It’s better to convince 100 people to eat plant-based most of the time, than convert 1 person to veganism. 100 people will drive systemic change; 1 person will not.
The Mission Statement
“We aim to maximise participation in plant-based, vegan and vegetarian diets by implementing and promoting behaviour orientated interventions with the intention of planting the seeds for long-term value changes in individuals and society”
Our Philosophy
Our Philosophy Centres around a three main principles.
1) Behaviour drives values.
Our first point is that we focus on behaviour, habits and actions as sources of values. The typical information deficit model at the core of plant-based campaigning assumes that if we change people’s opinion, their behaviour will follow suit. The value-action gap is evidence to the contrary.
Our organisation is centered around the principle that our values are derived from our habitual practices – that we seek to justify. Change the behaviour first, and the values will follow.
2) We are part of a system
Everyone is an important individual, but we also are all part of a system. Our food system is exactly that: a system. As a result, we shouldn’t put the blame of the moral failings of this system squarely on the shoulders of any one individual.
We can change the system by moving the collective mass via the behaviour of many individuals, but we accept imperfections.
If we can get many people participating in plant-based diets, this will drive innovation, improving the quality of plant-based foods and thus creating a positive feedback loop. Perfection of an individual not required.
3) Our Food System fails animals, the planet, and human health
This value is the driving value of Plant Seeds. The uncomfortable why.
Our food system is built upon seperating the food presented in a supermarket, and it’s origins. The reality is a food system built upon industrial agriculture, factory farming, lies and deceit.
a) Billions of animals live cruel lives, ended in cruel ways.
b) Demand for eating animals continues to grow, despite us reaching our planetary limits of the amount of livestock the earth can hold (feeding people plants directly has a considerably lower environmental footprint).
c) Diets with a strong basis in plant matter are the optimal diet for human health.
These are the reasons why creating a positivity orientated, behaviour focussed, initiative seeking to expand participation in plant-based diets is such an imperative.