green with gratitude

May 12, 2009

Hello and welcome! I’m very excited to be launching Green Appetite and am so delighted you’ve dropped by. As I write this I breathe a sigh of relief; the past three months of my life have been consumed by making this happen, and now I can finally get on with the fun of sharing it with you.

But first I really have to thank all the people who made this possible, starting with the very patient, understanding friends who forgave me every time I changed and broke plans – even at the last minute – so I could stay home and work on the site. During the course of this project, I also gained renewed appreciation for how incredibly talented each of them are and was constantly humbled by how generous they were with their particular skills, namely Debbie for being the best unofficial life coach anyone could possibly ask for – I don’t know how I’ll ever repay you. Advice came from friends far and wide, including from Joanne, my mentor and role model in Nantucket; Jamie, chief cheerleader and editor in Nashville; and legal eagle Sheri in L.A. who calls me on her morning drive to work, making my afternoons brighter. And it stretched even further to Arti and Sunil, my culinary-school colleagues in Bombay who had to lie in a dark room after sifting through all my name ideas. How can I forget Sarah, Kim, Hadley and Caroline, who brainstormed tirelessly with me on concepts and checked in periodically to make sure I was still breathing; Martina for sharing her social entrepreneur spirit, not to mention the kind souls I drafted on my Facebook focus groups. You guys rock!

The amazing logo you see on every page is the work of the ever-stylish Andrea Warmington – art director, soul sister and available for hire (contact me and I’ll put you in touch). I am so grateful to Jennifer Chan for spending a whole afternoon shooting photos of me that just keep getting compliments. A big thanks to Dave Wiltshire and Aaron Keenan at Juno for bringing the pictures in my camera and the ideas in my head to mouth-watering life on the web.

And who would I be without thanking my mom? I’ve been exceptionally lucky to have her constant support and encouragement, even when it has meant that my dreams would take me many miles from home.

When I look back on my relationship with food throughout my life, I see that it has been just that – a relationship that is ever evolving, growing and changing.

The first time I became vegetarian (yes, there were several attempts!), it was for love. Not love for the animals or even for my body. For a boy, of course. He had long hair, a tattoo and little magnets on his fridge that read “no pigs in here” and “no cows in here”. I was 22. At first I thought it was cute and went along with it. In those early euphoric days, it didn’t matter much to me what I ate anyway. When things got a bit more comfortable, I gave the omnivore free range again – much to his dismay. He had thought he had found his ideal girl, and then it turned out she had a passion for poisson.

But a hardy seed was planted, and 12 years on here I am telling you about the benefits of a plant-based diet. My big lesson? You can’t push people to do anything. We come to what’s right for us on our own, in our own time. All you can do is live your passion, guide when you’re asked and serve when you can.

So what exactly do I mean when I talk about eating this way? Is it vegetarian, vegan, pesceterian? Is it all or nothing?

It is none of these things. Instead, it is recognizing that basing our diet on plants is a healthy and smart thing for our bodies and our planet.

We start by throwing out labels, because the instant we use something to define ourselves – be it religious, political, dietary or whatever – we create division. We imply superiority. Let’s focus instead on enjoying, sharing and protecting what the Earth gives us, because not only is it good for us, but it’s tasty to boot!

When we dispense with rigid labels, we also get rid of pressure and the overwhelming implication of forever. Pressure’s no fun. Who wants it? Not me. That’s why, even though this is a journey, what counts is this very moment. We take it one day at a time – even one bite at a time.

I hope you’ll stop by often. In fact, I’d really like it if you’d use those handy buttons at the bottom of the page to stay connected and share the plant-based love. Thank you for joining me!

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  1. Jess May 31, 2009 at 14:18

    Thank you, lovely Lucy, it is refreshing to see your words here and always wonderful to have your unending support. :)

  2. Lucy May 31, 2009 at 14:09

    Hi Jessica:
    It is refreshing, to wake up in the morning and read your blog. Your site is fantastic, looking forward to future up dates and recipes……………

  3. Jess May 17, 2009 at 07:40

    Awe, Philippa, thank you for making the ride so much nicer! I’m looking forward to seeing you in Waterstone’s. :)

  4. green ink May 15, 2009 at 16:55

    What an amazing venture you’ve created here. Here’s to living your bliss and passion, and to healthy, smart and delicious eating that’s good for us and the planet! Well done xx

  5. Jess May 14, 2009 at 08:29

    Thank you all for the warm, encouraging words! I’m loving seeing all the comments coming in and will be serving up some new blog fare soon.

  6. Anita White May 13, 2009 at 17:24

    What a terrific venture so deliciously presented here! I really look forward to keeping up-to-date with your developments and foodie news. Good luck Jess – I know this is going to be a real success.

  7. shauna May 13, 2009 at 14:10

    Absofreakinglutely fabulous and delicious… well done on all your hard work :)

  8. EdE May 13, 2009 at 14:02

    Well hello there! This is brilliant = so professional! Best of luck with it and hello from Rio, where I am until June. I will check back in soon. Ed x

  9. Joanne May 13, 2009 at 13:35


    Your vision has been consistent, your creative energy constant, and your spirit contagious. Thank you for making the world a healthier place — one bite at a time!


  10. Alicia May 13, 2009 at 10:05

    Congratulations Jess. Hope this leads to big and wonderful things.

  11. martin May 13, 2009 at 09:35

    Hi Jessica
    what a wonderful project you have started….you’re passion is contagious…all good things to you..Martin

  12. Allan Frost May 13, 2009 at 06:20

    Great site, I will have to get my apron on and get in the Kitchen and try these recipes. Best of luck with the project

  13. Melanie Martin May 13, 2009 at 00:55

    The site looks fantastic! I’m excited to try some of the recipes…

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