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Category : Veganism

Heres how to live like a vegan in Animal Crossing – according to PETA – Shortlist

Animal Crossing, as games go, is very non-brutal.

The deadliest weapon you own in the game is an axe, and even that can only be used to chop down trees or hit rocks in search of precious iron nuggets. GTA it isn't.

But according to animal rights organisation PETA, there's a way to make the game even more gentle by playing it like a vegan. The organisation has just written a blog post outlining exactly how to play the game with animal rights in mind.

As you might expect, they're not a big fan of fishing, which will disappoint you if you're after some Nook Miles from catching ten in a row.

They also caution against catching bugs and giving them to Blathers in the museum: "Your island should be a place where wild animals are free to live without being captured and exploited," they write.

Eating fruit, however, is okay. "The whole world knows the answer to the eternal question of what a vegan would eat on a desert island: fruit! In the game, it makes you strong," PETA writes.

As for Tom Nook and his extortionate payment plans? "Tom Nook is a tanuki, or a raccoon dog, who are often killed for their fur. Others like him in the real world are beaten, gassed or skinned alive. Cut him some slack." You can't really argue with that.

To be fair to PETA, the post is very lighthearted it's less an attack and more a topical way to get information out there about animal abuse and veganism.

"PETA hopes the game will encourage people to feel closer to the animals we share our planet with," they say and when you look at the huge success of the game's gloriously cute world, it's easy to see it's succeeded.

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How brands are adapting to the expectations of an increasingly vegan generation – Digiday

Millennials have flocked to veganism over the past 20 years. Gen Z is carrying on the plant-based baton, leaving brands selling non-animal products struggling to adapt to their expectations.

Studies suggest around 80% of Gen-Zers expect to consume fewer animal-related products in the coming year, over 30% intend to be on entirely meat-free diets by 2021 and 44% think being vegan is cooler than smoking. But Gen Zs culture and attitudes surrounding plant-based products are very different than those of their elders, and whats resonated with Millennials isnt going to cut it with a new generation of consumers for whom the availability of non-animal-based products is expected.

The most pronounced shift marketers are making to better appeal to Gen Z customers is a simple one: altering their branding and messaging from positioning their offerings as different from the norm, to presenting them instead as the new normal.

Research by the World Resources Institutes Better Buying Lab found that the label vegan can hinder sales of plant-based food items, for example, while vegetarian is often viewed as synonymous with unsatisfying. Younger consumers, it found, viewed plant-based a secondary concern versus a primary selling point.

Many vegan brands are now reorienting their marketing to emphasize what their products do contain, rather than what they dont. As plant-based options go mainstream, theyre increasingly competing with non-vegan brands for attention and purchase consideration, particularly among Gen Z audiences. Its increasingly about blending in with the mainstream market, rather than standing out from it.

Bruce Friedrich, executive director of the Good Food Institute argues that brands should avoid including references to vegan or vegetarian altogether to better appeal to evolving consumer tastes and a broader market, particularly among younger consumers for whom that distinction is less pronounced.

Brands are increasingly heeding that advice. Brazilian plant-based food startup Vegan Ja rebranded simply to Beleaf last year for, for example, in attempt to broaden its products appeal. Meanwhile in the U.S., brands such as Impossible have largely avoided describing their products as vegan, emphasizing instead language such as meat made from plants.

For Gen Z their motivations are different. Millennials needed to be educated and convinced, but with Gen Z they already know. The celebrities and the people they look up to are vegan, their parents and friends are vegan, its a part of their culture, says Lori Amos, founder and president of marketing agency Scout22, which specializes in working with plant-based products and conscious capitalist brands.

As a result, marketers are having to rethink the way they position plant-based brands and products. That includes newer upstarts attempting to capitalize on the plant-based boom, but also legacy brands hoping to recast their products for changed expectations and a more generally plant-based world.

While its clear that tastes and expectations of younger consumers are evolving, some argue that brands are behind the ball largely because of the partners theyve chosen to work with to market their products.

Unsurprisingly, the uptick in interest in plant-based products quickly gave rise to a raft of agencies and experts specializing in vegan marketing, often with their major selling point being that they themselves were vegan and knew how to speak to the target market. This model may have had its advantages early on as smaller brands attempted to gain traction with niche markets, but Amos argues this approach is and was shortsighted.

