Can the Vegan Meat Guide Book Really Change Minds?

Can The Vegan Meat Guide Really Change Minds? Let’s Set the Record Straight

This Q&A is inspired by the questions people are asking about my Vegan Meat Guide book.

Vegan meat (and veganism in general), sparks lively debate. Some say it’s the future, others call it fake, and some people just don’t get it. And when it comes to my Vegan Meat Guide book, the questions haven’t stopped—so this is a chance for me to set the record straight.

If you’re a meat-loving sceptic, a curious flexitarian, or a full-throttle vegan, this Q&A is for you. I’m here to smash myths, lay out the facts, and challenge everything you think you already know about vegan meat. Just straightforward answers about my book, the cruelty-free movement, and why the future of meat doesn’t need animals – or the cruelty.

From Slaughterhouses to Solutions: The Goal

I wrote this book with one goal: prove that vegan meat isn’t just an option—it’s the future. This isn’t about watery beetroot tartlets as the main meal. or a pile of unappetising vegetables. It’s about shutting down excuses, and making slaughterhouses obsolete.

What inspired you to write the Vegan Meat Guide?

I’ve sat through countless meals with meat-eating friends and family, eyeing up their food while comparing them to my vegan meal. And let’s be honest—the difference is striking. Their meals often look incredible, mouth-watering and bursting with flavour and boasting that satisfying texture that so many people crave. I’ve even joked about swapping, but the responses? Let’s just say they’re not exactly printable!

It always made me wonder—what if vegan meat could truly rival the real thing in taste, texture, and appearance? If we could crack that code, we’d be looking at a full-blown vegan revolution. And that, in a nutshell, is why I wrote this book.

What qualifies you to write this guide?

Nothing in particular, just 100% passion to shut down slaughterhouses. I’m just an ordinary guy from up north. I’m not a chef or food technologist, and I’ve never claimed to be. My motivation is in research, collaboration, and passion for change. The recipes in the Vegan Meat Guide come from trusted sources, including vegan chefs, home cooks, and a close friend who works in a prestigious hotel nearby. His expertise has been invaluable, although unfortunately, I can’t name him publicly due to his contract of employment. Ironically, he’s not vegan but I think he’s been converted to vegan meat now!

Beyond that, I’ve spent a long time looking at vegan meat alternatives, and exploring how they can replace traditional meat in every setting—from hearty roasts to smoky bacon. While I plan to personally test many of these recipes, my focus at the moment is on the bigger picture: spreading the message of veganism and closing the doors of slaughterhouses forever.

As animal activist; Phillip Wollen said: “See a need, fix it first. Worry about the details later.” That’s exactly what this guide is about—fixing the need for cruelty-free food choices, as soon as possible.

What makes the Vegan Meat Guide different from other vegan books?

There’s no shortage of brilliant and inspiring vegan cookbooks out there, but the Vegan Meat Guide brings everything together in one place. It’s not just about recipes or reviews; it’s about bridging that gap between vegan and non-vegans.

This book tackles the excuses head-on. It includes side-by-side comparisons of vegan and traditional meat, recipes that replicate the flavours and appearance people love, and tips for cooking vegan meat to perfection. Whether you’re a sceptical meat eater or a seasoned vegan, there’s something here for you. Most importantly, it’s driven by a mission bigger than food—it’s about proving that cruelty has no place in our future.

Why are there no pictures of the recipes in the vegan meat guide book?

Because every single hour of every single day, slaughterhouses are in operation. Waiting for professional photos wasn’t going to help the animals being killed while I faffed about. I had a choice—delay the book until I had the time and money to do the glossy images, or get it out there as quickly as possible, to help people transition to vegan alternatives. For me, the priority was clear.

I worked with a brilliant chef from a top-rated local hotel to develop these recipes, and while we simply didn’t have the time to professionally photograph every dish, that couldn’t be a reason for holding back. This is literally life and death.

When time (and funds) allow, I will follow the recipes myself and get professional photos done. But in the meantime, I’ve put out a challenge on social media under #VeganMeatGuide for people to cook the recipes and share their own photos. Because this movement isn’t about me or some polished pictures—it’s about real people making real change.

Veganism is often seen as all or nothing. Can you be a part-time vegan?

