Promote the transition to plant-based eating by supporting people toward vegetarian and vegan diets - Make the transition to plant-based eating more accessible in a compassionate manner. - Help and advise vegetarians and those in transition. - Facilitate meetings between vegetarians and those in transition. - Inform about the multiple and significant benefits of vegetarian and vegan diets for health and the environment. - Facilitate connections between consumers, producers, and distributors of plant-based food products.