As the space gets more competitive, plant-based firms are now waking up to the fact that they have to hire people who know what theyre doing. People who have real experience in building brands, Amos says.

But as plant-based brands continue to get snapped up by legacy companies, go public, and are viewed along other mainstream brands by younger consumers, that shift is accelerating. For many younger consumers, vegan brands are just brands.

How brands are adapting to the expectations of an increasingly vegan generation

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How brands are adapting to the expectations of an increasingly vegan generation - Digiday

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Vegan hamburger steak rice bowls added to over 1900 convenience stores in Tokyo – Japan Today

You can find some pretty great stuff in Japanese convenience stores.Piping hot pizza buns?Delicious fried chicken in a variety of flavors?Meat sauce and seafood pasta forless than a buck? Yes, yes, and YES!

But whats hard to find at Japanese convenience stores arevegan options.Granted, they have salads, but even a lot of those contain egg and tuna, and if youre looking for an entire vegan meal, youre usually entirely out of luck at the convenience store.

Thats changing in a big way this week, though, thanks to theFamilyMartchain. On March 17, FamilyMart rolled out its newest premade donburi (rice bowl) offering:the 100-percent vegan Veggie Burg-don.

Alternatively called theSoy-Patty Burger Bowl, its a new take on Japans beloved hamburger steak, essentially a hamburger patty with extra onions and served without a bun. However, while most hamburger steaks in Japan are made of either beef or a beef/pork mixture, the Veggie Burg-donuses no meat, egg, honey, dairy, or any other animal products. Instead, the patty is made ofsoybeans and roast onion,prepared in a way that FamilyMart promisesrecreates not only the flavor, but the aroma, texture, and juiciness of a traditional hamburger steak.

But its not just hamburger steaks that are ordinarily meaty, but theirsauceas well. The most common accompaniment to a Japanese hamburger steak isdemi-glace, a rich meat-based brown sauce. Obviously that wont do for the Veggie Burg-don, though, so FamilyMarts facsimile is made fromflour roasted in vegetable oil, tomato, mushrooms, carrots, and other vegetables. If even all that isnt enough vegetables for you, the rice bowl also comes with sides of stewed carrots and roasted kabocha (Japanese pumpkin) and bell pepper.

The Veggie Burg-don is the first FamilyMart item to be awarded aseal of recommendation from the Japan Vegetarian Society.

With veganism having made its deepest inroads into the Japanese culinary scene in large, cosmopolitan cities, the 498-yen Veggie Burg-don will initially only be offered in Tokyo. However, with FamilyMart having roughly 2,000 branches in the city, thats a lot of new places to get a vegan meal, and if the product proves popular, well probably see it expand to the rest of the chains stores across Japan.

Source:FamilyMartviaIT Media

Read more stories from SoraNews24.

-- Vegan Sakura Burger from Tokyo vegetarian cafe gives everyone a taste of cherry blossomseason

--Japanese office snack service begins offering vegan and gluten-freeoptions

-- We taste makunouchi bento at four Japanese convenience store chainsTastecomparison

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Vegan hamburger steak rice bowls added to over 1900 convenience stores in Tokyo - Japan Today

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Demand for Plant-Based Omega 3 Set to Soar – vegconomist – the vegan business magazine


A recent market research report from P&S Intelligence has stated that one of the biggest trends currently being witnessed in the omega-3 market is the growth of veganism and the resultant consumption of plant-based supplements.

The report states that in 2019, the global omega-3 market size (containing fish oil) generated revenue of $19.7 billion, and is further expected to reach $49.7 billion by 2030. Transparency Market Research released a different report that specifically examines the plant-based omega 3 market; that report estimated that the fish-free Omega 3 market is expected to reach almost US$ 1.3 billion by 2029.

The interest is shifting from the type to the source of omega fatty acids across the health-aware consumers around the world, meaning that the demand for plant-based supplements will witness a massive surge over the next decade. Consumers are increasingly concerned over the safeguarding of marine ecosystems and biodiversity.

Fish obtain omega-3 by consuming algae, so it seems logical to bypass fish and go straight to the original plant source. As such, the usage of algae as a new alternative source to fish is therefore anticipated to grow rapidly in the plant-based omega-3 ingredients market. As well as algal oil, manufactures are developing products from chia seeds, flaxseed oil, canola oil, hemp seeds, walnuts, and others, which are also growing as fish-free omega-3 ingredients.

