Why I Created One Less Bite
And why the world needs it more than ever!
TL;DR: After years of animal advocacy (and a few detours in my own vegan journey), I’ve realised real change starts with empathy, not arguments. One Less Bite is here to help more people reduce meat and dairy, without shame, pressure, or perfectionism.
I’ve been in this world for a short while now.
The world of food. Of animal advocacy. From working with major food retailers to leading NGOs. To being in the boardroom, to standing on street corners showing slaughterhouse footage. Of going fully vegan, then not-so-vegan, then… somewhere in between. A few years ago, if you’d asked me how to help people care more about animals, I might have handed you a leaflet, told you the facts that convinced me to give up meat and dairy, pointed to a protest, or sent you a video you probably didn’t want to watch.
And don’t get me wrong, those things matter. But after years of talking with hundreds of people about food, and after working in the food system professionally for the last six years, I’ve learnt something far more powerful than any billboard or shocking video.
Change doesn’t happen through confrontation. It happens through conversation.
When I was studying human behaviour at university, I became fascinated by how we make decisions, especially the ones that really matter, like what (or who) we eat. And what struck me is that the biggest shifts don’t come from guilt or shame. They come from safety. From belonging. From curiosity. From someone saying, “Hey, I’ve been there too. Let’s talk.”
That’s why I created One Less Bite.
This isn’t a place for judgment. It’s not about being “perfectly vegan” or morally superior. It’s about the millions of people who are already open to reducing their consumption of meat and dairy, who care about animals, the planet, their health, or just want to feel a bit better after lunch, and want support to do a bit more. A bit better. One bite less.
We’re living in a moment where plant-based options are finally catching up to our appetites. Supermarkets are full of choices our grandparents could only dream of. More people than ever call themselves flexitarian. And the reasons to reduce meat and dairy keep stacking up, such as climate change, biodiversity loss, public health, food inequality, and of course, the lives of the animals themselves.
If we want a food system that’s fairer, kinder, and more sustainable, we can’t get there without changing what’s on our plates.
And I believe we can do it together, one less bite at a time.
What to expect from this Substack:
Practical advice for reducing meat and dairy without going hungry or broke
Honest reflections on veganism, flexitarianism, and everything in between
Behavioural insights from psychology and anthropology to help understand our food choices
Supportive, non-judgmental stories from people on this journey
The occasional rant (because food systems can be ridiculous)
The occasional recipe (because you asked nicely)
Thanks for being here. Thanks for being curious.
Follow me to understand why people are going plant-based, in a non-judgmental and supportive way.
Let’s make one less bite… mean something big.