Absolutely! The idea that you have to go fully vegan or not bother at all is outdated—and, frankly, unhelpful. Every small step towards eating more vegan food makes a difference, whether it’s swapping cow’s milk for oat milk, having a meat-free day each week, or reaching for a vegan burger instead of beef. It’s not about perfection; it’s about progress. And, funnily enough, the more vegan food you eat, the more you’ll realise you actually like it. Before you know it, you’re ‘accidentally’ eating vegan most of the time—if that’s even a thing.

I’m not a fan of rigid labels. You should feel free to make choices that work for you without worrying about the ‘vegan police’ shouting at you during your shopping trip. Some people transition gradually, while others take a more relaxed approach—eating vegan at home but not stressing when out with non-vegan friends or family. That doesn’t mean your choices don’t count!

Even if going fully vegan isn’t your plan, cutting back on animal products still benefits your health, the environment, and, of course, the animals. Imagine if millions of people halved their meat and dairy intake—it would make a massive impact. You don’t have to be an Olympic athlete to feel the benefits of a jog. The same goes for eating vegan food.

So if we were to label you, where do you stand?

If you must stick a label on me, make it anti-cruelty—in all its forms and permutations. I’m against all cruelty, full stop. No loopholes, no justifications. Whether it’s in food, fashion, entertainment, or any other area where animals (or people) are exploited, I believe in making choices that align with kindness.

Sometimes. Let’s just say this—don’t confuse kindness with weakness. I’ll leave it at that!

But aren’t you putting farmers and ‘meat processors; out of business?

This is a massive subject, and we can only touch on it here, but if it sparks positive dialogue, that can only be a good thing. The reality is, many farmers are already struggling, sometimes with heart-breaking consequences, as the demand for meat and dairy becomes increasingly volatile. Transitioning to a more modern, plant-based food system could provide solutions that benefit farmers, consumers, and the planet.

The inefficiency of feeding animals—only to produce a relatively small amount of meat—just doesn’t make sense anymore. Why feed grass to an animal, only to get a fraction of the energy and protein that could have been produced directly from plants? Cutting out this inefficiency—the “middleman,” so to speak—would allow us to produce more food with fewer resources. This isn’t just better for the environment but could also create new opportunities for farmers to grow high-value plant crops and prosper in a rapidly modernising food economy.

However, it’s no surprise that throughout history, periods of change often bring out a tendency toward greed. It is therefore critical to ensure that farmers are guaranteed a fair share of income and shielded from exploitative pricing policies. Any transition to a sustainable, plant-based food system must prioritise equity, ensuring that farmers are treated justly and provided with the support they need to thrive in this evolving landscape

The biggest hurdle is political will and the endless cycle of childish point-scoring that prevents real progress. But the world is changing fast, and we must modernise food production to reflect this. A plant-based food system isn’t just the ethical choice—it’s the logical one for a sustainable and prosperous future.

You come from a farming community. Are you concerned that local people will feel betrayed by what you’re doing and your book?

This is a really important question, and it’s one I’ve thought/worried about a lot. I have huge respect for the hardworking people in farming communities  – some are lifelong friends. But the truth is, this isn’t about betraying anyone—it’s about finding a better, more sustainable way forward for everyone, including farmers.

I understand that for some, the idea of moving away from animal farming might feel like a threat. Farming is often deeply tied to family traditions, livelihoods, and even identity. But I believe that change doesn’t have to mean leaving people behind. Instead, it’s about helping communities transition to something that works better for them and the planet.

The reality is, many farmers are already struggling. Animal agriculture is an unsustainable system, and more and more farmers are finding it harder to make a living. There’s a way to move toward plant-based farming that’s not only better for the environment but can also open up new opportunities for farmers. From growing high-value crops to exploring innovations like vertical farming, there are exciting possibilities for farming communities to thrive in this rapidly changing world.

My goal certainly isn’t to alienate or criticise anyone—it’s to start a conversation about how we can work together to create a system that benefits everyone. I genuinely believe that farming communities could lead the way in this transition and become champions of a kinder, more sustainable future.

But you can’t grow crops on hill farms; that’s why they usually have livestock.

