GREATER GOOD - VEGAN POWER

N E W Y E A R 2 0 2 1

D

CURATOR + PUBLISHER

Christian Shane Dougherty christian@societymedia.net

DESIGN

Megan McGaha mmmcgaha@gmail.com

SOCIETY NEW YORK

646 628 1013

SOCIETY LOS ANGELES 323 400 3077

SOCIETY PARIS 33 977 218 202 ADVERTISING 646 628 1013 christian@societymedia.net

Copyright ©2021. Greater Good Magazine®/All rights reserved. Greater Good Magazine® is published quarterly by Society Media, LLC. The entire contents of Greater Good Magazine are copyright and may not be reproduced without the expressed written consent of the Publisher. Greater Good Magazine® does not accept responsibility for unsolicited manuscripts and/or photographs. Greater Good Magazine® assumes no liability for products, or services, advertised herein. Publisher reserves the right to edit, rewrite or refuse editorial material and assume no responsibility for accuracy, errors or omissions. All correspondence should be sent to: Society Media - 1330 Ave. of the Americas, Suite 23A, New York, NY 10019. Thank you.

Welcome to Greater Good Magazine!

Thank you for taking the time to page through our inaugural issue. I am extreme ly excited to share the wonderful relation ships built during the orchestration of this edition. Our mission is simple. We excel towards heightening awareness of the posi tive impacts of a vegan lifestyle, animal rights and global conservation. The goal is to grow, learn and do our part in making the world a better place.

I am incredibly grateful to be a part of this journey and fortunate to have had the opportunity to converse with such amazing people in this issue. I look for ward to continuing these conversations and moving forward producing the best editorial content on the globe.

Please enjoy this issue’s journey from New York to Switzerland to the United Kingdom. We talk and learn from today’s gamechangers and disruptors, while showcasing many of the mission-driven vegan business es that will define 2021.

Cheers!

Christian Shane Dougherty Curator + Publisher

Christian@societymedia.net

By Vic Aguilar

All runners or any would-be outdoor enthusiasts will tell you they have a favorite place, and a favorite time of the year to be outside. It calls to you in an almost spiritual way. It’s hard to explain but it’s true. For many, the love of being outdoors represents a sense of true happiness. Even hikers or people who visit natural preserves and parks - both local and national - understand this feeling. I will gladly admit that I am one of those people. For many years now, I have had a long-lasting love affair with Mother Nature. I am happy when I am with her. And, how I maintain this affair is by way of trail running.

Trail running never fails to provide me the feeling of peace and serenity. It is my place of comfort. For me, that comfort comes from the sound of the trails and the feeling of the earth under my feet as I run on a single dirt path turning, pivoting and hopping over roots and rocks. This type of running targets different muscle groups. Trail running keeps my mind focused and sharp as the careful landing of your feet is vital. When I run up a hill and cannot see the top, but you know it’s there, waiting for you. I run up it as hard as I can to reach the top as my cardio level spikes to almost max. The adrenaline you get once you get to the top of that hill is an incredible level of satisfaction. That is when I say “not today hill, not today!”

The benefits of trail running goes beyond the physical challenge. That benefit is expected. The complete connection for me when it comes to trail running is when I am out there during that specific time of the year, which for many trail runners is ALL year. That is what it’s all about. That’s what it means. Just to be out there all year long. I call it the running seasons. It is the experience of running in the fall where the foliage of yellow, orange and red shimmers in the sunlight; or, in the winter being the first runner out on the trails early in the morning where fresh fallen snow from the night before makes the white scenery simply majestic. The spring is when you notice the dew from the blades of grass, and in the summer where you fight the humidity, sweating profusely but cannot help loving the long days. Trail running gives you more than exercise. It gives you more than staying fit and healthy. It gives you the experience as you run through the running seasons in a beautiful and peaceful place.

VIC AGUILAR

ONCE UPON A RUN - Running Coach, Fitness Instructor, Group Ex and SGT

Spinning, TRX, Resistance Band Training

“Discipline is the Fuel that Feeds the Fire”

https://www.runningwithvic.com

LIMITLESS

ATHENA SIMPSON

By Christian Shane Dougherty

Where did you grow up and were you interested in food, health and an active lifestyle at an early age? What made you decide to go vegan?

I grew up in Colorado and was into the rave and rock scene in the late 90’s. I was a different person back then, working at a radio station and big into the music party environment, constantly working, caffeine and little sleep. That being said, I was not educated on organic food or the benefits of healthy eating.