The Transparency Market report says, Stakeholders are expected to continue to bank on the growing population of vegan consumers and preference for algae or plant-based omega-3 ingredients to maintain the momentum. However, slow regulatory approvals will remain a primary challenge for market players, as they will continue to make it difficult for manufacturers to offer competitive prices and delay their products from reaching the fish-free omega-3 ingredients market.

Nevertheless, the ongoing trend of substituting krill oil in omega-3 dietary supplements with vegetarian algae oil will continue to support the growth of the fish-free omega-3 ingredients landscape in the foreseeable future.


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Demand for Plant-Based Omega 3 Set to Soar - vegconomist - the vegan business magazine

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Meet two Baton Rouge women who are transforming the vegan menu – Greater Baton Rouge Business Report

Vegan food has changed a lot in the past 30 years, but The Dish at White Star Market has still found something new to servemodern vegan food that tastes familiar.

Co-owners Domini Bradford and Jessica Kisling launched the all-vegan concept in September, in a whirlwind three days after being offered the space. Barely six months later, the female entrepreneurs say theyre busting at the seams.

The pair span two generations, Bradford with a 30-year career in vegan cooking, and Kisling with a brief background in engineering, yoga and a taste of running a vegan cafe out of the former Yoga Bliss. Thats where the two met, operating the small cafe at the studio, before quickly linking up to launch the new ventureequipped with a Walmart grill and all.

Bradford, as the sole chef at the restaurant, leads the menu research and development side of the business.

Domini is an incredible cook, Kisling says, adding her skills make The Dish what it is.

Kisling credits her first culinary job at the vegan cafe for taking that first chance on her, with no real culinary background to speak of.

When The Dish launched last year thats exactly what it was: just one (vegan) dish a day. Avid followers turned to the restaurants Instagram page every day to see what was being served up. But that concept took a heck of a lot of planningboth on the business side and the consumers. So The Dish launched a standing menu with rotating daily specials, including gluten-free pastries.

Yet the original new-dish-every-day concept is part of what helped The Dish grow its big online following. That, and their presence on the vegan website and app, Happy Cow, which helps vegans far and wide find places to eat at home and on the road.

At the end of February, they launched an app for mobile ordering; theyre staying out of the delivery game for now.

Bradford and Kisling say they want to expand beyond White Star, too and are now looking at brick and mortar optionspotentially following in the footsteps of White Star staple Chow Yum Phator other shared space locations, remote kitchens and the like.

I really hope that this is this restaurant that we can make into something really big, it feels that way, just because of the understanding that in the general world right now, even in the South, Bradford says.

Like any business, they want to maximize output. Sharing a kitchen space with all the other White Star vendors (not to mention the steps for preventing nonvegan cross-contamination) can limit that output. Bradford says the only thing really stopping them is a staffing need. Shed love to get another chef in the kitchen with vegan experience, but thats harder to find than meat substitutes.

Circling back to her roots in Jackson, Mississippi, Bradford says her dream is to turn The Dish into a co-op, where employees own the business. She stayed at the vegan restaurant in Jackson for 13 years in part because of the co-op atmosphere. Since she left, Bradford says shes been waiting to get back into that community atmosphere.

When employees have a stake in the business, it makes everybody put their heart into it at the best, Bradford says. Youve got people who really care, or they wouldnt be here.

While veganism, vegetarianism, pescetarianism and general plant-based eating are on the rise, The Dish is still reaching a niche market in Baton Rouge. Everybody knows a vegan, the duo says.

Their customer base is broad, they say, and bolstered by the food hall, divide-and-conquer atmosphere. Reflecting on her own struggles with wanting to be vegan as a teenager, Kisling says they now see a constant flow of families coming to White Star, giving kids the chance to split off and ascribe to a diet different from their parents.

Bradford has seen a lot in her roughly 30 years in the vegan culinary world. But the biggest difference has been in the availability of vegan products.

Products like Beyond Burger have completely changed the vegan game, she says. When she entered the vegan culinary world in Mississippi she was working at a cafe that followed a macrobiotic dietoften associated with Japanese cuisine and that some claim can treat cancer.

Her focus on making food that feels familiar, but is vegan goes back to the simple idea that being vegan isnt a massive sacrifice.

Read more about plant-based food in Baton Rouge from inRegisters March cover story.