You’re absolutely right—hill farms face some pretty tough challenges when it comes to growing crops. The weather’s harsher, the soil tends to be poorer, and the steep terrain and stony, boggy and uneven ground makes things even trickier. That’s why livestock has always been the go-to for these farms. But here’s the thing—there are other options, and with the right support, they can actually work.

Take agroforestry, for example. It’s about integrating trees and shrubs into farmland, which stabilises soil, provides shelter, and even produces high-value products like nuts or timber. Then there’s rewilding, which might sound a bit idealistic, but it can transform unproductive land into vibrant ecosystems, attracting wildlife and opening up income opportunities through things like eco-tourism and carbon offset schemes. And yes, there are even some alternative crops that can handle tough conditions—elderberries, hazelnuts, or even hemp can all thrive in marginal land if the right infrastructure and distribution markets are in place.

Now, let’s be real—none of this is a quick fix. Farmers would need financial support, training, and investment to make these shifts. But here’s why it’s worth exploring: in some areas, traditional livestock farming isn’t exactly thriving. Between 2017/18 and 2018/19, farm incomes in these Less Favoured Areas dropped by up to 42%, leaving farmers with just £15,500 a year on average. That’s not sustainable and it’s certainly not fair.

Rewilding might seem more suited to places like the Knepp Estate in Sussex, which has gentler terrain and milder weather, but the core idea—letting land return to its natural state and creating new income streams—can absolutely work in less favourable landscapes too. In fact, studies suggest that for every £1 invested in ecosystem restoration, you can get £10 back through things like biodiversity and ecosystem services. That’s not bad, is it?

And let’s not forget about eco-tourism and wild camping. For instance, The beautiful Peak District is a magnet for visitors who love the outdoors, and it’s a biking heaven, so why not tap into that? Farmers could set up wildlife safaris, guided nature walks, or even workshops on conservation and sustainable farming. Or they could offer wild camping spots or luxury glamping options—yurts, bell tents, the works. Depending on the facilities, camping could bring in £10–£50 a night, while glamping could fetch £100–£300 per night. That’s a pretty solid boost to the income column.

Of course, this all takes effort. You’d need the right permissions, some upfront investment, and maybe a bit of advice on how to make it work. But the payoff? A diversified income, less reliance on livestock, and a chance to build something more sustainable for the future.

So, while it’s true that growing crops on hill farms isn’t easy, there are some really exciting alternatives out there. It’s just about finding what works best for the land, the farmer, and the future.

But hasn’t the UK got some of the highest welfare standards in the world?

That’s the claim—but the reality is far more disturbing. The UK may have animal welfare laws, but they still allow for shocking levels of cruelty. Routine industry practices that would horrify most people are entirely legal, and even so-called ‘high-welfare’ farms have been exposed for appalling abuse.

Time and time again, undercover investigations have revealed what really happens behind closed doors—including on RSPCA Assured farms. The footage is out there for anyone who dares to look, but be warned: once you see it, you can’t unsee it.

Animal farming still means exploitation, cruelty, and slaughter. And when things go wrong—which they do frequently—the consequences are horrific beyond words. The simple truth is that no matter how many welfare labels are slapped on animal products, cruelty is built into the system. There is no humane way to breed, confine, and kill sentient beings who don’t want to die.

But here’s the good news: you don’t have to be a part of that. There are incredible vegan alternatives that deliver all the flavours and textures you love—without the cruelty. The real question isn’t whether the UK has high welfare standards. It’s whether we need to keep making excuses for an industry that will never be humane.

Food from livestock farms/slaughterhouses is safe – the FSA makes sure – doesn’t it?

Oh, you’ve disturbed the hornets nest with that one!
The idea that meat is safe depends entirely on what you mean by safe. And just so we’re clear, I’m not a doctor or a scientist. But what I do know is that the Food Standards Agency can only do so much when it comes to food safety—and meat comes with risks that no amount of regulation can fully eliminate.

If you mean free from health risks, then the answer is a resounding no. Meat has been linked to heart disease, cancer, high blood pressure, and foodborne illnesses. The World Health Organization has classified processed meats as carcinogenic—on the same level as tobacco. Even red meat is considered a probable cause of cancer.