I have been vegan for six years. I became really interested in how food reacts and charges up your body – without including meat. The results were amazing, and I felt no void – I have not looked back!

“I felt alone, overwhelmed, stuck and like a failure. I had anxiety and put my self-care last. I had no idea what happiness looked like for me. I discovered the key is redefining what success looks like by reprogramming myself. I have coached and mentored hundreds of people to find clarity on how to find their own version of happiness and to cut their working time by up to 50% without affecting their income by unlocking their hidden productivity skills.

Stop sacrificing your life to other people and things. Take control of your life.”

Who, or what, keeps you motivated? Inspires you?

Motivation comes from staying focused, maintaining your wellbeing and getting good sleep. I have created a routine to get better sleep to combat any type of anxiety. And, looking back at my old lifestyle – not living “life” – I knew there was more out there. Surrounding yourself with people that inspire you is key.

Tell us a bit about your exciting new program Unrestricted.

Unrestricted is a movement to redefine success and ask ourselves what our lives could be like if we stopped paying attention to the norms and started blazing our own path? It is delivered through a podcast that interviews inspiring women who are living life on their own terms through challenges to help people redefine how they view their own productivity. And, an upcoming book and masterclass that helps you learn the habits, skills and techniques to optimize your life and redefine success on your own terms.

V L U X

L U X U R Y V E G A N

C O M I N G S O O N

COMPASSION IS FASHION

By Greater Good Magazine and VLUX

The Pelush concept has been created to reposition and transform the boundaries of the faux fur world; a ReFAUXlution. Through meticulous research and the selection of the finest Italian fabrics, and the best man-made pelage, each coat is carefully crafted to create a luxurious and elegant experience.

Pelush offers bespoke products with graceful monograms, oneof-a-kind linings, trims, handmade crochet and jewel appliqués, making the coats truly distinctive and personal.

A cruelty-free product, Pelush is a wonderful alternative for the modern woman in search of glamour, comfort, and the warmth of a plush coat.

We had a wonderful opportunity to talk to Anna Tagliabue, Founder and Creative Director.

You are ahead of your time, when did you originally come up with this concept?

I’ve always been a futurist, always looking for what’s ahead, a trend setter, loving fashion and exploring new possibilities, inventing, reinventing, ques-

ANNA TAGLIABUE, FOUNDER & CREATIVE DIRECTOR

tioning everything and being curious.

The original idea was brewing in my head for over two decades. In my early twenties I worked for the luxury fashion house of Fendi, and that’s where the

first inspiration originated. Back then, we didn’t have any of the technical alternatives we have today, only wool or fur to keep us warm. One day, Fendi made the most beautiful faux fur coat. It looked exactly like

the real sheared mink that was on display. I immediately fell in love with this product. I found it so cool and innovative, like something from the future. I thought to myself: “if we can reproduce something that looks

and feels the same, that has the same luxurious glamorous effect, we won’t need to kill beautiful innocent animals anymore. How wonderful this would be!”

So, I started doing market research all over the world, but I had to wait 18 years for the technology to achieve the exceptional quality we have accomplished today. Now, we can reproduce, replicate and mimic any kind of animal fur that exists in nature, and even invent new ones, giving a fashion designer a more extensive choice and inspiring more creativity.

Faux fur is the most exciting fabric technology of our time and always a better choice, environmentally and ethically.

How challenging is it to get the brand recognized in the fashion world today versus

five years ago?

The world has completely changed in the past five to seven years. Thanks to social media and the speed with which we receive information, consumer awareness and habits have switched towards a more conscious, sustainable and ethical lifestyle, as it should be. All the animal cruelty behind fashion and other industries has been exposed, and people are not okay with it. Now before buying something, we think of who we’re supporting, and cast a vote with every purchase. Retail is completely at a halt right now and very soon we’re going to see the collapse of many prominent fashion houses, even the most established ones with old traditional backgrounds, because of the new consumer moral choices and because of the abrupt climate crisis that is going to change everything.

A fashion house or designer must always be in tune with the social climate they’re living in and be able to foresee future shifts and tendencies. Today, it is very difficult to get exposure unless you pay top dollar, and even then, nothing is guaranteed. Google, Instagram, Facebook and others are monopolizing the social media platform for profit and shadowing small entrepreneurs and businesses with continuous algorithm changes, resulting in obscuring the most exciting upcoming new talents of our time. It’s just another game, but at the expenses of who is trying to

emerge fairly.

