Foremost, I would like to thank the research participants for this project who were Paula Perez from NAE Vegan and Adriana Mano from Zouri. Your participation performed a key role in generating insights for this project. It would not have occurred without you. I would like to thank Marcos Ferrasso for acting as my advisor for this project. His perspective and generosity with his time was crucial in helping to shape and define this project into a tangible goal. I would like to thank Catia Magro and Joana Dionísio for helping with the beginning, the end and every little part in the middle. I would like to thank Corina McKendry who helped me to shift the paper to a comparative analysis and brought new found depth to the research through a new perspective. I cannot begin to describe everything that you all have done to help develop this project. You are beyond appreciated.