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Meet two Baton Rouge women who are transforming the vegan menu - Greater Baton Rouge Business Report

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Vegans & Vitamin B12: Everything You Wanted To Know (But Were Afraid To Ask) – Plant Based News

Vitamin B12 deficiency can have severe consequences (Adobe. Do not use without permission)

Vitamin B12 (cobalamin) is an essential vitamin, which means we cannot live without it and have to obtain it through diet.

It is needed for nerve cells maintenance, DNA formation and red blood cell production.

We only need a tiny amount but its crucial that we do get it. In the UK, the recommended intake is 1.5 g (micrograms) of B12 daily, in the US its 2.4 g and the European Food Safety Authority suggests an adequate intake of 4 g.

The liver stores B12 and this stock lasts up to three years. Therefore, you cannot become deficient in a week or even a month but theres no point in risking a deficiency.

When it develops, it can have severe consequences so its important to ensure regular B12 intake.

The main symptoms of B12 deficiency include fatigue, lack of energy, muscle weakness, pins and needles sensation, depression and cognitive problems (trouble remembering things, understanding and decision making).

Deficiency can also result in raised levels of the amino acid homocysteine in the blood, which can increase the risk of heart disease and stroke.

At the other end of the spectrum are high B12 intakes you can take a high daily dose of this vitamin without any side effects but it shouldnt be more than 2,000 g (2 mg), according to the NHS (2017).

Vitamin B12 is produced by bacteria in the soil and water. Before sanitation, we used to get it from contaminated fruit and vegetables, and other plant foods.

Not only do we wash produce nowadays (and for good reasons), but most fruit and vegetables are pre-washed anyway so there's not a trace of B12 left. In addition, thanks to intensive farming practices, even the soil is depleted and lacking in these bacteria.

Some foods like nutritional yeast are fortified withVitamin B12(Adobe. Do not use without permission)

Animal products contain Vitamin B12, whilst most plants do not, and some people use this as an argument against veganism - but things are not so clear cut.

Farmed animals are given vitamins with their feed, which is why their flesh and secretions contain B12. People who consume animal foods effectively consume recycled B12. Isn't it better to go straight to the source and just take the supplement?

Studies show that insufficient B12 intake is a worldwide problem, with some populations having 30-40 percent of people with inadequate B12 levels (Allen et al., 2018). *

The truth is, its hard to get enough vitamin B12 from foods alone, even if you eat animal products.

For us, vegans, there are two options fortified foods or supplements. Vitamin B12 is produced by growing bacterial cultures and extracting it from them (Fang et al., 2017). The process is the same whether its B12 for supplements or food fortification.

Fortified foods include some breakfast cereals (check the ingredients label), yeast extracts (eg Marmite or Meridian Yeast Extract), nutritional yeast with B12, vegetable margarines, some meat alternatives and plant milks and yogurts.

If you have these foods on a daily basis, it may be sufficient but taking a supplement is a safer bet. You can take it daily, every other day or a larger dose once a week. B12 supplements usually come with much higher amounts than the 4g we need so its easy to get enough.

Some vegans opt to take vitamin B12 in droplets form, which you can buy here(Adobe. Do not use without permission)

There are several forms of B12 and the debate over which is the best is rife. The most common forms are cyanocobalamin and methylcobalamin.

Cyanocobalamin is the inactive form of B12, which needs to be activated in the stomach by binding with a compound called intrinsic factor. Thats a natural process and most people can rely on cyanocobalamin to cover their B12 needs. Cyanocobalamin is used in the more affordable supplements and fortified foods.

Methylcobalamin is the active form of Vitamin B12 and doesnt require any activation. However, its less stable and more expensive.

Then, there are two other forms of active Vitamin B12 adenosylcobalamin and hydroxocobalamin.

All four forms of B12 are effective at topping-up your stores. If you are healthy, cyanocobalamin (the cheap one) is perfectly sufficient (Obeid et al., 2015). Some people prefer to take one of the active forms, as they are ready-to-use by your body and thats perfectly fine.

However, its best to combine them with cyanocobalamin once in a while your body can make any form it needs from cyanocobalamin, which is not the case with the active forms (Thakkar and Billa, 2015).

If you have a B12 deficiency, then a combination of cyanocobalamin with one of the active forms is advisable to increase your levels quickly (Obeid et al., 2015; Thakkar and Billa, 2015) and the same applies if you have a specific condition affecting your B12 metabolism (Paul and Brady, 2017).

