Michael Swarm

Own Your Body

• Change your goals
• Change your beliefs
• Change your habits
• Change your identity
• Get results you want

Common Errors

• Too much soups and salads, not enough whole grains and pulses. Always hungry. Tempted to eat junk and animal foods. (Too low energy density. Too much raw foods. Not enough cooked food and cooked starches.)
• Too much nuts and seeds, tofu or avocado, not enough whole grains and pulses. Fail to lose weight and resolve health issues. (Too high energy density. These foods are scarce and costly in nature.)

Eat Less – Move More – Rest Better

• Eat less with abundant whole plant food groups, which are cheap, filling and moderate energy.
• Move more with less weight and more energy. Do hard things: walk, run, push and lift.
• Rest better. Get up with the sun. Go to sleep when it gets dark. Comfortable sleep and occasional fasts.

1. WFPB is the Preferred Human Diet

• Aligns with primate evolution of mostly plant diets
• Aligns with human evolution involving fire and cooking
• Supported by evidence of health and longevity benefits

2. Core Features of WFPB

• Emphasizes abundant foods over scarce foods (focus on cheap commodity plants, not animal foods or nuts)
• Whole foods over processed foods, mostly cooked from scratch (not processed, not raw)
• Includes key plant food groups: primarily grains, legumes, fruits, and vegetables, enhanced with herbs and spices

3. The Benefits: Health, Wealth, and Taste

• Health: Enhances appearance (beauty and strength), energy (vitality), and fertility (reproduction). Supports a long childhood, greater attractiveness, and a long, active life
• Wealth: Lowers food costs and significantly reduces or eliminates healthcare expenses, resulting in lifetime savings per person equivalent to the cost of one or two homes
• Taste: Celebrates vibrant, varied, and deeply satisfying flavors that redefine culinary enjoyment—offering experiences better than restaurant dining

4. Why Does WFPB Have a Limited Message?

• WFPB is grounded in morality, not technology; no single corporation or entity owns it, and there are no patents or trade secrets to drive aggressive promotion
• Its message lacks a commercial driver and thus remains diffuse and less visible without powerful marketing interests
• Traditional moral institutions (churches, synagogues, mosques, temples) that once promoted ethical choices are weak or absent in modern urban societies
• Family units, historically responsible for passing down moral traditions, are weakened or broken
• Contemporary society often rejects traditional virtues; freedom is equated with temptation and indulgence rather than sacrifice or temperance

5. Why Does WFPB Have Limited Adoption?

• WFPB requires real effort, similar to mastering a trade, music, or language
• Trust and infrastructure for WFPB are largely missing: few packaged products, limited restaurant options, and most people must cook from scratch at home
• Marketing focuses on doctors and seniors—doctors are cautious adopters with expensive healthcare models, while seniors are often fixed in habits and late in life to influence others
• This focus misses the ideal demographic: young mothers and young families who can adopt WFPB early and shape future generations
• By not engaging this key group, WFPB growth is stalled

6. Why Does WFPB Have Limited Adherence?

• Sustaining WFPB demands mindful commitment and the effort of cooking mostly from scratch
• Unlike pleasure-driven food trends offering quick gratification, WFPB is not a “pleasure trap” and requires consistent effort
• Without adequate support, guidance, and accessible resources, many struggle to maintain adherence over time

7. The Opportunity: WFPB as Luxury and Lifestyle

• WFPB transcends diet—it offers elevated living through health, creativity, and personalization
• Services such as kitchen mentoring and private chefs can transform WFPB into a luxury experience
• This redefines WFPB not as sacrifice but as a refined, joyful lifestyle choice embracing wellness and sophistication

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This manifesto invites individuals, communities, and markets to recognize the profound potential of Whole Food Plant Based living—and to invest in building the culture, infrastructure, and support necessary for its flourishing.

