Across decades of animal advocacy and investigations, our work has consistently revealed one truth: most people would never knowingly choose to cause animals to suffer. Yet the way our food system is designed makes it easy to eat in ways that are disconnected from our deepest values — and hard to imagine it being any other way. That’s where our compassionate living initiatives come in…

It doesn’t matter where someone lives, what they believe, or what’s on their plate: the vast majority of people feel an instinctive compassion for other living beings, and a desire not to cause unnecessary harm. But caring about animals and eating in alignment with that care are two very different things. For many of us, our food choices tend to happen on autopilot, shaped by culture, habit, convenience, and a food industry that has spent decades trying to market animal products as the ‘default’.

Eating more plant-based meals is the single most profound way that we as individuals can help protect animals, the planet, and our health — all in one fell swoop. And with plant-based eating now firmly in the mainstream, it’s never been easier!

Our advocacy to facilitate and normalise compassionate eating has taken many shapes and forms over the years — but inspiring storytelling, delicious meal ideas, and practical support are always part of the mix.

Below is an overview of our current initiatives, each one a different entry point into the same powerful shift towards a food system that’s kinder for all. And supporting each initiative is our dedicated plant-based food advocacy brand, VegKit.

VegKit.com is our flagship online platform for plant-based living — a rich, welcoming resource that inspires and supports people to take animals off their plate. Hundreds of delicious vegan recipes, ranging from well-known classics to innovative fresh takes and fusion dishes, illustrate to hungry newcomers that plant-based eating can be as familiar and comforting, or as novel and adventurous as you want it to be!

The site, which welcomes hundreds of thousands of visitors every year, features a shopping guide to help Australians discover popular plant-based versions of traditionally animal-based products, as well as articles sharing plant-based industry news, nutrition tips, vegan lifestyle pieces, and — of course — mouthwatering recipe round-ups.

Whether someone is curious about trying their first meat-free meal or ready to go all-in, VegKit helps make plant-based eating both achievable and exciting.

We regularly hear that one of the biggest hurdles people face when trying to eat more animal-friendly food is not wanting to give up the comfort meals they already love — or not knowing how to get the family on board. So when we met Nanna Mirella, a sassy 85-year-old home cook with a passion for ‘veganising’ dishes for her granddaughter, we knew her story and culinary wisdom were worth sharing.

The Nanna Diaries is a six-episode web series in which Nanna Mirella teaches her grandchildren how to make a hand-picked selection of her beloved family recipes — with all the same nostalgic flavours they know and love, just the animal ingredients swapped out for plant-based ones.

The result is a charming series that is as much about connection as it is about cooking. A free recipe booklet available on VegKit has helped deliver Nanna’s cosy, comforting recipes straight into people’s home kitchens — showing that compassion for animals and family traditions can go hand in hand.

Everything we do connects back to one simple idea: that the world is kinder when people choose to eat more plants.

Underpinned by evidence and shaped by decades of animal advocacy, these initiatives work together as a cohesive strategy to shift not only individual habits, but also the broader cultural norms, conversations, and food systems that shape what billions of people eat every day.

As more people become curious about plant-based eating, we’re here to walk alongside them and help every step of the way — making animal-friendly choices feel familiar, delicious, and entirely within reach.