient. In this conversation with Monocle’s Tom Edwards, Christie-Miller discusses how she disrupted the food industry by shifting age-old narratives – through everything from her product and marketing strategy to workplace culture – and converted fatigued consumers into loyal customers.