I wrinkled my nose at Stacy’s suggestion. My dorm room was already a clutter of textbooks, laundry, and the occasional ramen noodle packet. “Stacy, I’m drowning in deadlines here. You want me to add ‘chef’ to my resume too?”

Stacy, unfazed, leaned against my tiny desk, her yoga mat rolled up like a sleeping serpent behind her. She was all sinew and purpose, her skin glowing from years of green smoothies and early morning runs. “Emily,” she said, her voice as steady as her gaze, “you’re fueling your body with… that?” Her eyes flicked to the neon-colored protein bar in my hand.

I sighed, flopping onto my bed. The springs groaned under me, a symphony of wear and tear. “I’m just trying to keep up, Stace. Between classes and work, I barely have time to brush my teeth.”

She walked over, her bare feet padding softly on the thin carpet. She took the protein bar from my hand, examining it like an archaeologist studying an ancient artifact. “This is sugar, Emily. And artificial flavors. It’s not food.” She tossed it back onto my desk, where it landed with a dull thud.

I sat up, running a hand through my tangled hair. “Fine. But what am I supposed to do? Become a gourmet chef overnight?”

Stacy smiled, her eyes lighting up like she’d just discovered the next big superfood. “No. Just… start small.” She rummaged through my tiny fridge, pulling out an apple and a jar of peanut butter. “Here,” she said, handing them to me. “Breakfast of champions.”

I took the apple, its skin cool and smooth under my fingers. I hesitated before taking a bite, looking at Stacy expectantly. “Well?” she asked, her eyebrows raised. I took a big, crunchy bite, the juice dripping down my chin. Stacy laughed, wiping it away with her thumb.

“See?” she said, grinning. “Whole food plant based. It’s not so scary after all.”

Robert chuckled softly as he adjusted his golf cap, casting a sideways glance at Joe. “You know I’m all for keeping things simple, kiddo. That’s why I’ve got my garden and my clubs.” He gestured towards the park, where families played and elderly couples strolled. “But plant-based? Isn’t that a bit… extreme?”

Joe leaned against his car, arms folded, grinning. “Extreme? Not at all, Rob. It’s all about variety. You’ve got your golf, your gardening – why not mix it up with some new recipes?” He pulled out his phone, swiping through pictures of vibrant dishes. “Look at this. It’s a plant-powered world out there.”

Robert took the phone, squinting at the bright screen. “Well, I’ll be. That does look appetizing.” He handed back the device, wiping his hands on his pants. “But you know I’m set in my ways, Joe. And besides, what about my supplements? My doctor says they’re keeping me going strong.”

Joe nodded understandingly. “And that’s great, Rob. But have you ever thought about getting your nutrients from whole foods instead? You’d be surprised how much more satisfying it is to fuel your body naturally.” He tapped his temple. “Plus, it’s better for the old noggin too.”

Robert laughed heartily at that, shaking his head. “You’re something else, Joe. Always pushing the boundaries.” He paused, considering. “But I’ll tell you what – if you come over next Sunday and help me whip up one of these plant-based meals, I’ll give it a fair shot.”

Joe’s face lit up like a kid on Christmas morning. “Deal!” he exclaimed, extending his hand. Robert took it with a firm grip, sealing their pact.

As Joe drove off in his hybrid car – yes, another plug for the environment, Robert thought fondly – he couldn’t help but ponder the younger man’s words. Maybe there was something to this plant-based thing after all. But first things first: they’d have to find a recipe that didn’t involve too many ingredients or fancy gadgets. After all, some old dogs could learn new tricks, but not without a little persuasion and patience.

I watch Stacy across my cluttered desk, her youth and vitality almost tangible. She’s a stark contrast to the fatigue I feel, the weary ache in my bones after another long day at the office. Her eyes are alight with conviction as she speaks about whole food plant-based meals, like they’re some magical solution to all life’s ailments.

“I’ve been thinking about it, Stacy,” I admit, rubbing my temples. “I mean, my doctor keeps harping on about my cholesterol and blood pressure. And God knows I could stand to lose a few pounds.” I gesture vaguely at my midsection, as if it might somehow defy physics and shrink under scrutiny.