Absorption of B12 may be hindered by several factors - tobacco smoking, kidney disease, older age, general anaesthesia, some medications - Metformin (for diabetes), anticonvulsants, antacids and proton pump inhibitors (PPIs).

In these cases, its best to take methylcobalamin and cyanocobalamin but your doctor may also suggest B12 injections. As for the age question, if youre over 50, you need some extra B12 as our bodies are simply not as efficient at extracting it from foods alone.

Heating food and drinks in a microwave or longer-than-very-brief cooking can also reduce the amount of vitamin B12 available from them.

For example, if you always heat your fortified plant milk in a microwave before using it, you may not be getting enough B12 if that's your only source of it. Its a good idea to supplement your B12 a couple of times a week if you normally only rely on fortified foods.

It is a type of B12-related anaemia, where the body doesnt have enough vitamin B12 to make red blood cells. It is not caused by a lack of B12 but rather by a deficiency of the intrinsic factor in the stomach needed for B12 to be activated.

This can happen if your stomach lining is weakened due to a condition like gastritis, autoimmune disease or when you have had a procedure that removed a part of the stomach.

In these cases, B12 injections or sublingual methylcobalamin sprays/powders are recommended to avoid deficiency.

The bacteria in our guts actually produce Vitamin B12 but unfortunately, its of no use to us.

These bacteria live in the colon, which is too far down the digestive tract for us to be able to absorb the vitamin.

There are lots of myths about seaweed and Vitamin B12(Adobe. Do not use without permission)

There is a lot of (mis)information about food containing Vitamin B12. There have been claims that certain seaweeds contain it as well as fermented foods such as miso, tempeh, kombucha and sauerkraut.

Spirulina - a popular green algae powder claimed to be bursting with nutrients. Thats true but it has one big problem - it contains something called B12 analogues. They are compounds with a structure similar to Vitamin B12 so they bind to B12 receptors in the human body but do nothing and block access for the real B12. It can become an issue if you have spirulina every day, as it can have a negative impact on your B12 levels.

Nori - seaweed that comes in sheets or as flakes to be sprinkled on meals. Research shows it may be the only non-animal source of Vitamin B12 (Watanabe et al., 2014) but more data are needed to confirm this.

Fermented foods - this is a broad category including tempeh, miso, natto, kimchi, kombucha, sauerkraut and more. Its true that the bacteria used for fermentation do produce some B12 so these foods may provide tiny amounts. However, the amounts can be so negligible that it is advised not to rely solely on these products for vitamin B12.

There are some emerging foods that may be natural B12 sources, such as a specific type of duckweed. However, they arent mass-produced yet and there isnt enough data confirming we can truly obtain enough of the vitamin from them.

The awareness of the need to watch Vitamin B12 in our diet is increasing. If youre worried about your intake, you can ask your GP for a blood test. Its nothing uncommon and when you mention that youre vegan, they wont object.

A varied vegan diet supplies almost all we need but theres no getting around the B12 issue we do need a little extra help from supplements or fortified foods. We are not alone, many other population groups have low intakes and the elderly may be deficient even if they eat meat three times a day.

As our food production systems change, so do our lifestyle habits and theres nothing wrong with accepting that we need to add a tiny amount of a bacteria-produced vitamin to our diets.

Allen LH, Miller JW, de Groot L, et al. 2018. Biomarkers of Nutrition for Development (BOND): Vitamin B-12 Review. Journal of Nutrition. 148(suppl_4):1995S2027S.

Fang H, Kang J, Zhang D. 2017. Microbial production of vitamin B12: a review and future perspectives. Microbial Cell Factories. 16(1):15.

NHS. 2017. Vitamins and minerals B vitamins and folic acid [online]. Available from

Obeid R, Fedosov SN, Nexo E. 2015. Cobalamin coenzyme forms are not likely to be superior to cyano- and hydroxyl-cobalamin in prevention or treatment of cobalamin deficiency. Molecular Nutrition and Food Research. 59(7):13641372.

Paul C, Brady DM. 2017. Comparative Bioavailability and Utilization of Particular Forms of B12 Supplements With Potential to Mitigate B12-related Genetic Polymorphisms. Integrative Medicine (Encinitas). 16(1):4249.