Then there’s the issue of contamination. Bacteria like E. coli, Salmonella, and Campylobacter are commonly found in meat and can cause serious illness, even death. Supermarkets and food safety authorities constantly issue recalls due to dangerous pathogens in meat products. Cooking might kill some bacteria, but it won’t remove the antibiotics, hormones, and drug residues animals are often pumped with during their short, miserable lives.

And let’s not forget drug-resistant superbugs—a growing crisis fuelled by the overuse of antibiotics in animal agriculture. Farms can be breeding grounds for bacteria that are becoming increasingly resistant to treatment, possibly making some infections untreatable in humans.

If by safe you mean ethical, the answer is even clearer. There is nothing safe about an industry that breeds, exploits, and kills billions of animals who don’t want to die. Slaughterhouses are not places of safety. They are places of fear, pain, and death for sentient beings.

But the good news? You don’t need meat. With an abundance of nutritious, cruelty-free, and delicious vegan alternatives, why take the risk—for your health or for the animals?

Why is the cost of the printed version of your books so high in comparison to other similar books?

Yeah, it’s crazy! The vegan meat guide is over 300 pages long, so the production costs for print-on-demand is loads higher than for shorter books or those printed in bulk. Print-on-demand is great because it ensures there’s no waste, but it does mean each copy is printed individually, which really bumps up the price.

Ironically, I make more profit from the £4.99 eBook, even after Amazon takes its share! So you can see where the costs are. The eBook is not only more affordable for readers but also supports me even more.

Are there any more books on the horizon?

Absolutely! I’ve got ideas bubbling away for a book on vegan cheese and another on vegan fish. But when will they appear? Well, that all depends on finding time—which seems to be as rare as a politician who tells the truth.

Which leads me nicely to my last question: Where can people get your book, and what are the options—eBook, paperback, or hardback?

You can grab the Vegan Meat Guide book on Amazon, where it’s available in three formats: eBook, paperback, and hardback.

The eBook, at £4.99, is a fantastic, affordable option for instant download—perfect for reading anywhere without lugging around a heavy book. Plus, fun fact: I actually make the most profit from the eBook, even after Amazon takes its cut!

The paperback is a great choice if you love the feel of a physical book. It’s printed on demand and comes in at over 300 pages, so it’s packed with insights, recipes, and everything you need to dive into the world of vegan meat. The production costs make it a little pricier, but it’s something you can just grab whenever you want.

To be honest, I’m not as proud of the hardback—not because of the content, but because of the price. I know people are watching their pennies, especially now, and a premium edition isn’t always the most practical choice. It’s there for those who love a sturdy, long-lasting book, but I’d never want anyone to feel priced out. That’s why I’m much happier with the paperback and eBook options—they’re far more budget-friendly while still delivering everything I want readers to get from the book.

Whichever format you choose, you’ll be supporting the mission to make cruelty-free living accessible, inspiring, and delicious. Head over to Amazon to pick the option that suits you best!

Thank you. This has been quite a session. Phew! Anyway, where can people connect with you?

Yeah, I’ll get Jeremy Paxman to interview me next time! Haha. This has been such a great session—thank you for having me.

Anyway, If people want to connect with me directly, the best way is through the Contact Page on the top menu. I’m always thrilled to hear from readers, whether it’s about the Vegan Meat Guide, their thoughts on cruelty-free living, or even their kitchen adventures—successes or disasters (we’ve all been there!).

Social media is a great place for people to talk about the vegan meat guide and share their own experiences with cruelty-free living, but for direct questions or feedback, the Contact page is the best way to reach me.

I’ve put out a challenge on social media under #VeganMeatGuide for people to cook the recipes and share their own photos. I’ll leave the social media wizardry to the grandkids—I’m just here to keep the cruelty free conversation buzzing and focus on building a kinder, cruelty-free future.

Call to Action!

If you’ve ever thought vegan food wasn’t for you, I challenge you to give it a try. The Vegan Meat Guide isn’t just a book—it’s a movement to prove that we can enjoy delicious, satisfying meals without cruelty.

Together, we can create something incredible. Whether it’s one meal, one conversation, or one person at a time, every step we take brings us closer to a world without slaughterhouses. Let’s make it happen!