Rip Esselstyn is founder of Engine 2, a food and education company dedicated to eliminating chronic disease through a whole food, plant-based diet.
As Engine 2 continues to grow in influence and reach, Rip is stewarding the company to new opportunities. As a food brand associated with Whole Foods and an education provider to their employees, Engine 2 is poised to explode with Amazon's purchase of Whole Foods this past year.
I see Amazon as a potential blessing and curse, both in its current behavior, and its continuing disruption of retail into the future. I wanted to get Rip's take on the opportunities and dangers inherent in a tight relationship with Amazon.
I also had a wonderful time at Plantstock 2017, at the Esselstyn family farm in Claverack, New York, and watched a number of friends, clients, and acquaintances experience profound breakthrough during that weekend. I wanted to explore what I had seen with Rip, and get his take on what Engine 2's vision is for its public events.
As an introduction to the conversation, I had a chat with Doron Avizov, who attended Plantstock, and shared with me the profound influence the event had on him. Doron is a coaching client of mine, and a participant in the Big Change Program, so he's no stranger to plant-based living and skills. And as accomplished and experienced as he is, nevertheless he was touched deeply by the Plantstock experience.
Here are a couple of photos to punctuate Doron's description of his journey. Before was taken May 2015 (in the North Face jacket). And after was taken October 2017.
Back to Rip.
What really struck me about our conversation is how Rip's perceptual filters work. My default mental mode is to watch out for external threats and internal weaknesses, while Rip is just the opposite. He's always looking for the positive; for the opportunity, for the upside, for the good.
And I suspect that attitude has played a large role in the success of the movement he spearheads.
In our conversation, we covered:
- transitioning to a plant-based diet at the University of Texas based on his dad's research
- “I didn't have to eat the meat at the athlete's table any more”
- watching his parents walk their talk and not decline as they aged
- “my dad is a plant-eating beast”
- emulating top triathlete Dave Scott's diet
- the Engine 2 experiment – getting his firefighting brothers on a healthier trajectory
- “I had no interest in writing a book”
- writing it anyway
- from The Engine 2 Diet to the Whole Foods scientific advisory board
- being a “healthy eating celebrity”
- the key to success: reach out and help as many people as possible
- the power of “following your passion”
- the fortunate decision to get a degree in speech communications decades before it was relevant
- the magic of Plantstock
- the future of Engine 2 events (they're coming to North Carolina next summer!)
- serving their “avatar” participants who watched Forks Over Knives and were inspired to dive deeper
- the Amazon opportunity: to serve more people (including millions who've never set foot into a Whole Foods store) with healthy Engine 2 products
- and much more…
Enjoy, add your voice to the conversation via the comment box below, and please share – that's how we spread our message and spread our roots.
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Gratitudes
Thanks to Plant Yourself podcast patrons
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Music
The Plant Yourself Podcast theme music, “Dance of Peace (Sabali Don),” is generously provided by Will Ridenour, a kora player from North Carolina who has trained with top Senegalese musicians.
It can be found on his first CD, titled Will Ridenour.
You can learn about Will, listen to more tracks, and buy music on his website, WillRidenour.com.
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Looking for Transformational Change?
You know how when you discovered plant-based eating, you basically went, “Holy shit, how come the entire healthcare system isn't totally embracing this as one of the most powerful keys to disease prevention and reversal!”?
That's how I feel now about a psychological approach to transformational change called “Memory Reconsolidation.” Few psychologists have heard about it, and when they do hear the radical transformations it can bring about in a very short time, they're often skeptical to the point of disbelief.
But I've added Memory Reconsolidation work to my own coaching, and can attest to its amazing efficacy. So much so, that I'm devoting the next year to mastering it, studying with the best clinicians and teachers in the world, and then introducing it into health coaching through my trainings.
Right now, I want to triple my coaching practice to get more and more opportunities to do this work. And I'm lowering my fees – a lot – to make it easier for people to work with me.
If you're interested in working with me (and willing to commit to a minimum of 2 months), click the link below to open the form in a new browser tab and I'll get back to you within 3 business days.
