I can barely believe it but on this day in 2018, I registered with Companies House and stepped into the world of entrepreneurship.

Having set up and run a business in Singapore from scratch already, I was surprised at the lack of bureaucracy - comparatively, this was easy!

I had a compelling vision - what if we could take the most talented people in the world and have them work on problems actually worth solving, instead of improving Facebook’s algorithm or inventing Google Glass (it was 2018, remember!)?

I’d met so many incredibly talented people in my career that I’d become obsessed with envisaging all the good they could do and was determined to help them to do it!

Having also gone vegan in 2015, I was passionate about helping to protect animals and networked with local vegan entrepreneurs, I convinced myself that what the world needed most of all, was a vegan recruitment agency. And so Citizen Kind was born!

Since then:

We have grown an international client base (Europe, USA, and Asia) across many different disciplines including:

FoodTech - through the various names we have used over the years; “alternative protein”, “lab-grown” and many more besides - this is a helpful catch-all for any product or ingredient looking to replace animal products or those that contain them, in our food system.
Food Service - a crucial influencing tool in educating the palettes of the masses to the tasty beauty of vegan food! It was particularly sad to see so many vegan places open and close over the years, but encouraging to see so many large restaurant chains get on board with vegan menus and commitment to balancing their menus to 50% plant-based as Wagamama, Wahaca and Ikea have already done. Working on the 50by25 campaign, helped underline how this helps hospitality operators reach their sustainability ambitions and reporting.
Investment - another eco-system builder that we have worked to support with expert advice and recruitment services. We are delighted this year to be partnered with Glass Wall Syndicate who support startups focused on animal replacements.
Whole Foods - Whilst innovation is important, we need more people to learn to cook whole foods as this offers the cheapest and most accessible way to improve long-term eating habits. Reducing reliance on convenience foods and making plant-based whole foods appealing to all benefits health, wealth and society at large.
Biotech - we have worked closely with biotech firms to with strategic planning, upskilling their teams, and finding new team members.
Media and Events - having worked for 20 years in hiring brilliant MarComms leaders, it has been joyful to be able to support those organisations focused on this space with special mentions for Green Queen and Plant Based World who have been with us since the beginning. We have also been co-running KindEarth.Tech with the indomitable Ira van Eelen since 2019.
Tech and e-commerce - we couldn’t leave digital media behind and in fact, our first vacancy with Citizen Kind was for a plant-based meal delivery service!
In addition to all these, we have also dabbled in wine, advertising and design, charities and not-for-profits, and real estate!

2. We have fluctuated in number. Like many others hit hard by the pandemic, the business was only 18 months old when the blow was delivered and it took a long while to recover. We used our time wisely during lockdown, having an away day paddleboarding on a local river and Emma started and ran a mutual support group locally before we could start again. We have been 1 to 2 to 3 to 2 to 1 to now, 2 + 9 Avengers who are shining examples of those brilliant talents I mentioned earlier. Joining Emma, is Matt Jan-Janin who is bringing his financial smarts, data analysis and strategic skills to help our clients get their finances as healthy as their values!

3. We have curated, directed, facilitated, moderated and produced programs for events in Amsterdam, Singapore, New York and London. Events will always hold a special place in my heart as we believe that this is where business is done - nothing online can ever replace the good vibes of a well-run event!

4. We have been invited to contribute as a speaker and facilitator at conferences, workshops and exhibitions in Amsterdam, Singapore, London and New York and well as webinars online and podcasts. We even judged the Plant Based Taste Awards!

5. We have attended (and in some cases exhibited) at Plant Based World EU and NYC, Alternative Protein Asia (SG), Future of Food (AMS), and Protein Production Technology Europe (AMS), New Food Conference (ProVeg, Germany), Anuga (Germany), IFE, Hotel, Restaurant and Catering Show, Lunch! Casual Dining (Show and Awards), The Restaurant Show, Northern Restaurant and Bar Show, (All UK) and US-based, Vegan Women’s Summit (NYC) and ExpoWest (LA).

6. We have been able to visit some of the coolest companies on earth and check out their operations in Ireland, Italy, Netherlands, Singapore, and USA as well as be invited to taste cultivated meat numerous times - such an honour! Roslin Technologies showed me around their facilities in Edinburgh and showed me how to cultivate meat from beginning to end and we brought a cultivated meat machine model all the way to Singapore for KETX!

7. We have been to countless launches, parties, seminars, showcases, workshops, restaurants, cafes, shops, markets, supper clubs and vegan nights celebrating all things vegan! When you love delicious food, sampling is the best part of the job!

By far, the thing I have loved the most has been meeting so many incredibly talented, motivated and imaginative humans working towards animal liberation. These inspirational visionaries who have dared to follow their dreams, bet on themselves, and dedicate their talents in service to animals, humble me and give me the energy top-up I need when my batteries inevitably run low. There are too many to mention but I suspect that they will know who they are reading this. I’m not shy about expressing my admiration in person!

The Avengers, Matt and I are entering our 7th year of operations equipped to solve any problem you can throw at us so why not give us a try?