Phytochemicals are plants’ defense mechanisms against pests and diseases. When ingested by humans they are not toxic and instead induce mild cellular stress responses a phenomenon that has been widely observed in biology and medicine, and has been described as ‘preconditioning’ or ‘hormesis’. Compelling evidence from epidemiological studies suggests beneficial roles of dietary phytochemicals in protecting against chronic disorders such as cancer, and inflammatory and cardiovascular diseases.

The vegan diet is effective in promoting a diverse ecosystem of beneficial bacteria to support both the human gut microbiome and overall health.

People’s motivation to eat healthy food is weakened by the fact that physical health benefits are not always felt immediately, but well-being improvements from increased consumption of fruit and vegetables are closer to immediate.

It all begins with an idea.