What is your typical day?

You can’t take the Italian out of me because I like to have my breakfast in outside cafes. I usually go to Le Pain Quotidian because they have great vegan choices and everything is organic, including the coffee! While there, I check my emails and post on Instagram. My day varies each time. I have to prioritize everything, arrange various things, organizing, designing, sourcing materials, timing, making things by hand, and also be able to

foresee obstacles and future complications. I’m wearing many hats and this can be very exhausting.

In the past year, I’ve switched my priorities and focused more on activism and family than fashion. People think there is a big team behind the brand, but the reality is that it’s just me. For a few years, I had no life and worked extremely hard to build a brand from nothing with a strong product, philosophy and mission statement.

Fashion is a huge monster machine and it’s impossible to do this all by yourself.

So now, I’m looking for an investor/partner that shares the same values and that is not afraid to disrupt, challenge, advocate a cruelty free lifestyle that is beautiful and glamorous, with dignity and integrity. “Compassion is fashion.” These are the words I wrote when I participated at my very first antifur protest in front of Blooming-

dales and one of Pelush mantras along with #JointheReFAUXlution and Be Kind to Animals.

What is exactly #ReFAUXlution? (Manifesto)

The Fur Revolution (#ReFAUXlution) is an anti-fur movement, a

fashion statement that stands behind the company philosophy by offering the best possible alternative to real fur and the defender of justice.

It’s the antidote to the fur industry.

#ReFAUXlution is about compassion and the reconnection to the

animals and nature.

A Revolution of the heart, a new conscious awareness recognizing that animals matter morally; therefore, cannot be considered as property, objects, slaves or machines.

ReFAUXlution is about change, a commitment to be better human beings by rejecting all exploitation and injustice of nonhuman animals and human animals alike.

ReFAUXlution uses activism through fashion to promote veganism as the moral imperative of our time and a cruelty free lifestyle that is beautiful, luxurious and glamorous with

dignity and integrity. It’s Fashion in Action.

Pelush mantra:

Be Kind to Animal

Compassion is Fashion

#ReFAUXlution #JointheReFAUXlution

Who, what and/or where inspires you? Personally, professionally or both?

I never have to look for inspiration - inspiration finds me, because it’s everywhere. Inspiration is an organic process, which comes naturally. Life is inspiring and anything can trigger the imagination and start the creative process.

But, I thrive the most when I’m in nature or when I travel. My love for beautiful things, art, architecture, couture fashion, textiles, textures, vintage jewelry, design, poetry, opera, classical music, old movies, other fashion designers.... and of course the animals, which are at the center stage of everything I do.

Personally, the people that inspire me the most have never been actors or singers. I admire knowledge and people with courage to act intelligently, speaking the truth and fighting all injustice. Right now, people like Ed Winters, Greta Thunberg, Dr. Neal Barnard, James Hansen, Matthew Kenney, and so many others, each of them in different fields, are literally changing the world, and human-

ity desperately needs to change everything, the way we think, eat, buy, consume, our habits etc., or we won’t survive.

Do you have family in NYC?

I see my mother every day on Skype. I’m from Milan Italy, and all my family lives there.

I live in New York City with my

wonderful husband who is American, and have a little long hair chihuahua named Choco, who is also the Pelush mascot. Europe is my favorite place to visit, and my dream is to show the collection in Paris one day.

What are your plans for the future?

Being a vegan and knowing about

the detrimental environmental impact that fashion has on the environment, sometimes I skip a season, especially spring/ summer which is not my specialty, even though, I would like to do a beautiful summer collection that is easy and practical with organic soft materials. The more things we make, the worse it is for the planet. Fashion is an ecological disaster, and the market is completely saturated with clothing that nobody needs. The whole entire system should be changed and come up with a new formula. Fashion houses and designers should make only two seasons per year, not four or six, and we should stop making continuous fashion like fast fashion that is choking the Earth and ends up in landfills. We also need to change our perception of fashion. To make clothes is very expensive and when we buy something cheap, we are directly responsible of exploiting people, communities and resources, supporting child labor and garment workers in factories around the world most of whom are women. Displaced migrants are often poorly paid, and work in sweatshop-like conditions. In addition to exploitive practices, the $2.5 trillion fast fashion industry is one of larg-

est global users of water and a significant contributor to the abrupt climate crisis.

