Cart 0

Our Mission:

80% Vegan

If you're even a little bit interested in going vegan, you've landed at the right place. We provide support, encouragement and compassion as you transition to a lifestyle that incorporates less animal consumption. 


We Believe

In progress, not perfection. We reject vegan dogma. We believe that every time you make a vegan choice deserves celebration. We think it's far better for someone to eat vegan 80% of the time than not at all. We think compassion and flexibility are the keys for drastically reduced animal consumption. 

Read our Manifesto


Just Try Going Vegan for 30 Days

If you find yourself here, you have already taken at least the first step on your vegan journey. What a wonderful way to begin! One of the best ways to explore veganism is to sign up for a 30 Day Challenge. A 30 Day Vegan Challenge allows you to dive into veganism and see what it's like. You may think that you could never go without cheese or meat, but how will you know if you don't try? 

Our 30 Day Vegan Challenge gives you all the tools you need to go vegan. We have easy meal plans (that don't involve any weird vegan food!) and a community that you can tap into for encouragement, advice and accountability. 



Vegan challengers

Our goal is to support 10k people this year as they transition to veganism with our 30 day challenge



has a huge impact

Just imagine the billions of animals we could save if we all just ate vegan 80% of the time. 



is where it begins

Taking responsibility for your impact is the only way to make a change. No one else will do it for you.