Yes, I'm interested in Memory Reconsolidation Coaching.
You CAN Change Other People!
Well, that's what Peter Bregman and I claim in our provocative book of that title.
What we really mean is, you can help the people around you make behavioral changes in their own best interests. If you think you're powerless to help people change, it's because you've been going about it the wrong way.
Discover our straightforward, replicable process here: You Can Change Other People.
Audiobook: Use the Weight to Lose the Weight
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This podcast is not underwritten by advertising, so I can experience complete editorial autonomy without worrying about pissing off the person paying the bills. Instead, I pay the bills, with your help. It's free for those who can't afford to pay, and supported by those who can. You can contribute to the growth and improvement of the podcast by clicking the “Support on Patreon” or “Donate” buttons on the right to help out.
Music
The Plant Yourself Podcast theme music, “Dance of Peace (Sabali Don),” is generously provided by Will Ridenour, a kora player from North Carolina who has trained with top Senegalese musicians.
It can be found on his first CD, titled Will Ridenour.
You can learn about Will, listen to more tracks, and buy music on his website, WillRidenour.com.
Gratitudes
Thanks to Plant Yourself podcast patrons – Kim Harrison – Lynn McLellan – Brittany Porter – Dominic Marro – Barbara Whitney – Tammy Black – Amy Good – Amanda Hatherly – Mary Jane Wheeler – Ellen Kennelly – Melissa Cobb – Rachel Behrens – Tina Scharf – Tina Ahern – Jen Vilkinofsky – David Byczek – Michele X – Elspeth Feldman – Leah Stolar – Allan Kristensen – Colleen Peck – Michele Landry – Jozina – Sara Durkacs – Kelly Cameron – Janet Selby – Claire Adams – Tom Fronczak – Jeannette Benham – Gila Lacerte – David Donohue – Blair Seibert – Doron Avizov – Gio and Carolyn Argentati – Jodi Friesner – Mischa Rosen – Michael Worobiec – AvIvA Lael – Alicia Lemus – Val Linnemann – Nick Harper – Bandana Chawla – Molly Levine – The Inscrutable Harry R – Susan Laverty the Panda Vegan – Craig Covic – Adam Scharf – Karen Bury – Heather Morgan – Nigel Davies – Marian Blum – Teresa Kopel – Julian Watkins – Brid O'Connell – Shannon Herschman – Linda Ayotte – Holm Hedegaard – Isa Tousignant – Connie Haneline – Erin Greer – Alicia Davis – Heather O'Connor – Carollynne Jensen – Sheri Orlekoski of Plant Powered for Health – Karen Smith – Scott Mirani – Karen and Joe Crabtree – Kirby Burton – Theresa Carrell – Kevin Macaulay – Elizabeth Rothschild – Ann Jesse – Sheryl Dwyer – Jenny Hazelton – Peter W Evans – Dennis Bird – Darby Kelly – Lori Fanney – Linnea Lundquist – Emily Iaconelli – Levi Wallach – Rosamonde McAtee – Dan Pokorney – Stephen Leinin – Patty DeMartino – Mike and Donna Kartz – Deanne Bishop – Bilberry Elf – Marjorie Lewis – Tricia Adams – Nancy Sheldon – Lindsey Bashore – Gunn Marit Hagen – Tracey Gulledge – Lara Hedin – Meg from Mamasezz – Stacey Stokes – Ben Savage – Michael K – David Hughes -Coni Rodgers – Claire England – Sally Robertson – Parham Ganchi – Amy Dailey – Brian Tourville – Mark Jeffrey Johnson – Josie Dempsey – Caryn Schmitt – Pamela Hayden – Emily Perryman – Allison Corbett – Richard Stone – Lauren Vaught of Edible Musings – Erin Hastey – Sean Owens – Sagar Naik – Erika Piedra – Danielle Roberts – Michael Leuchten – Sarah Johnson – Katharine Floyd – Meryl Fury – for your generous support of the podcast.
Disclosure
This post may contain amazon affiliate links. I may receive compensation from your actions on such links. It don't cost you a dime, tho.
