Vegan Visionaries: Interview
Name: Andre Jooste
Vegan visionaries and game changers come in all shapes and sizes, from all walks of life and from all over the world. They are the community leader promoting veganism and in this case a vegan tattoo artist who saw the need to start an online vegan store in his home country of South Africa to make veganism and vegan products more accessible. Andre Jooste is a serial vegan entrepreneur with a vision for a more ethical world, hence his business name, Ethical Earth.
1. When did you become Vegan?
A: I became Vegan over 5 years ago.
2. What was your inspiration or the catalyst to you becoming a Vegan?
A: I became Vegan mostly for environmental reasons. The animal agriculture sector occupies
too much land on an already over-crowded planet. The average Vegan food source only occupies about 3 to 5 percent of what the average carnist source occupies. So it just made sense to me. Environmental reasons made me Vegan, I stayed Vegan for the Animals and the health benefits was just an extra bonus.
3. What would you say is the number 1 challenge to being Vegan?
A: Probably dairy. I used to consume a lot of milk. Protein was never an issue for me as I discovered the benefits of Seitan.
4. How would you summarise your work/business in one sentence?
A: Ethical Earth delivers home made South African Braai Cuisine. There’s no need for Vegans to miss out on a braai with the family and friends.
5. When and why did you start your work/business?
A: I started Ethical Earth a year or two into my own transition to Veganism. I wanted to share the cruelty free meals that we were enjoying with my fellow Vegans and realised our product’s potential of helping others in Vegan transition. In South Africa, we braai. And it doesn’t have to be meat.
6. If someone is thinking of becoming a Vegan what is the number 1 advise or words of encouragement you could offer them?
A: There are plenty alternatives available in this day and age to make a Vegan lifestyle healthy, affordable and satisfying. If not for your own health, do it for our beautiful planet Mother Earth.
Andre’s store is listed in our directory here. To find out more about Andre’s work visit: