In recent years, several former animal-industry workers have founded start-ups focusing on plant-based foods, illustrating significant transformations in their professional and personal lives.

In 2016, Andy Shovel and Pete Sharman found themselves at a crossroads after selling their UK burger business. Searching for a sustainable venture, they initially considered recycling waste management and electric sports cars. Their focus eventually turned to alternative proteins, a growth industry well-suited to their food industry experience. The turning point for Shovel came when his girlfriend showed him a graphic video of chicks being culled in the egg industry, which sparked his transition from a meat-eater to a passionate vegan advocating for animal welfare. This personal journey paralleled their professional endeavors, culminating in the creation of THIS, a plant-based protein brand known for its cheeky, non-judgemental marketing.

Shovel is not alone in this transformation. The plant-based chicken company TiNDLE was founded by Timo Recker, who comes from a meat-processing family, and Andre Menezes, a former meat distributor. Similarly, The Vegetarian Butcher and Those Vegan Cowboys were established by Jaap Korteweg, a ninth-generation farmer who shifted to plant-based foods after experiencing swine fever and mad cow disease in the Netherlands.

Livestock farmers are also reevaluating their roles, with some transitioning to crop farming using vegan methods. This shift requires significant financial and social support. For instance, dairy farmers have switched to growing crops through programs like Mercy for Animals' Transfarmation, which provides financial and technical assistance for transitioning from industrial livestock farming. This transition is supported by grants and advice on alternative uses for existing infrastructure.

Morgan Salis-Deany’s story exemplifies this transition. After facing personal and financial hardships, her family decided to move away from industrial livestock farming on their 800-acre farm in Texas. With help from Transfarmation, they transitioned to growing hemp and other plants, turning former poultry houses into drying facilities and flower-growing operations. Salis-Deany’s transformation is part of a broader trend where farmers seek more humane and sustainable livelihoods.

The lessons from these transitions highlight the need for practical reasons alongside ethical motivations for change. Financial pressures, quality of life improvements, and environmental concerns often drive these decisions. Additionally, maintaining a sense of community is crucial during such radical changes. Programs like Transfarmation facilitate networking opportunities to help farmers feel less isolated.

Shovel’s experience with THIS underscores the importance of understanding customer psychology and breaking through defenses with humor. His vegan ideology has helped shape the company’s relatable approach, aiming to normalize plant-based diets without alienating meat-eaters.

Overall, the shift from animal industry backgrounds to plant-based ventures demonstrates a growing trend toward sustainable and humane food production. These transformations, supported by financial aid, community networks, and a deep commitment to animal welfare, reflect a significant change in the food industry landscape. As more individuals and businesses make this transition, they contribute to a broader movement towards ethical and environmentally friendly food practices.