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Ariel is the owner & creator of Free Food*. He has been imagining and making plant based creations since 2007.

“Whole Food prepared correctly is a multi-sensory experience, enriching our lives with colour, taste, smell… and, most importantly, vitality and energy.”

Ariel has been vegan since 2000. He started Free Food* in 2007 as he wanted to prepare original and healthy vegan food that would be accessible and appealing – and see people as excited as he is about not causing harm and doing good at the same time.

He came up with the name Free Food* as it is a provocative and accurate descriptor for the Food he makes – it’s vegan + gluten, wheat, sugar, dairy and preservative Free*.