The Ethos Code…
…inspires people to contemplate their food choices more carefully, and to eat aligned with their values and interests. For their diet to better reflect their very Ethos.
In today’s developed nations there is a chasmic disconnect between what people value and what they eat. Most people love nature and biodiversity, revere clean rivers and oceans, have real concerns about climate change, treasure their own health and would prefer to limit animal cruelty.
“The most important human endeavor is the striving for morality in our actions”
Einstein
Leaders of Change Urgently Required
So what’s causing people to consistently consume in a fashion that is entirely inconsistent with their values? There is a myriad of forces at work, from underhand marketing, well-funded government lobbying and socio-cultural norms, to outdated evolutionary drives, our own psychology and the unattractiveness of alternatives such as veganism. But this can and must change.
“People should examine their beliefs and values to live a life that is true to their nature and in harmony with the world around them”
Socrates
No Longer Fit for Purpose
And yet the meat and dairy industry is bigger than ever, standing firmly in opposition to all that most of us hold dear. Responsible for conservatively 15% of greenhouse gases, polluting and depleting our rivers, lakes and oceans, hogging the majority of our farmland and devastating biodiversity, as well as increasing chronic disease mortality, meat and dairy are ‘perfect storm’ mega-destructive products. It’s unique to find an industry that disseminates such a range of harms.
Let Your Values Dictate Your Actions
The Ethos Code does not preclude meat and dairy per se, but inspires us to challenge the status quo, question the industry-led narrative and make better decisions in the most impactful behaviour over which we alone have total control: eating.
Follow The Ethos Code today.
Who are we?
Peter
Born in the UK, Peter spent 30 years abroad, firstly in Hong Kong where he established an academic research editing company, then in Indonesia, returning 'home' in 2022. He started to question his diet in around 2010, and played around with meat-free days for a while before growing awareness inspired the need to get more serious. Peter went virtually vegan in 2017, but with the caveat - for reasons he can't quite remember - that all bets were off regarding desserts. Over the last few years this has morphed into a diet that is meat (and virtually dairy) free and heavily plant predominant, something that he finds fits in with his beliefs and view of the world around him.
Jake
Sports has always been an integral part of Jake’s life, from tennis and football in his early years before surfing in Bali. Now based in Melbourne, he has recently dived into MMA and regularly practises Muay Thai and Jiu Jitsu. With plans to study sports science, effectively fuelling his training has always been of interest. Despite his initial scepticism about whether a plant-predominant diet would adequately sustain his training, he has been happily surprised by the results of the change, not only on a physical level, but also on a morally and psychologically.