Vegan 101

A Vegan Cookbook: Learn to Cook Plant-Based Meals that Satisfy Everyone

• The authors’ very popular cooking classes are attended by the book’s target market: people who aren’t necessarily vegan but want to incorporate delicious vegan meals into their routine. • Competitor books are criticized by consumers for having exotic or hard to find ingredients as well as for having long lists of ingredients, and then are simultaneously criticized for being bland. Our book will strike a balance between tasty and easy and 50% of the recipes will be “make in 30 minutes or less”. • People are choosing to eat vegan meals for a variety of reasons. This book is agnostic about the motivations for eating vegan (no preachy, judgmental language) and instead will just provide delicious, dependable recipes and focus on the pleasure of eating vegan food. • Sample media coverage of “flexitarians”: o Being a vegan — or at least trying out a vegan diet — is getting mighty trendy. And as annoying as diet trends can be, in this case, that's a good thing. (Bustle.com, http://www.bustle.com/articles/149515-32-verified-currently-vegan-celebrities) o Most famously singer Beyonce and her rapper husband Jay-Z went vegan for 22 days as part of a "spiritual and physical cleanse". (BBC News, http://www.bbc.com/news/magazine-25644903) o Veganuary: Should You Try a Part-Time Vegan Diet? [DailyBurn.com] o Bill Clinton: A Mostly Vegan Diet May Have Saved My Life (SafeBee via Politico, http://www.safebee.com/food/bill-clinton-mostly-vegan-diet-may-have-saved-my-life) o 2016 Is The Year We Can All Eat Like Gwyneth (Refinery29, http://www.refinery29.com/2016/01/101211/sheila-marikar-vegan-food-companies)