After reading plenty of beautiful, inspiring food and writing magazines, we were left wanting more.
We thought, “Why not have a place to showcase all of the ideas from vegans online, from people of all culinary levels? A place to celebrate and normalize veganism, to show non-vegans that living vegan is now more fun and rewarding than ever?”
From there I modeled our mission around all whole foods, well-thought out stories and features, appealing to everyone, made beautiful to attract vegans AND non-vegans. We’ve brought together so many great ideas, recipes, photography and more from fellow vegans in our online community, and showing the best of the best in a high quality way every season. As time goes by, our content changes to fit what the community wants, and we grow a little more every time.
In a nutshell, we’re here to:
Bring the vegan community together in a positive way.
Support fellow vegan artists, writers, and shop owners (and just the average vegan!)
Banish the traditional ad-centered magazine layout.
Introduce people to a whole foods, plant-based lifestyle, which works with both healthy food and decadent desserts.
Create an emphasis on handmade and working from scratch, so that cooking becomes less of a chore and more a thing to look forward to.
We’ve created two Kickstarter projects since our start, one in the fall of 2011 and one in the summer of 2012. We reached 821% of our original goal the first time around, and 200% of our (higher) goal the second time.