Mason - Simple Real Food. More than 100 Feel-Good Vegetarian Favorites: A Cookbook with Healthy Recipes Without All the Fuss

It wasnt until 3-years ago that I truly realized, I didnt know how to take care of myself. My poor health resulted in an unhealthy mind and emotion. The best way I can describe this is by referring to zombies; whom walk around tired, sick, and unaware, searching for something I wouldnt be able to use even if I walked right into it. As many other new-to-health advocates can relate, the zombie state remained until I completely changed everything I was putting into and on my body. Most people dont or never realize the control they can have over sickness and perception of life in general. After long consideration, I became vegan with a focus on 50% raw foods.

It took about 2 months to clear a lifetime of unrewarding habits, but once I started to feel more awake with a clear mind, there was no going back. Absorbing only natures richest and pure foods, a plant based diet opened my eyes to the opposing World I could not believe I was stuck in! A pharmaceutical pill for every emotion and feeling, products that contained more ingredients (made in laboratories) then the total years Ive been alive, and diseases deliberately used to kill bacteria in processed meat and byproducts of meat. With a passion for Marketing and Research, I spent the final year of my undergraduate degree focusing in on the resistance of change within an institution or community. Discovering a raw-vegan lifestyle had such a powerful impact on my life I wanted to better understand if this case was personal, as in only applied to me, or that it was widespread throughout the World. As it turns out, there are many people who had found and followed the same path I took. The question then was; why did it take me 35 years to find it? The core of what I learnt focused on three areas: engage, educate, and listen.

Engagement allowed for me to speak and meet with many people, some who were vegan and many who had no idea what veganism was. Engagement brings together groups and communities, this helped me greatly with my research. As I was able to identify pain points within the industry, I found most of the creative Marketing for foods are of products that are not simple or pure in form. Meaning, they have been developed in labs from influences of cost and competition. Educate; I quickly discovered there were many people struggling with the same unacknowledged health problems. With so many varying messages being pushed within the market, it is no wonder people are confused.

Lastly, listening and understanding the reason for resistance of change and ultimately fear within the community, I could design concepts and products that were simple in nature but effective when applied.