Once the brand flagship is up and running, I’d like to develop the concept into a global chain and franchise it for profit. What? Did I just say profit?! Yes, and here’s what I intend to do with the spoils… I’d like to realise my second big dream of purchasing a massive farm and transforming it into a self-sustainable sanctuary for rescued animals AND ABUSED HUMANS.
Instead of signing another useless petition, organising another dramatic protest, or buying another angry militant vegan t-shirt, I don’t want meat-eaters to feel guilt or shame about their personal choices. I simply want to reach them through their tummies and tastebuds, rather than their generationally brainwashed heads.
Yes, I know a Vegan Butchery sounds like a crazy oxymoron, but that's the point. Regardless if you eat meat or don’t, the one thing we can agree on is the fact that store-bough processed food is not clean or nutritious anymore. If it’s not hormone injections, toxic chemicals, or flat-out torture, it’s slave labour, GMOs, deforestation and plain old selfish greed. My intention is to provide conscious humans with non-sentient cuisine that is tasty, affordable, nutritious, and above all animal-cruelty free.
South Africa is a Braai (BBQ) culture and the apex of most social gatherings centre around people grilling around a fire. Sadly, compassionate people who refuse to snuff out the life of their dinner are left out, mocked and ostracised. I have personally been ridiculed by ‘friends’ throwing a carrot on the fire just to mock me. Grilled carrot is delicious, BTW.
If I can get the flavour, aroma, and texture to match and perhaps even surpass traditional meat dishes, I can see hardcore carnists becoming some of my most loyal fans and supporters. Imagine eating as many meatballs, wors, sausages, sosaties, kebabs, steaks, bacon, nuggets, or biltong as you want without ever having to worry about cancer, diabetes, cholesterol, heart disease or pain of any kind!
To ensure maximum success I would like to launch an online shop first to test the market, but if I can reach my funding goal I’d like to launch both on and offline ASAP.P.S. I'm an ex fat-cat Advertising Agency Copywriter slash Creative Director who went rogue and know how the game is played. I also learned that I can't fight the good fight alone. Back me up and let's be the change we want to see by taking action now! Sorry that last call to action wasn't necessary, but hey, I'm a passionate copywriter who grew a conscience...