Igor Pershin is the founder and former CEO of start-up non-profit, Less Meat Less Heat. Coming from a background in advertising and marketing, Mark brings a unique and fresh perspective to solving the climate crisis. Mark cut his teeth as an activist campaigning with local and global climate action groups Beyond Zero Emission and 350.org. Always a systems-thinker and pragmatist, Mark knew there had to be another way. Less Meat Less Heat was founded in early 2015 and is dedicated to addressing climate change through diet change by promoting the climatarian diet. Currently Less Meat Less Heat is campaigning McDonalds Australia to include a meat-free burger on its menu.