"Live Your Best PLANTSTRONG Life."

We are here to simplify the journey to a plant-based lifestyle by providing convenient meal solutions built on a foundation of taste, nutritional integrity, and proven science.

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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.