Stacy leans in, her enthusiasm undeterred by my half-hearted response. “Exactly!” she exclaims, “And plant-based meals are the way forward. They’re packed with nutrients, they’re good for the environment… and you’d be surprised how delicious they can be.”

I sigh, looking at the stack of reports awaiting me. “It’s not that simple, Stacy. I barely have time to grab a salad on my lunch break, let alone cook something from scratch every night.” I pause, remembering the endless hours spent scrolling through Pinterest for ‘easy’ recipes that never quite lived up to their promise. “And even if I did want to, I wouldn’t know where to start.”

Stacy’s expression softens, and she reaches across the desk to squeeze my hand. “Lisa,” she says, her voice gentler now, “I get it. It’s overwhelming at first. But you don’t have to do it alone. We can go grocery shopping together this weekend – I’ll show you what to look for, how to read labels. And we can meal prep on Sunday, so you’ve got healthy meals ready for the week.”

I hesitate, then nod slowly. Stacy’s enthusiasm is infectious, her offer tempting. Maybe she’s right; maybe this could be the change I need. “Alright,” I concede, “Let’s give it a shot.” And as we start planning our grocery list, I can’t help but feel a spark of hope ignite within me. Perhaps this whole ‘whole food plant-based’ thing isn’t so intimidating after all.

Stacy leans against my counter, crunching on an apple, her eyes sparkling with conviction as she poses the question. “Why not try cooking more whole food plant-based meals?” She gestures around at the healthy snacks scattered about – carrot sticks, hummus, a bowl of berries. “You’re already halfway there, Sarah.”

I sigh, shifting little Emily to my other hip. She gurgles, reaching for the apple in Stacy’s hand. “It’s not that easy, Stace,” I say, bouncing Emily gently. “With work, and Emily… it’s just hard to find time to plan, let alone cook elaborate meals.”

Stacy waves a dismissive hand, taking a bite of her apple. “Who said anything about elaborate? It’s not about being fancy, Sarah. It’s about simple, nutritious ingredients.” She pops the last bit of apple into her mouth and chews thoughtfully. “Think about it – beans, lentils, veggies… they’re versatile, filling, and they don’t take forever to prepare.”

I raise an eyebrow, skeptical. “Yeah, but what about Emily? You know how she can be with new foods.” I glance at my daughter, who’s now trying to put the apple core in her mouth.

Stacy laughs, taking the core from Emily’s hand. “That’s exactly why this is perfect! You’ll be teaching her healthy eating habits from an early age. And think of all the time you’ll save not having to worry about what to feed her.”

I bite my lip, considering Stacy’s words. The idea does have its appeal – less stress, more nutrition, and a chance to instill good habits in Emily. But there’s still one major hurdle.

“I don’t know, Stace,” I say, setting Emily down with some toys. “It’s not just about time. It’s also about money. Plant-based stuff can get expensive.”

Stacy nods understandingly. “I hear you, Sarah. And it doesn’t have to be that way.” She starts gathering the healthy snacks into a bowl, her voice gaining enthusiasm. “We can plan meals around affordable staples – think lentil soups, chickpea curries, big salads… And we’ll buy in bulk too.”

I watch Stacy, her eyes bright with excitement for this new challenge. Maybe she’s onto something. Maybe it’s time to give whole food plant-based cooking a proper chance.

“And who knows,” Stacy adds, grinning at me, “maybe Emily will surprise us and love the new foods!”

I laugh, shaking my head. Only time will tell if Stacy’s optimism is warranted. But I’m willing to try – for Emily, for my health, and hopefully, for our wallets too.

I watched Joe across the bench press bar, wiping sweat from my forehead before racking another plate. His eyes were gleaming like he’d just discovered the fountain of youth. “Whole food plant-based meals?” I echoed, a skeptical brow arched.