Activism is especially important to me and I use fashion as a tool to spread awareness and education about animals used for fashion. It’s fashion in action, or as a call it, a # ReFAUXlution Live with purpose and live with urgency because the outcome of the future depends on the choices we make today.

https://pelush.com

TOMER VERSANO NYC real estate agent, broker and restauranteur

“I decided to go veg when I was a kid, about 10 years old. I saw a flyer with information about the meat industry, looked at my dog who was my best friend, and something just clicked.”

By Greater Good Magazine

How do you stay motivated to eat and live the lifestyle?

What keeps me motivated to eat and live the lifestyle is knowing that it is the best decision for my body and health, the planet and environment and of course our fellow earthlings and the animals. Switching to a plant-based diet and a vegan lifestyle may seem difficult at first, as with most life changing decisions, but once you start and you see how amazing you feel and how many delicious food options you really have, especially nowadays, there is no reason to ever go back.

Were you inspired by someone, or something, in particular?

I decided to go veg when I was a kid,

about 10 years old. I saw a flyer with information about the meat industry, looked at my dog who was my best friend, and something just clicked. It would have broken my heart if someone would harm my dog, so can I justify causing pain to another living creature? I could not and became vegetarian on the spot. Veganism came a few years after that once I was exposed to more information.

How do you think the vegan uprise will change the planet?

It is not a secret that the animal agriculture industry is one of the main causes for global warming, environmental destruction and is the main cause for tropical deforestation and aquatic pollution. We must change our consumption habits if we want to see a bright future for our

planet - choosing a plant-based diet is one of the most passive ways to make a positive change.

What is your favorite dish to prepare when you are at home relaxing? Wine?

When relaxing at home, I am a big tea drinker, and it usually goes well with my specialty - almond butter and jelly sandwiches.

For more info on Tomer, contact KW: Keller Williams NYC

379 Broadway

New York, NY 10013

212-828-0800

THE CEO

By Greater Good Magazine

Omari McQueen, CEO of Dipalicious

Omari McQueen is the youngest awardwinning vegan chef in the UK and the CEO and founder of Dipalicious. Omari started Dipalicious at eight years old after starting a YouTube channel where he filmed himself making his very own vegan pizza. He felt that the pizza was to dry and did not know if Heinz Tomato sauce was vegan, so he made his first dip - the Caribbean Kick. After allowing us to taste it and getting good reviews from our family, he decided he wanted to start selling his dip and created two more dips to begin selling.

Omari now has a selection of dips, snacks, juice packs and seasoning and saving for his very own bus converted restaurant and his balanced preprepared vegan meals for children.

What a pleasure chatting with Omari…

What got you interested in the type of foods you are cooking?

I do not want any animals hurt for our benefit or consumption – it is not a good feeling.

What is your specialty dish?

Barbecued Jack Fruit is my favorite.

I see your dips are popular in the UK right now, any plans of expanding into the US?

Yes, we just need to figure it out.

Future plans?

I want to convert a bus into a food truck and be able to offer my dips to more people. And, eventually have my own restaurant.

What do you like to do in your spare time?

I love cooking and playing sports – my favorite is football!

What is your motto?

Stay humble, be yourself and your flaws make you unique.

Omari McQueen, CEO of Dipalicious

What would you tell someone thinking of starting their own business?

I would tell someone to never give up, and you are never too young or too old to start a business.

CHICAGO BANS HORSEDRAWN CARRIAGES

By Greater Good Magazine

“Animal protection has been more than just a profession for me - it’s been my passion. Whether working to end greyhound racing in Massachusetts, educating students everywhere on alternatives to dissection and vivisection, exposing the cruelty of rodeos and bullfighting or helping homeless companion animals in Chicago, it’s been a driving force in my life.

Jodie Wiederkehr,

Founder at Partnership to Ban HorseDrawn Carriages Worldwide and Executive Director and Founding Member at Chicago Alliance for Animals

Chicago’s carriage ban officially took effect on the first of January. According to Chicago Alliance for Animals (CAA), Chicago’s City Council’s vote to not renew licenses for horse-drawn carriage officially began on January 1, 2021.

How did you know you wanted to act on behalf of the animals?

At a young age, I always took in cats, find a shelter, many stories of taking care of injured wildlife, my sister worked for a veterinarian and there were always animals around our family. It was natural for me.

