If cruelty-free is the future, how can your business embrace it?
“Start now. Build the ethos, bit by bit, into your business.”
Believe in cruelty-freeI had what I call my “aha” moment during a chance encounter with the Krishna movement. I was introduced to the idea of compassionate eating for the first time and it made complete sense to me. I gave up eating meat on the spot and I have never looked back. As soon as I thought about what I was doing by eating meat and equally by eating any by-products from the meat industry, it just hit me. It was like I had just woken up from some murky fog and all of a sudden, I could see clearly how I wanted to live my life and how I should live my life. After that, it was just inconceivable to me that I would ever eat meat or cheese, milk or eggs again. Not eating animals is a big part of cruelty-free for me, and I personally believe you cannot claim to be cruelty-free if you consume or sell meat products. I do believe these kinds of “aha” moments have the power to change the path of your life in a very transformative way, so it helps to educate yourself about what is really going on in the world.
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Take time to researchHow we treat animals, and how we treat each other are all an integral part of our daily lives. Take the time to read about what goes on. If you have to push yourself out of your comfort zone to do that then so be it. Just because something is out of sight it doesnt mean it’s not happening and if the information is not in front of you, seek it out. Find out what really happens to animals when they are slaughtered. It may well make you cry.
Establish what cruelty-free really means to youFrom my “aha” moment on, everything I have done has been driven by what yoga calls Ahimsa non-harming. This is what I believe is the basis for a cruelty-free world and therefore a cruelty-free business. It’s obvious that not killing and eating animals is a big part of Ahimsa, but what about its wider meaning? Ahimsa is about refraining from harmful actions, but it is also about refraining from harmful thoughts too. So, Ahimsa really means the complete absence of violence and harm in thought, word and deed. This, in my opinion, is what cruelty-free really means. And it is this ethos that needs to be applied throughout the business from your suppliers to your staff, from your products to your marketing. Focus on a complete absence of violence and harm. Over the years I have had to learn how to apply Ahimsa to business. I can’t live my life one way and turn a blind eye when it comes to commerce.
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The latest bowl to join the team in London. The Shakshuka bowl. Chickpeas, polenta crisps, rich tomato sauce, paprika, roasted eggplant + eggy tofu. All the bowls are on our lunch menu, and coming soon to our delivery/collection service. Maybe joining the evenings too – good idea? Do you like healthy evening dining as well as lunch?