In supporting veganism, there are two basic paths to choose from. The first is trying to increase the number of vegans. The second is supporting those who are already vegan.

The first path involves the long and difficult uphill task of changing people’s awareness and thinking. This is what organizations such as PETA try to do. I’ve found that, for whatever reasons,  most people just aren’t ready yet to be so conscious and open-minded.

It doesn’t make sense to try to "convert" people to veganism, any more than it makes sense to convert people to a particular religion. And in-your-face dogma typically backfires.

People are willing to give it a try only when they believe they have come to their own conclusions and feel that the time is right for them — and not a moment before.

Making factual and non-fanatical information available for non-vegans to educate themselves about the merits of a vegetable-based diet is an important part of this.

There are many intelligent and dedicated individuals and organizations pursuing this first path.

I have chosen the second path for myself. I want to help vegan entrepreneurs and businesses succeed.

Why is it so important to me that you succeed?

It’s about making a difference, and beneficially touching as many lives as possible.

There are limits to what I as an isolated individual can accomplish. So to maximize the positive value I can add to the world, I aim to leverage myself through supporting vegan entrepreneurs and vegan business owners. This is the perfect intersection among my passion, experience, and abilities.

When you, the vegan business owner, prosper, you’re in a position to make your optimal positive impact on the world. When that happens, everybody wins.

Entrepreneurs are the life blood of society. Vegan businesses add value to the lives of vegans everywhere. By helping vegan business owners, I indirectly support the vegan society as a whole and help vegans thrive.

At least, that’s my humble goal.