It’s time to take “Big Blue” to the BIG APPLE!

“Big Blue” is my nickname for our book, officially launching in twelve days

My friend Sal in New York is a senior citizen who has been a vegetarian for thirty-five years. During that time, he has done his best to share the good news of his healthy lifestyle with his extended family of 30 people.

If we can make it here, we can make it anywhere.

But, as he has told me in numerous messages and comment posts, not a single one of them has listened to him. After Sal reads our book in a few weeks, I am going to make him a proposition regarding that family of his. Here is my latest note from Sal — in response to my post about the “inevitable transition from “disease-care” to health care. (See link below)

Dear Jim, I see you as the Messiah with a message but the path of influence is a difficult one.  The change will not come in my lifetime (10-15 years) nor in yours.

I use my family as an example: 31 members.  Number reading the Hicks’ blogs…one (me).  They are aware because I emailed all members to at least read them…score, 30 members, my influence-0, Zero, Nada!  My family is the typical New York City second and third generation of Italians where olive oil is a way of life.

I have been preaching the plant food mantra for over 30 years.  I have watched them as they developed their American diseases, especially obesity, diabetes, heart.  Does my message resonate with them? No, they are much too concerned about where would they get their protein and calcium.  My response, “the same place that cows get theirs.”  They look at me as if I was part of a lunatic fringe group trying to subvert their “wonderful” American lifestyle of disease and death.

No, Jim, I don’t see change on a massive scale ever happening. It would be gradual, one person at a time, that would take forever, maybe never. Sal Liggieri

P.S.  My wife, her sister, brother-in-law, and I are attending the McDougall ten day program, September 30-October 9.  The sister and brother-in-law are both obese and sickly.  Even with this effort, will they change, I don’t think so.  Especially, the brother-in law, he has already had a quadruple bypass.  He brags of the fact that he has never eaten a vegetable.  How pathetic is that.

Big Blue is heading for the Big Apple

My note back to Sal. Thanks for your sage comments. Your input is very good for me; helping to prevent complacency from taking over my day. As for my and your lifetimes, I referred to the “great food revolution of the twenty-first century” — which extends way beyond both our lifetimes (15 to 35 years). I agree that that the transition will be gradual up to a point; then it will get a shot in the arm once we realize that the “era of cheap oil” is over — See Chapter 5 in our book.

When gasoline hits $10, $15 and $20 a gallon, all of your relatives will be forced to change to plant-based calories as they won’t be able to afford the highly wasteful animal calories anymore (which take 20 times more energy to produce than plant-calories). I agree that economic FORCE will probably be necessary to change the dietary habits of the masses.

Gradual or fast; the shift is inevitable because what we have today is grossly unsustainable: not enough land, not enough water and not enough energy. It’s also driving the cost of “disease-care” through the roof in the entire Western world. Regardless of how long the transition takes, I am thrilled to be part of the global team that is leading that change…a change that will pick up speed every-time another powerful leader joins our team.

J. Morris Hicks, author and activist. Working daily to promote health, hope and harmony on planet Earth.

My proposition to Sal. I would like to meet you in New York City this week and bring you eleven copies of our book. One will be my gift to you and the others you may purchase for the ten members of your family who are most likely ready to listen to and hear the message. If not a single one of those ten people makes any improvement in their diets after reading our book, then I will reimburse you for the cost of all ten books.

One more thing. When we meet this week, please feel free to gather together a few family members for a visit and a book-signing. It would be my honor to meet you. FYI, I attended a 3-day McDougall seminar about four years ago — it is a very worthwhile investment and it’s encouraging that three of your family members is going to make the trip with you. Sounds to me like they may be listening to you more than you think.

Link to my post to which Sal was responding: From “Disease-Care” to Health-Care — An inevitable transition

If you like what you see here, you may wish to join our periodic mailing list. Also, for help in your own quest to take charge of your health, you might find some useful information at our 4-Leaf page. From the seaside village of Stonington, Connecticut – Be well and have a great day.

If you’d like to order our book on Amazon,  visit our BookStore now.

—J. Morris Hicks…blogging daily at

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About J. Morris Hicks

A former strategic management consultant and senior corporate executive with Ralph Lauren in New York, J. Morris Hicks has always focused on the "big picture" when analyzing any issue. In 2002, after becoming curious about our "optimal diet," he began a study of what we eat from a global perspective ---- discovering many startling issues and opportunities along the way. In addition to an MBA and a BS in Industrial Engineering, he holds a certificate in plant-based nutrition from the T. Colin Campbell Center for Nutrition Studies, where he has also been a member of the board of directors since 2012. Having concluded that our food choices hold the key to the sustainability of our civilization, he has made this his #1 priority---exploring all avenues for influencing humans everywhere to move back to the natural plant-based diet for our species.
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2 Responses to It’s time to take “Big Blue” to the BIG APPLE!

  1. Jean says:

    I am optimistic that your book, which does not advocate an all-or-nothing approach may be more effective than the vegetarian/vegan community has been so far.Thanks for writing!

  2. J. Morris Hicks.

    You are the forever optimist. The three family members attending the McDougall clinic are still eating junk food. Because of the long trip and expense of going to California, you would think they would prepare themselves mentally by reading a McDougall book or at least perusing the McDougall website. No….they are expecting miracle results even divine intervention to make the trip worthwhile.

    Always the pessimist: The trip will be a waste of time and money. To my family members, I keep expounding on the plant food theme: If you are what you eat, then you will eventually get what you deserve. Eat junk and your life will be junk…

    Sal Liggieri

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