I ended up volunteering and worked for several organizations leading me to where I am today.

Tell us a bit about CAA. Formed in May 2015, CAA is an allvolunteer, grassroots animal advocacy organization. Because of CAA’s undercover work and documenting Chicago’s horse carriage operators’ routine abuse of carriage horses and the law, they were fined more than $20,000 in 2017 and were taken to court by the City of Chicago in the summer of 2018. They continue to rack up violations and fines to this day. No one gets paid, there are no overhead costs. We spend very little money, but we are making a big impact.

What keeps you motivated and moving for the cause?

The idea of liberating animals is my motivation. And, working with the activists inspires me to make a difference and push myself. The confidence that we will continue to make a difference keeps me working, calling, emailing and reaching out to global organizations to keep animals out of harm’s way.

Anyone around the world can help with one minute a day!

I am deeply committed to the protection and well-being of all animals and have always believed that they deserve a stronger voice in our society. For this reason, I work on their behalf.” https://www.chicagoallianceforanimals.org

VOICE FOR THE

Combatting NYC Carriage Horse Mistreatment

A longtime lover and advocate for animals, the environment and wild places, Edita believes that animal protection is a social justice issue. Edita’s passionate belief that positive societal change begins with individual choices led her to NYCLASS, where getting political for animals begins with each person. She is a graduate of the Institute for Integrative Nutrition, a certified Holistic Health Counselor, and she earned a B.A in English Literature and Urban Studies from the City University of New York in 2000. Her belief in the interconnectedness of our treatment of animals, the environment, and each other is a guiding force in her life.

What made you decide to stand up for animal rights? Does your interest in nutrition and conservation, go back to your childhood?

Edita Birnkrant, Executive Director of NYCLASS (New Yorkers for Clean, Livable and Safe Streets)

By Christian Shane Dougherty

Edita Birnkrant is Executive Director of NYCLASS. Prior to joining NYCLASS, Edita was the Campaigns Director for Friends of Animals, where for 12 years she worked on numerous local, national and international animal protection issues for both wildlife and domestic animals around the world, was integral in introducing and enacting legislation into law to benefit animals in New York state and others, and since 2007 has been a leader in the campaign to get carriage horses off New York City streets and other cities.

I have had a lifelong admiration, awe, and love of animals of all kinds from the time I was a young child. I always connected with animals and wanted to be around them. During college, I became more educated about social justice issues, including environmentalism, and I was drawn to learning more about animal rights causes. The more I learned, the more passionate I became about wanting to make a difference for animals and change the world for the better. I had a “lightbulb” moment after visiting a sanctuary for rescued and abused farm animals in 2000 and learning about how destructive and violent animal agriculture is to the animals, the environment and our health. It became obvious to me that switching to a vegan diet was the best choice for me and I was right! I went vegan about 19 years ago and it was one of the best decisions I’ve ever made. I attended a nutrition school to learn more and be a better advocate for a plant-based diet. As I began to get more involved and volunteer with animal rights groups I became passionate about wildlife issues as well. Ultimately my dedication to fighting for animal rights comes down to want to make the world more peaceful for everyone, and to create a more

THE VOICELESS

just, fair society. Animals matter, and I think that the collective conscious about how animals matter morally has shifted and will continue to shift in the right direction.

How

did you get involved with NYCLASS?

I have worked closely with NYCLASS on the carriage horse issue and other New York City animal rights initiatives and legislation in New York since 2009 through my involvement with other animal protection organizations. In 2017, when NYCLASS restructured as an organization, I was thrilled to join the team as Executive Director. As a lifelong New Yorker, the plight of the longsuffering carriage horses has always been close to my heart. NYCLASS focuses on making big differences for animals in New York by both passing legislation to protect animals and end abuse and doing advocacy work.

As Executive Director, what is your typical day like?

There is no typical day! As a small organization, I wear many different hats for NYCLASS on any given day. One day I may be monitoring and filming the carriage horses and documenting and exposing the many violations and cruelties that occur to the horses at 59th Street and throughout the city, I may be leading an educational outreach or rally event for the horses with volunteers, I may be meeting with elected officials, or testifying at a City hearing or an event on behalf of NYCLASS or doing a media interview. NYCLASS is the only organization with a focus on helping New York City carriage horses, so we need to be constantly vigilant in regard to being aware of what is going on with them on city streets daily, documenting and reporting any abuse or violations that we see or that are reported to us. In addition to advocating for the carriage horses, we also support and lobby for many other pro-animal, pro-environment pieces of legislation in both the City Council and on a state level, and we endorse and help elect candidates for office who support animal rights.

