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Who We Are

Grainwaves is a consultancy which will help businesses to become plant-based. We are a non-profit organisation, here to create a more sustainable planet. Our vision is to connect organisations and businesses worldwide to help each other. We do this by providing a Unity ‘Network’ that connect specialists and plant-based businesses together. Find out more about our Unity Network and how to sign up here.

Grainwaves is made up of an eclectic group of people from around the world. We are predominantly volunteer-based and all work hard to create a more sustainable and ethical world.


Amy Collier,
Outreach Manager

I live just outside Cardiff, Wales. I have my own companion animal care business which I set up in 2012. Alongside this I work part time in community development for a retailer. I also volunteer for Challenge 22, an organisation who help individuals transition to a vegan lifestyle.

Veganism has been a huge part of my life for the past 4 years, primarily as an animal lover but once I learned more, it quickly became for environmental reasons as well. As a parent it is increasingly important to me to work towards a world which will be vibrant and healthful for her and the future generations and I feel that veganism and a plant based food system is the way to do that.


Angi Beckett,
Director of Human Resources

I have been an advocate for animal welfare since my teens. I read a book then called Slaughter of the Innocents by Hans Reusch. After reading it, I immediately became vegetarian and remained so for animal welfare reasons until 2018 when I realised the cruelty of the dairy and egg industries and became vegan.

I am therefore delighted to be involved in Grainwaves where I can work to move forward from merely the cessation of animal cruelty to the very positive step of helping businesses change to plant-based alternatives.


There is a theory of change called Two Loops. It proposes that the old system rises and then declines. As it does so, the new system starts under the apex of the old. There will be those who cannot let the old go (Stewards) and those who join the new. As the new develops, various stages are reached. I have been involved in many groups in the Connect and Nourish sections. Grainwaves, I believe, represents a bridge (Transition) to the stewards clinging to the (Hospice) old views that animal cruelty is acceptable or even essential, to show them there is another way. I sincerely hope that many will cross that bridge, bringing an end to much suffering, both of animals and of humans (whose consumption of the animal products leads to a plethora of illnesses).


Don Pritchard,
Research Management

I have been interested in environmentalism since the 70s. For the last 10 years I have been pushing for a transition away from animal agriculture and fishing because of the devastation both are causing to the planet and to human health. Thankfully this is being recognised more by the mainstream these days with many wise farmers moving to the more sustainable systems that don’t damage life.

In my leisure time I enjoy music and table tennis.


Cheryl Cowling,
Social Network Manager

I live in Leeds UK and I’m a qualified hair-loss Specialist based in Bradford. Working in this business, I have seen a higher demand for vegan products and that people want to make that change.

I have two children, so to me I feel it’s very important to educate them on why a plant-based future is the way forward, not only for the animals but the environment we live in.

I was vegetarian for a lot of years due to lack of knowledge but then i found myself with my head stuck in a book. This book has always stuck with me and i went vegan over night! The book was by Gary L. Francione (Introduction to animal rights) . He is a pioneer of the abolitionist theory of animal rights and it really opened my eyes.

Change has to happen and while my steps maybe small, together with Grainwaves we can create a more sustainable future.


Jane Tredgett,

A passionate animal lover since childhood, I spent the last 25 years as an active volunteer/ Trustee for local and national animal welfare organisations including 10 years on the RSPCA Board.

I also set up Charity Days to source free training for charities, saving them an estimated £2m.

I try to live sustainably – buying reclaimed /pre loved goods & choosing greener options.

I became vegan in Veganuary 2018, after 30 yrs as a vegetarian but wish I had moved earlier.

In 2018 I set up Humane Being - which I run as a volunteer - to encourage people to live in a way that is kind to animals & protects people and the planet then support them on the journey.

A key focus for me is to help people understand how climate chaos, ecological crises & the extinction of species are all interlinked with animal suffering - then provide ideas for actions we can all take – like making better consumer choices, lobbying MPs and joining campaign groups.

I give talks and attend festivals to encourage people to think about the planet & animals.

I have run my own training consultancy for 25 years, was awarded a Bedfordshire Businesswoman of the Year award and am a former chair of the Sales Training Association

We have rescue dogs, cats, pigs & chickens.


Mark Ross,
Managing Director & Founder

I have been heavily involved with a variety of plant-promoting groups since becoming vegan. From those that advocate change for animal rights to others, such as Challenge 22, that help support new people making the transition, I wanted to help everywhere I could.

It became apparent to me very quickly that there was little to no support on the commercial side of things, for those organisations and businesses that - whether for ethics, environment or simply economically - want to transition away from profiting on the back of animals.

Grainwaves is here to fill that void and I am thrilled to be working with such amazing people, all pulling together to see this vision come to fruition.

The future is ever-evolving and through Grainwaves, we can help to make it a kind, just and sustainable one.


Paul Rounding,
Sales Director

I’m from Newcastle upon Tyne in the UK. I enjoy helping others which is why I chose employment in the NHS for the blood service.

My environmental impact has always concerned me. It became apparent that if I wanted to become environmentally friendly, I would have to adopt a vegan lifestyle. Through time, I realised how much of a difference I could make; not just for the environment but also to my health and of course, the animals.

I am also involved in Challenge 22, which helps people wanting to try a vegan lifestyle. I have been fortunate to meet lots of great people and helped many transition to veganism.

My involvement in Grainwaves has been really rewarding as together we can make a real difference. I really look forward to helping businesses with this change to a more sustainable future.


Sarcha Wheeler,
Data Organiser

Since I was a child, I have always loved animals! My love for animals has shaped much of my life, with this care then transferring to my vegetarian diet when I became an adult, and eventually a vegan diet several years ago when it became impossible for me to ignore that eating animal products harmed animals.

As well as personally living a vegan lifestyle, I campaign for animal rights and climate justice. Of course, the climate and ecological catastrophe facing the world can also be lessened by more and more people adopting a plant-based diet.

I also studied Chimpanzee’s and Orangutan’s during my Undergraduate degree and my Master’s degree. Getting to understand these amazing creatures and seeing the impact the ecological crisis is having on their numbers further inspired me to campaign for change in our diets.

Fortunately, many people are starting to change to a more plant-based diet and Grainwaves fits into this changing mindset perfectly – by helping those who are motivated to take the steps to making their business plant-based.


Tanvi Varma,
Content Strategist & Organizer

Hello! My name is Tanvi Varma. I’ve been vegan for over five years and I’m a proud parent of a pig and a doggie, both of whom I rescued. My pig’s name is Azaadi, which means freedom in Hindi. I decided to rescue her after reading the book, which I HIGHLY recommend: “Why We Love Dogs, Eat Pigs and Wear Cows” by Melanie Joy. From the book, I learned about how complex and emotional “livestock” (I hate calling them livestock) are. I knew the least I could do was try to save someone from becoming a meal, especially since I live in South Texas where ranching and farming is a way of life. So I got on Craig’s List and convinced someone selling pigs for slaughter to let me take the runt of her litter. I dream of one day opening up my own sanctuary.

As for what I do for a living, I’m a reporter with the ABC affiliate TV station on the Texas/Mexico Border. I focus on covering immigration, law-enforcement, and the Texas legislature.

I’m not religious but I subscribe to the Hindu belief that we are all one. I hope to create a legacy of inclusivity and unity.

If you would like to join the team, or support us in other ways, please let us know.

Why Plant-Based   ⇰