Jason Riis founded Behavioralize in 2018, a consulting firm that applies behavioral science to wide range of customer and managerial challenges. Within the fruit and vegetable category his efforts have focused on increasing category consumption, and reducing public fears of well-managed agricultural technologies. Prior to starting Behavioralize, Dr. Riis was a full-time faculty member at Harvard Business School and The Wharton School (University of Pennsylvania) where he currently serves as a Senior Fellow at Wharton’s Behavior Change for Good Initiative.