Every day I am also communicating with our supporters and volunteers, answering emails and questions, posting content on our social media accounts, sending out email action alerts and updating our website. I love that no day is ever the

same!

What is the biggest challenge(s) you face when advocating for the horses?

We operate in New York City, which has so much going on every single day and is the city that never sleeps! Getting mainstream attention for your cause and passing legislation and changing laws can be a challenge at times because of the overwhelming number of other things and important causes happening at any moment in New York. However, there is so much support among New Yorkers and many of our elected officials for making positive changes for the horses, so we are grateful for that.

Where are we today regarding the carriage horses and progress? What is the mission for 2021?

At the end of 2019, we made significant progress with two big significant changes to improve the welfare of New York City’s carriage horses. The hack line was moved out of traffic on 59th Street into car-safe no traffic locations in Central Park. Secondly, we passed a signature legislation Carriage Horse Heat Relief Bill. It was signed into law in November of 2019 by Mayor de Blasio. Prior to this bill, horses were subjected to extremely high heat during the day. They suffered in heat indexes up 150 degrees, resulting in horses collapsing, getting sicker and some dying.

The goal in 2021 is to completely ban horse carriages. So many other locations around the world have already done so. New York is lagging in making progress compared to other countries and cities. The challenge is that the industry is one of the largest in the country. But, our goal is to keep fighting, address local governments, educate tourists and locals on just how cruel the carriage industry is and how badly the horses are mistreated and mishandled.

NYCLASS is committed to creating positive changes for the horses and righting these wrongs. This is the year to make it happen! https://www.nyclass.org/

THEN

JENNY GOLDFARB, CEO Unreal Deli Corp.

UNREAL, THEN AND NOW

Plants can now be cooked into the finest DELIcacies. We are thrilled to be part of the revolution.

The mission is critical: our health, earth and animal friends depend on it. This is the future we are working to create. Authenticity is what people enjoy most when they taste Unreal Deli.

The groundwork was laid over 100 years ago… Morris Gross (middle), immigrated from Romania to New York City in 1907, started working as a dishwasher, ultimately com-

ing to own and operate several New York delis and cafeterias.

His great granddaughter, Mrs. Jenny Goldfarb, carries on the family business with a modern twist.

I was so excited to get the opportunity to chat with Jenny Goldfarb!

When did you realize you had something good in the works?

I must give my in-laws credit because they are a bit set in their ways when it comes to deli corned beef. Once they tried my Unreal Corned Beef and loved it, that was the determining factor!

How did you start marketing the product?

I found the general manager of my local supermarket and recorded his wonderful reaction. Then, I went to all of the local delis and they welcomed the vegan corned beef. I was incredibly happy they were so accommodating and showed such hospitality. Throughout my travels, I would keep organizing, improving and extend my reach.

What keeps you motivated?

I keep informed of my surroundings and what is happening in the local, and global, vegan community. And, the motivation comes from just me believing in myself, knowing that I am making a change in the world. The mission keeps me moving!

What would you tell someone that is thinking about going vegan?

If they think it may help one, or two, areas of their life – they should go for it. Also, with today’s choices, there is not a lot of sacrifice for the palate along with immediate positive results.

What will the immediate future bring?

Unreal Deli is looking forward to growing a consumer box program, keeping up with logistical details and most importantly keeping our customers, and new customers, very satisfied and coming back.

We are doing it all for the good!

https://www.unrealdeli.com

FABRIC OF THE STORY

ECOMASK

By Christian Shane Dougherty

Tell us a bit about your motivation to invent such a mask.

My name is Laura Robichaux. I am originally from New Orleans in the United States. However, for the last five years, I have been based in Germany working in the automotive industry. I have always wanted to start a values driven business to prove that real sustainability does not have to come with a green tax. To me, sustainability means creating value for all stakeholders where the planet is also a stakeholder.

The idea to create a sustainable face mask came about during the summer of 2020 in response to the proliferation of single use personal protective equipment related to COVID-19. I had this moment when I realized every

single body of water I had been near since the pandemic started had a face mask floating around in it or washed up on the shore. I started looking for a sustainable mask to use for myself. When I could not find one that did not have tradeoffs for either people or the planet, I realized I needed to make one.

