How did we get into such a mess on this planet?

Why did we start eating the wrong food in the first place?

This image on the front of our book tells the story. Plant-based eating will restore our own health while simultaneously restoring the health of the planet.

Now that I am out speaking on a regular basis to promote our book, I frequently encounter “mainstream” crowds that react to some of what I have to say with stunned silence and disbelief. Most simply can’t imagine life without their meat and dairy.

They simply can’t fathom that they might have been told the wrong information for their entire lives. Most can’t get beyond the fact that they can really get along without eating ANY animal protein. And why shouldn’t they feel that way? It’s been drilled into their heads continuously since birth — from their parents, teachers, friends, doctors, food producers and the media.

“Meat, dairy and eggs are protein. And we need protein.” It’s just that simple in their eyes.

We must recognize that we’re asking people to make a gigantic paradigm shift if we’re expecting them to believe us right away about a near 100% plant-based diet. With that thought in mind, I recall back a few years ago when I began to sort out all of this information for myself. Once my light finally went on, it all made perfect sense to me. And when that happened, I decided to write it all down so that my loved ones would have this “big picture” information available if anything happened to me.

Now, this "Big Picture" story is well-documented in our book and can be read and understood by the average 8th grader in one afternoon.

So on an airplane ride in 2007, I drafted the lion’s share of the article that is now posted on the Big Picture Page of this website. I simply imagined what I would want to tell my family about all of this stuff if they were all gathered around me and I only had thirty minutes to live.

I later entitled the piece, Give me thirty minutes…and I’ll give you thirty years. It consists of thirty paragraphs and may take you about 20 minutes to read. Maybe you will find this article helpful in future years as you try to explain all of this to people that you care about.

The good news is that while our current dilemma, and how we got there, is exceedingly complex — the solution is refreshingly simple and can even be summarized in two words; Whole Plants. So here’s the link to that article. For your convenience, if you ever want to refer someone to this piece, just send them to my website and ask them to click on the Big Picture page.

Give me thirty minutes…and I’ll give you thirty years…

An ideal "weapon of mass instruction" for you gift-giving needs

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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1 Response to How did we get into such a mess on this planet?

  1. Your posts are the first thing I read every morning. I love them and “Give me thirty minutes…and I’ll give you thirty years” is so far one of my favorites – thank you!

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