IF it will be successful? Within 24-hours #optoutside is a trending topic covered by major news channels with overwhelming support on Twitter, etc. I applauded the move yesterday in a tweet because Jerry’s move reminds me of Chipotle’s “food with integrity” position — boldly acknowledging the grain and going against it by aligning their actions with their values. Well done. If there’s a downside “outside” of the bottom-line (pun intended), I don’t see it. Appreciate you applauding REI’s move by writing this article on Medium. Cheers!