Thakkar K, Billa G. 2015. Treatment of vitamin B12 deficiency-methylcobalamine? Cyancobalamine? Hydroxocobalamin?-clearing the confusion. European Journal of Clinical Nutrition. 69(1):12.

Watanabe F, Yabuta Y, Bito T and Teng F. 2014. Vitamin B12-containing plant food sources for vegetarians. Nutrients. 6 (5) 1861-1873.

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Vegans & Vitamin B12: Everything You Wanted To Know (But Were Afraid To Ask) - Plant Based News

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Study Shows Number Of Vegan Shoppers In The US Has Increased By 3000% – Raise Vegan


by Alix Coe | March 13, 2020

A new study has shown that the number of US shoppers who identify as vegan has increased by 9.4 million people over the last 15 years.

The study which was conducted by Ipsos Retail Performance has demonstrated that interest in veganism has risen by 3000 percent during this time.

The data shows that 9.7 million people in the US currently follow plant-based diets, which is up from 290,000 just 15 years ago.

Plant-based diets are fast becoming mainstream, but the change hasnt been a steady one, said Kelly Fairchild, global business development managerfrom Ipsos, in an email to Raise Vegan.

As the dialog around veganism shifts from one of animal welfare, to wider concerns around climate change and personal health, we are seeing more and more people adopt this once minority dietarypreference.

Ipsos revealed that of all the US states, Oregon is the place where interest in veganism is at its highest. Following closely behind are Vermont, Washington and California.

The state that has shown the least interest in animal-free eating is Mississippi with South Dakota, Alabama and North Dakota ranking just behind.

Additionally, the research highlighted that the ten states with the highest concentration of vegans are largely made up of Democrat voters. Republican voters are the most prominent in the ten states that have the lowest number of vegans.

Are you surprised by the findings of the study? Let us know your thoughts in the comments below!

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Global Food And Media Collective Pledges $200 Million To Bring Veganism To The Masses – Plant Based News

Jodi Monelle is the CEO and founder of LIVEKINDLY Media - part of a new global coalition of plant-based companies under the LIVEKINDLY co. umbrella

Earlier this week it was announced that a new global plant-based collective had formed - pledging $200 million towards 'transforming the global food industry' by making vegan meat available to the masses at a new speed and scale.

One of the collective's key acquisitions was LIVEKINDLY Media - a major online pro-vegan outlet founded by Jodi Monelle (who is CEO) in 2017. Others included South African company The Fry Family Food Co. and German startup LikeMeat.

Notably, the collective - founded by investor Roger Lienhard - chose to name itself the LIVEKINDLY co. in a nod to its media acquisition.

"There's a huge reason behind that," Jodi Monelle told Plant Based News. "It's a big reflection of what my team has built over the last three years in terms of community, and in terms of the fact that this is a call to action that a lot of people can relate to.

"Whether you're vegan or not, a lot of people in the world are seeking out kindness, especially when you're speaking about the political status of the world and the media in general. There is a lot of negative, fear-mongering content out there, and people are seeking something which can offer them a bit more inspiration and encouragement in their lives.

"And so this is what we're focused on - sharing positive news. It's how we can show people that what they are doing has consequences and makes a huge difference, and also creating a space that is completely non-judgemental and focused on solutions.

"Of course, we need to talk about both, but highlighting the solution is something that's been missing for a very long time when we talk about this movement overall and the impact it can create. And so when people see they are making change, more and more people want to be part of that, because they can see the impact they are creating."

A question raised by food outletThe Spoon about the collective was whether LIVEKINDLY Media will be able to retain its independence while being part of a coalition with food brands.

Monelle confirmed that LIVEKINDLY will indeed continue to operate as a fully-independent media company.

She added: "We'll continue to support every plant-based and vegan company out there because it's important to us that we're driving this movement forward. It's not about alliances with certain brands, it's very much an ethical journey and mission for everyone involved in my team."

The LIVEKINDLY co. is led by a team of industry specialists. Working alongside Monelle is Chairman & CEO Kees Kruythoff (formerly President Unilever North America and Global Home Care Division), CMO Mick Van Ettinger (formerly of Unilever), COO and Chief R&D Officer Aldo Uva (formerly of Nestle, Firmenich, and Ferrero). Founder Roger Lienhard is also founder of Blue Horizon Corporation.

Collaborating with those with backgrounds of working for global corporations is something Monelle thought seriously about going into the collective. "I believe the next year will be a reflection of how grassroots startups can work with people who come from a very corporate background," she said.

