Interview

Driving change through media and movement: an interview with sustainability advocate Klaus Mitchell

ProVeg’s Emily Styrka speaks to Klaus Mitchell, a leading voice in the field of sustainability, about his multifaceted work in online media, entrepreneurship, filmmaking and public speaking, all focused on increasing environmental awareness.

Klaus Mitchell: I never know whether to call myself a journalist or an advocate! I guess my main focus has been to involve myself in as many projects that help the planet, whether that be filmmaking, entrepreneurship, social media, or public speaking.

In recent times I’ve become increasingly interested in speaking up about unjust government subsidies. For instance, I recently had the opportunity to speak on BBC Radio 4 where I asked live on air: “When you walk into a supermarket, how is a whole chicken cheaper than a punnet of blueberries?” The answer lies in subsidies.

In Europe for example, 82% of farm subsidies support animal-based foods, with four times as much taxpayer funding going to these products compared to healthy and more sustainable foods like fruits and vegetables. We need to raise awareness about these structural issues if we want a fairer, healthier, more sustainable society.

KM: Some of my most memorable speaking experiences have been at large environmental conferences, like the COP conferences. These events are often filled with audiences outside the grassroots eco bubble, which makes them a unique opportunity to reach fresh people. However, these people tend to be well-dressed intellectuals whose dense, jargon-heavy language fails to connect with everyday people. I love getting the opportunity to cut through that noise with simpler messaging.

KM: Over the years, I’ve been lucky enough to interview thousands of people—everyday citizens, environmentalists, farmers, scientists, and politicians—about the state of our planet. My goal with these filmed interviews is to spark conversation and raise awareness. 

For example, on one occasion (see below to watch video), I posed a simple question to delegates at COP28: “What is more effective to save the fish—cutting out plastic straws or stopping eating fish?” The responses were surprisingly frustrating, with 99% of environmentalists leaning towards plastic straws as the more significant solution. It enabled me to talk about how the fishing industry does far more damage to the ocean than plastic.

KM: Thank you! I’ve been involved in a number of film projects, including Seaspiracy in 2021, which I was lucky enough to be script editor on. That same year I also helped support the marketing of another Netflix film Breaking Boundaries, narrated by David Attenborough. There are other film related projects I’ve been involved in but these are the first two that come to mind! 

In terms of projects in the community, a few years ago I also organised free cooking classes with health campaigner Farrah Rainfly. The initiative focused on impoverished communities in North London. Many of the participants had never cooked from scratch before, and the sessions helped introduce them to healthier, home-cooked meals.I’ve also helped launch a number of online platforms. One of these was Secret Dining Hub, which I co-founded in 2013 with a good friend Marcus Rowntree. It was an online hub connecting underground supper clubs, starting in London and quickly expanding to other cities. At its peak, the platform boasted over 50,000 members and even earned a spot in NACUE’s prestigious Varsity Pitch Final awards. Despite the recognition, we were unable to secure the necessary investment to scale further, leading us to step back and pursue other projects. However, the experience was invaluable, equipping me with skills and insights that later proved instrumental in launching Plant Based News.

KM: Yes, absolutely! Plant Based News emerged from a personal health journey. In my early 20s, I was diagnosed with post-thrombotic syndrome following a delayed diagnosis of deep vein thrombosis (DVT). By 2015, the condition had become severe. In a moment of searching for purpose, I donated to PCRM, a nonprofit focused on preventive medicine, thinking, “If I give to something meaningful, maybe I’ll feel better myself.”

I realised it would not be sustainable for me to keep donating, so I decided to channel my energy into something positive. I created a page across social media (and a small website) called ‘Plant Based News’. Its mission was to highlight the environmental, ethical, and health implications of animal agriculture. I was passionate about plant-based living at the time and it just made sense to me.

The eccentricity of my social media reporting (including introducing videos in my family’s greenhouse as “Hi this is Klaus in the Greenhouse”) drew attention. It helped me get invited to an event in California in 2016 with priority access to interview luminaries in the health and sustainability space. 

I started collaborating with Robbie Lockie, a creative genius with a big heart and a magnetic personality. Robbie—who joined as co-founder—had a wealth of experience in digital media and grassroots campaigning. By early 2017, we had launched plantbasednews.org as an official news platform and incorporated Plant Based News as a limited company with seed-capital backing. 

KM: There are a few key factors that have helped us grow. The first is our in-house digital marketing agency, PBN Digital, which provides performance-marketing services to mission-aligned organisations in the sustainability space. This not only supports our mission but also generates revenue to fund our website and social media pages. 

The second was our crowdfunding campaign on Seedrs, which raised over £1 million. This milestone, combined with the ongoing support from PBN Digital, has enabled us to significantly enhance our website, expand our social media platforms, and strengthen our broader advocacy efforts to drive awareness and change.

Finally, the power of experimentation has been key to the journey. In the beginning, I had no clear blueprint for the exact content or monetisation strategy that would make everything come together. We tried countless variations of ideas and approaches. At one point, we even created PBN social media pages in Mandarin to engage Asian audiences. This effort earned me the recognition of being described as “leading the green movement into China” by Style Magazine and led to the premiere of our documentary—VEGAN 2019—in Beijing. Reflecting on it now, it feels surreal, but that’s often the magic of projects that take unpredictable turns!

Check out Klaus’s socials!

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Emily Styrka

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