Rachel Cifarelli

I’m a big advocate for plant protein and a firm believer that a plant-based diet is one of the best ways to feed your body. But there’s a huge negative perception of vegans and plant-based living, and this creates a large barrier for getting people to eat less meat. I wanted to design and develop a booklet that makes plant-based protein more approachable and appealing. But how to tackle this when there’s such a negative stereotype that vegans only eat grass? Well, that got me thinking about the other extreme: the manly man – probably a dad – carefully grilling his meat, drinking a beer and licking his lips in anticipation. And from there, the idea for Not Your Dad’s Protein sprouted in my head.