"Obviously, we want to be completely transparent and say that a lot of people coming on board have worked at Unilever. This was something we wanted to make sure we were completely comfortable with, and we had a lot of questions."

One of the LIVEKINDLY co.'s acquisitions from South African vegan meat firm Fry's (Photos:Fry's)

Monelle said speaking one-to-one with these people, gauging how mission-aligned they are, as well as whether as they are vegans or allies to the movement was a crucial part of her due diligence.

She added: "That is really what sealed the deal for me: knowing that I'm working with people who truly understand the importance of the future of the planet, the ethical evolution of human, and how we need a force with impact and money like this to be able to create systematic change.

"The association with big brands is always going to be something that people will be concerned about. But we did our due diligence and recognized it's important to collaborate with people with that kind of network, that kind of experience and, that ability to really influence change within a system. This is what the movement needs."

The scale of this operation (which took a year of negotiating to put together) means Monelle is spearheading steps to ensure that at the heart of the LIVEKINDLY co. remains honesty and integrity, which she described as the company's main values.

She revealed: "One of the things we have decided, so we retain our integrity internally as we make our next steps, is to grow a social mission board. We'll be focussed on making sure our values as a company are always met internally and externally. So we'll be building a culture and community very much around the four pillars we have on the website (to be honest, inclusive, mindful, and bold)."

Perhaps if LIVEKINDLY were to add a fifth pillar, it would be speed. Monelle is highly cognizant of the need for change, and quickly.

She said: "It's all about impact, being bold, doing this at the speed we need to do it, this is what the movement needs. It's all well and good to see more vegan products on the market, but at this point, we need to have more accessibility, and more choice. We can't do it fast enough, because our planet, our health, our one consciousness is at jeopardy if we don't do anything about it now."

While the LIVEKINDLY co. management team will work together bringing the vision of vegan food to the masses at a speed and scale not yet reached, LIVEKINDLY Media will also work on expanding its reach.

"We are in a creative process now, we have a lot of ideas, and with the acquisition, we have a lot more resources to play with," she said. "So you can expect a greater amount of higher-quality content coming from us over the next few months. At this stage, we are defining where our strategy is and how we create the biggest impact using our platform and using our voice so I would say 'watch this space'."

What she can say for sure right now, is that her ambitions are huge.

"We want to go big with this," she confirmed. "The beautiful thing is that we are operating as a circular business now; it's not only being a voice for education and community, it's about being able to provide solutions in terms of products and service as the secondary part of that.

"So, I'm very excited to see how that evolves. We're not going to be shy. We must do this with the biggest voice and impact possible."

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Vegan Twitter loses it over TV host’s ‘joke’ of an apology: ‘I’m really offended’ – Yahoo Lifestyle

The host of a British cooking show was pressured to apologize on live TV after he accidentally neglected to tell a vegan guest that the dish he was serving him was made with butter.

Simon Rimmer used ghee which is clarified butter while making Masoor dahl on his Sunday Brunch show. Jon Richardson, the guest, was willing to try anything as long as it fit within his vegan diet.

Viewers complained online immediately during the commercial break.

Most were upset that Rimmer, who runs a vegetarian restaurant, wouldnt take Richardsons dietary restrictions more seriously. Or, at least as a professional cook, should know that ghee is an animal by-product.

Upon returning from commercial break, Rimmer apologized to the audience.

Earlier on, in the previous cooking item, I may have informed guests that the dhal was in fact vegan. It was, of course, ghee used in the recipe, which isnt vegan, Rimmer said. I allowed Jon Richardson, who is indeed a vegan, to eat some of it.

Then to Richardson, Rimmer said, On behalf of myself and the Sunday Brunch team, I would like to sincerely apologize and hope I havent offended you and spoiled your life.

When Im sick during my interview, you can take responsibility for that, Richardson joked in reply.

The audience, again, was unimpressed. Now it seemed as though Rimmer was making light of a serious situation and a mockery of veganism.

Sunday Brunch co-host Tim Lovejoy reassured Rimmer on-air that he wouldnt be canceled over the incident. Vegans might disagree.

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Vegan Twitter loses it over TV host's 'joke' of an apology: 'I'm really offended' - Yahoo Lifestyle

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What Meat Eaters Have to Say About Veganism (You May Be Surprised!) – The National Interest

Most people in the UK are committed meat eaters but for how long? My new research into the views of meat eaters found that most respondents viewed veganism as ethical in principle and good for the environment.