“Yeah,” Joe nodded enthusiastically, leaning back against the wall, his gym bag crumpled beside him. “You know how much you’ve been pushing yourself, Marcus? Your body could use some clean fuel.”

I chuckled, unracking the bar again. “Clean fuel, huh?” I said, lowering myself into position. “Says the man who used to live off frozen dinners and energy drinks.” My arms trembled as I pushed up, the weight heavy but familiar.

Joe laughed, rubbing his hands through his damp hair. “Okay, guilty as charged,” he admitted, watching me complete my set. “But that was before I started dating Sarah. She’s got me eating kale smoothies and quinoa salads now.”

I sat up, releasing the bar onto the rack with a clang. “Kale smoothies?” I grimaced, grabbing my towel to wipe down my face. “You sound like one of those hipster health nuts.” But even as I teased him, I couldn’t ignore the seed he’d planted.

“Think about it, Marcus,” Joe persisted, standing up and pacing around me. “You’re always looking for ways to optimize your performance, right? This could be it. No more animal products clogging up your arteries, no more pesticides poisoning your system.”

I stood up, collecting my things. “Yeah, yeah, I’ve heard the spiel,” I said, tossing him a smirk over my shoulder as I headed towards the locker room. But inside, I was turning his words over in my mind like a well-worn coin.

Later that night, I found myself standing in front of the refrigerated section at Whole Foods, blinking at the array of leafy greens and colorful vegetables. I grabbed a bunch of kale, because Joe seemed to think it was the key to eternal life or something, and added it to my basket alongside sweet potatoes, chickpeas, and other things that didn’t come shrink-wrapped with barcodes.

As I cooked dinner that night – a lentil curry, because even I wasn’t crazy enough to attempt kale on my first try – I couldn’t help but feel a sense of…not peace exactly, but something approaching it. The kitchen was filled with the warm scent of spices and simmering legumes, and for once, there were no clattering supplements or whey protein shakes vying for attention.

I ate dinner, alone at my kitchen table, and found myself savoring each bite. It was different, certainly, but not in a bad way. As I rinsed off my plate, I made a decision: I’d give Joe’s whole food plant-based thing a shot. For science, of course. And maybe, just maybe, because it felt…right.

Patty leaned back in her chair, eyes narrowing as she scrutinized Joe across the cluttered office desk. “Whole food plant based? Joe, you know I’m already eating healthier than most. What’s the deal with this sudden push?”

Joe grinned, unfazed by Patty’s skepticism. He leaned forward, hands animated as he spoke. “It’s not just about ‘eating healthy,’ Patty. It’s about fueling your body right. You know we’re athletes, we’re supposed to set an example.”

Patty chuckled, shaking her head. “Since when did you become such an advocate for plant-based diets? Last I checked, you were the one bringing in leftover pizza after our late-night shifts.” She pushed a stack of papers towards him, smirking.

Joe ignored the papers, his gaze steady on Patty. “I’ve done my research. You should see the difference it’s made for me – more energy, better performance, and I sleep like a baby.”

Patty snorted, but Joe pressed on, undeterred. He pulled out his phone, swiping through photos of colorful, vibrant meals. “Look at these,” he said, sliding the phone across the desk. “I’ve been making all this stuff at home. It’s not as hard as it looks, and it tastes great.”

Patty picked up the phone, scrolling through the photos with a raised eyebrow. “It does look… impressive.” She paused, then met Joe’s gaze. “But I don’t have time to spend hours in the kitchen, Joe. You know that.”

Joe nodded understandingly. “I get it, Patty. That’s why I started meal prepping on Sundays. It takes an hour tops, and you’re set for the week.” He leaned back, arms crossed. “Give it a try. If you don’t like it after a month, I’ll eat my vegan hat.”

Patty laughed, handing him back his phone. “Alright, Joe. You’ve got yourself a deal. But if I end up looking like a rabbit with carrots sticking out of my ears, I’m blaming you.”