Our vision is to make the most sustainable and effective reusable face masks on the market to end mask trash. We vow to do this while maintaining conscious and ethical business practices and by donating 1% of proceeds from all purchases to the Healthy Seas organization. Healthy Seas is an environmental charity working in various European countries (North, Mediterranean and Adriatic Seas) and in New Zealand (Pacific Ocean), to collect waste fishing nets in collaboration with

fishermen and volunteer divers. These nets pose a severe threat to marine life if abandoned or lost at sea. The nets collected are ultimately regenerated by Aquafil, together with other nylon waste, to produce ECONYL® yarn used in a variety of sustainable products, like the Ecomask face masks. From where do you draw your inspiration?

People who take risks, chase dreams and are brave enough to show the world who they are. And, the incredible work of the volunteer divers who work with Healthy Seas to pull discarded fishing gear from the ocean to protect and save marine life.

You use multi-layering technology. How does this compare to the typical mask one purchases online or elsewhere?

The vision is simple for Laura Robichaux, Founder of Ecomask – to make the most sustainable and effective reusable filtering face masks on the market to end mask trash. We vow to do this while maintaining conscious and ethical business practices.

Lara Robichaux, Founder of Ecomask

This is such a good question. There is so much confusion in the market about different types of masks and which are best.

Surgical masks like the ones doctors wear are fluid resistant and protect the others from the wearer’s respiratory emissions. They are loose fitting which means that air can flow around the filter, and they are not built to protect the wearer.

Respirators (like an N95 mask) on the other hand reduce the

wearer’s exposure to airborne particles including small particle aerosols and large fluid droplets. These are tight fitting.

To make Ecomask, we used a high-quality filter technology (FFP2) which is meant to protect the wearer and others from which they might come into contact.

A good filter is important because the particle size of bacteria and viruses are so small that they can just pass through a lot of materials like cotton. That is true

even if there are multiple layers of cotton. We also elected not to make a replaceable filter because in doing so, it makes the filter less effective. Our filter is sewn into place so air cannot get around it.

To make it more interesting, there are different kinds of highquality filters - some are washable, and some are not. We made sure to use one that is washable so it can be used multiple times.

One other thing to watch out for in mask design is a seam down the middle of the face and

mouth. This seam creates tiny holes which do not seem big to us but to invisible particles a seam is like a superhighway and reduces the filter effectiveness.

Any predictions for 2021 regarding awareness and sustainability?

We can look around us and see that people care more about these topics than they did five years ago. There is more awareness and education every day. Sustainable businesses which are a source of good are here to stay and will help us usher in the changes we need to see for the wellbeing of all of humanity and our home on earth. I am

extremely excited to see the disruption these businesses have had on traditional industries such as the automotive industry, dairy and animal farming. They are the proof that large scale change is possible.

https://ecomask.co

https://www.healthyseas.org

VEGANUARY

all year long

that’s the best thing each of us can do to fight climate chaos and spare animals from suffering.

Where do you see Vegan going over the next three years?

We believe that the future is plant based! Companies all over the world are starting to realize this and are investing more and more in vegan innovations. Virtually, every major retailer and restaurant chain in the UK is now rolling out promotions for Veganuary. I predict that over the course of the next few years, we’ll see the same happening in the US. Businesses that do not embrace the plant-based revolution will soon be obsolete.

By Christian Shane Dougherty

Veganuary is a non-profit organization that encourages people worldwide to try vegan for January and beyond. During the 2020 campaign, more than 400,000 people took our pledge to try a vegan diet, while more than 600 brands, restaurants and supermarkets promoted the campaign and launched more than 1200 new vegan products and menus in the UK market alone.

Throughout the year, Veganuary encourages and supports people and businesses alike to move to a plant-based diet as a way of protecting the environment, preventing animal suffering and improving the health of millions of people.

Wendy Matthews, US Director, was kind

enough to take a time out of her busy schedule to talk with Greater Good Magazine.

What drives the motivation behind Veganuary?

Our vision is simple: we want a vegan world. A world without animal farms and slaughterhouses. A world where food production does not decimate forests, pollute rivers and oceans, exacerbate climate change, and drive wild animal populations to extinction. Veganuary exists to help people discover delicious plant-wbased foods and realize how easy it is to incorporate them into their lives. While the pledge is for 31 days, we certainly hope that people will choose to stay vegan after January because

Veganuary 2021 is the biggest yet. How are you handling the growth?

