A sea change occurred in the last decade. The health conscious mainstream was moved to reassess the meat and dairy centered American diet that was the gold standard for much of the 20th century. Home cooks are choosing vegetarian alternatives more often than ever before, and the success of health food supermarket chains like Whole Foods and Wild Oats, has forced traditional supermarkets to compete. Manufacturers "stepped up to the plate", and a growing selection of healthy alternatives with quick and easy prep, snack, and prepared foods appeared for busy consumers. 

The market for healthy alternatives and soy products such as soymilk, burgers, breakfast sausages, beverages, snack bars, baked goods and even tofu has exploded. Manufacturers' sales of soyfoods alone are projected to top $6.9 billion in 2005 ¹.

Shoppers who purchase these products are not all vegetarian. Many are health conscious, mainstream consumers who prepare vegetarian meals, at least part of the time, because of the health benefits. These savvy cooks have discovered that they can make traditional style meals using healthy alternatives, without losing flavor, texture, or eye appeal. It is the addition of these new consumers to the marketplace that is fueling the tremendous growth in this sector.

In the Vegsource tradition: All Are Welcome at VEG TV. Whether looking to lighten a traditional meal plan with vegetarian options or expand your vegan repertoire, VEG TV is the place to be. Many vegetarians, vegans, and semi-vegetarians of every stripe are just like you and me. They are housewives, and career women, physicians and nurses, stockbrokers, and executives, teachers, and secretaries, writers, and programmers, young and old, liberal, and conservative. We are at the forefront of a major lifestyle shift, one with a positive impact on the quality of life for humanity, the planet, and for the animals. 

(1) Soyfoods: Trends and Developments, Business Communications Co. Inc., Norwalk, CT.