Book Review by Clare Broud, VRG Intern
In his new book In Search of the Wild Tofurky, Seth Tibbott chronicles his journey from nomadic outdoor environmental educator to clueless tempeh entrepreneur to pioneering alternative protein figurehead. The founder and chairman of the Tofurky (Turtle Island Foods) company details the story of how he began a tempeh shop with an initial $2,500 of savings and grew the business into a global alternative protein company worth over $100 million dollars. This journey took decades, and Tibbott does not sugarcoat the difficulties of building his business. However, throughout the life of the Tofurky Company, Tibbott continuously holds his original mission and values intact, a large reason he believes Tofurky is successful, despite his self-admitted initial complete lack of business intuition.
While today when we think of Tofurky, we think holiday roasts, sausages, and deli slices, Seth Tibbott’s original vision for the company was tempeh, which he believed was the next granola. His ability to pivot into other forms of alternative proteins allowed his business to expand. This book is a great read not only for vegans or vegetarians, but also for anyone interested in entrepreneurship or business. Tibbott emphasizes the importance of having business values and a mission, and that it is possible to both build a profitable business and improve the world.
Tibbott’s life and work philosophy emphasizes lightheartedness in the face of obstacles. He believes that part of the reason Tofurky was able to grow past its initial struggles is the lightheartedness of the company and its approach to business. At first, people did not buy Tofurky because it was better for their health or the environment, but they bought Tofurky because it tasted good and was a convenient alternative, and that is how it was marketed. This philosophy can be utilized in an everyday vegan’s life. Demonstrate lighthearted and positive veganism, and then your mission of animal rights or environmental preservation will follow. Hook people on veganism with taste, and inadvertently the rest will follow.
Tibbott sees the explosive growth of Tofurky in the past fifteen years as a reflection of a larger trend in plant-based foods. The market is exploding with demand, and those with a passion to bring change through food have a place to succeed in a large part thanks to the decades of work Tibbott spent on Tofurky. Vegan and nonvegan alike can enjoy and appreciate Tofurky’s business journey chronicled in In Search of the Wild Tofurky.
To order In Search of the Wild Tofurky, go to https://tofurky.com/book/