Campaign momentum and the shifting marketplace can act to reinforce each other, leading to what we like to call “the Veganuary effect.” As Veganuary attracts more participants (550,000 and counting for 2021 so far!) and more media buzz, businesses take notice and increase the availability of vegan options on shelves and menus. The popularity of Veganuary means kinder and more environmentally friendly choices for all consumers. As we expand globally, we’re bringing on a dynamic and talented international team to help localize content and resources and connect with local businesses.

https://veganuary.com

WENDY MATTHEWS, US Director of Veganuary

THE POWER OF GREEN

By Christian Shane Dougherty

Avocadomilk is environmentally responsible. Our farms are all irrigated with rainwater only – no additional irrigation systems used. All our bottles are rPET. This means that they are made from 100% recycled plastic and can keep being recycled. The company uses 100% vegetable inks for all labelling. I recently had the pleasure of chatting with Terry Daly, owner of Avocadomilk.

Can you tell us a little about where you are from and how you were inspired to create Avocadomilk?

Avocadomilk is from New Zealand. It is owned by three New

Zealanders, Nick Siu, Sachie Nomura (Nicks wife) and Terry Daly (me). Sachie is a chef and she invented avocadomilk - she was trying to make a mayonaise out of avocados, and it was very liquid and she thought it tasted great - got Nick and I to try it, and we liked it. We had never seen an avocadomilk before so thought we should make it.

With your new distributor, do you anticipate making the product available in more cities, or just California for now?

We are now with Kehe and Unifi. We employed a sales manager for the USA earlier this year, we are now in over 200 supermarkets in California, the Rocky

Mountain Area, Texas and the Midwest. We are in final discussions with supermarkets in New York and Florida so should be on shelves across the states in September.

Where do you get the avocados?

Mexico - we wanted to have a grower that was sustainable and used only rainwater that looked after the land that they grow on and the people that grow the fruit. And most importantly, the best tasting avocados can be found on our farms in Mexico!

What keeps you motivated as an entrepreneur?

I really dislike the word entrepreneur. It has always sounded like someone who is in between failures to me. I am motivated by people - I love being involved with something that does some good, I love showing my kids that you can sit in New Zealand and dream up an idea that no one else has thought of and he can get Jimmy Fallon to talk about it! Or, get it on Good Morning America. But, most of all, I just really like avocados.

What is the greatest benefit of AvocadoMilk and what is your favorite way to enjoy it?

I drink it every day on my granola (we call it museli in New Zealand) - I make my daughters smoothies with it. The benefit is that you are adding a superfood to your diet every day.

Frances Gonzalez, Owner of Vegan Wines & Despacito Distrubutors

Soul of theSoulWine of theWine

By Greater Good Magazine

Despacito Distributors & Vegan Wines was founded by Frances Gonzalez in 2017 and focuses on providing high-quality vegan wines from the soil to the bottle. Vegan Wines is a subscription-based club and online wine shop that ships to over 41 states. Despacito Distributors is a wine importer and distribution company that supplies 100% plant-based wines to business owners in the hospitality industry. The wines for Vegan Wines are from Despacito Distributors both owned by Frances Gonzalez.

What made you get into Vegan wines?

I have been in the industry for 25 years and vegan for a long time! I went on a wine tasting in France for a birthday, and the folks there mentioned the soil had egg whites in them. After visiting many more vineyards, I found out the same type of soil is being used throughout. So, I came back to the states and Googled vegan wines and there were none to be found. So, I started researching and the rest is history.

Are true vegan Vineyards hard to find?

It is very tough to find because of the ingredients that are included in the soil, such as fish fertilizer and other animal ingredients.

Soul of theWine

How many labels are you distributing now?

We have over 40 companies that we work with on a regular basis. Our team works extremely hard to build relationships and produce excellent results for our customers.

What made you go Vegan?

I watched a documentary many years ago with a friend who was vegan, and it just clicked for me.

Do you pick out the wines for the customers upon an order being placed?

Yes, depending on many variables. We pair the packaged wine with the story behind it - we want the customer to feel as if they were in Italy or France sipping a glass!

What is happening in 2021?

Vegan Champagne and a private label! And, educating consumers, and heightening awareness on the soil and how our diet is affected from the origin of food.

Cheers!

https://veganwines.com/