Our purpose is to simplify the journey to a whole foods, plant-based lifestyle with a complete ecosystem of education, support, and delicious meal solutions.
Our vision is for a future fueled by plants. We want to educate people on the benefits of a plant-based lifestyle and empower them to take control of their health, and heal the planet.
Our founder, Rip Esselstyn spent a decade as one of the premier triathletes in the world. He then joined the Austin Fire Department where he introduced his passion for a whole-food, plant-based diet to Austin’s Engine 2 Firehouse in order to rescue a firefighting brother’s health. To document his success he wrote the national bestselling book, "The Engine 2 Diet," which shows the irrefutable connection between a plant-based diet and good health. He is featured prominently in the documentary Forks Over Knives.