It seems that practical matters of taste, price, and convenience are the main barriers preventing more people from adopting veganism not disagreement with the fundamental idea. This could have major implications for the future of the food industry as meat alternatives become tastier, cheaper and more widely available.

My survey of 1,000 UK adult men and women found that 73% of those surveyed considered veganism to be ethical, while 70% said it was good for the environment. But 61% said adopting a vegan diet was not enjoyable, 77% said it was inconvenient, and 83% said it was not easy.

Other possible barriers such as health concerns and social stigma seemed not to be as important, with 60% considering veganism to be socially acceptable, and over half saying it was healthy.

The idea that most meat eaters agree with the principles of veganism might seem surprising to some. But other research has led to similar conclusions. One study for example, found that almost half of Americans supported a ban on slaughterhouses.

The prevalence of taste, price, and convenience as barriers to change also mirrors previous findings. One British survey found that the most common reason by far people gave for not being vegetarian is simply: I like the taste of meat too much. The second and third most common reasons related to the high cost of meat substitutes and struggling for meal ideas.

These findings present climate and animal advocates with an interesting challenge. People are largely aware that there are good reasons to cut down their animal product consumption, but they are mostly not willing to bear the personal cost of doing so.

Food motivation

Decades of food behaviour research has shown us that price, taste and convenience are the three major factors driving food choices. For most people, ethics and environmental impact simply do not enter into it.

Experimental research has also shown that the act of eating meat can alter peoples views of the morality of eating animals. One study asked participants to rate their moral concern for cows. Before answering, participants were given either nuts or beef jerky to snack on.

The researchers found that eating beef jerky actually caused participants to care less about cows. People seem not to be choosing to eat meat because they think there are good reasons to do so they are choosing to think there are good reasons because they eat meat.

In this way, the default widespread (and, lets be honest, enjoyable) behaviour of meat eating can be a barrier to clear reasoning about our food systems. How can we be expected to discuss this honestly when we have such a strong interest in reaching the conclusion that eating meat is okay?

Fortunately, things are changing. The range, quality, and affordability of vegan options has exploded. My survey was conducted in September 2018, a few months before the tremendously successful release of Greggs vegan sausage roll.

Since then, we have seen an avalanche of high-quality affordable vegan options released in the British supermarkets, restaurants and even fast food outlets. These allow meat eaters to easily replace animal products one meal at a time. When Subway offers a version of its meatball marinara that is compatible with your views on ethics and the environment, why would you choose the one made from an animal if the alternative tastes the same?

The widespread availability of these options means that the growing number of vegans, vegetarians and flexitarians in the UK have more choice than ever. Not only will this entice more people to try vegan options, but it will make it far easier for aspiring vegetarians and vegans to stick to their diets.

With consumer choice comes producer competition, and here we will see the magic of the market. If you think those looking to cut down their meat consumption are spoilt for choice in 2020, just wait to see the effect of these food giants racing to make their vegan offerings better and cheaper as they compete for a rapidly growing customer segment.

We may be about to witness an explosion in research to perfect plant-based meat analogues. Meanwhile, the development of real animal meat grown from stem cells without the animals is gaining pace.

Cheaper and tastier

While these replacements get tastier, more nutritious and cheaper over the next ten years, meat from animals will largely stay the same. It is no wonder the animal farming industry is nervous. Demand for meat and dairy is falling drastically while the market for alternatives has skyrocketed.

In the US, two major dairy producers have filed for bankruptcy in recent months, while a recent report estimated that the meat and dairy industries will collapse in the next decade.

This leaves the average meat eater with a dilemma. Most agree with the reasons for being vegan but object to the price, taste, and convenience of the alternatives.

As these alternatives get cheaper, better and more widespread, meat eaters will have to ask themselves just how good the alternatives need to be before they decide to consume in line with their values. Being one of the last people to pay for needless animal slaughter because the alternative was only pretty good will not be a good look in the near future.

Chris Bryant, PhD Candidate, University of Bath

This article is republished from The Conversation under a Creative Commons license.

Image: Reuters.

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What Meat Eaters Have to Say About Veganism (You May Be Surprised!) - The National Interest

Recommendation and review posted by Alexandra Lee Anderson

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