Plant Seeds is a project that I have run between November 2023 and November 2025. It is a two year project where I redirect 10% of my income into maximising the conversion to plant-based diets with the people around me. My motivation for this project lies in the nexus of environmental, health and moral concerns. There are greater descriptions on the Plant Seeds website and in the literature than I can summarise here, but put simply conversion of our societies to plant-based diets represents both an environmental and moral imperative.
I have long been an advocate for animals, but not to much effect to people around me. So I wanted to try something new and operationalise some literature I read during my undergraduate: to get people to change their values, change their behaviour first.
So over the past two years I have paid people to go vegan for a week, paid for potlucks, challenges, lunches. I have paid for a reality TV style contest whereby two teams of my friends competed to win a large donation to their charity of choice by being consistently vegan. I have paid for a vegan Christmas dinner and I have paid for people to watch movies. Impact uncertain – we have a rough calculation on the website of the number of animals I think we have saved.
