James Persson is a former butcher turned vegan from Melbourne, Australia. Eighteen months ago, he watched a few documentaries on plant-based diets and decided he needed a change. After just 30 days on a vegan diet, the health benefits including weight loss, more energy and lowered blood pressure convinced him to continue. With further research James decided to leave his trade for moral reasons and has pursued a career in online marketing. He is now proudly working on three new vegan product launches, which he looks forward to revealing soon.