Our Mission

At J. Selby’s, we choose to refer to our food as plant based in an effort to foster inclusivity to those who choose to eat plant-based for ethical, environmental or health reasons. Our mission is to expose as many people as possible to a plant based diet in a way that is familiar to them. Our focus is on those who might be considering changing their eating habits to include more plant based food. We offer familiar comfort foods such as cheeseburgers made with meat and cheese substitutes, as well as dishes that are more vegetable based such as falafel and bowls. 

On a personal note, both I (Matt) and my partner identify as vegan. My journey to veganism started with a plant based diet for athletic performance reasons and ultimately resulted in my seeing animals in a more compassionate way (thank you, Melanie Joy).  I have had the opportunity to work with Physician’s Committee for Responsible Medicine (PCRM) to help bring attention to the unethical use of animals in medical teaching at both the Hennipen County Medical Center and North Dakota State University in Fargo. I left my successful medical practice and entered the somewhat risky business of starting a plant based restaurant because I felt I could do more to influence people’s diet by offering plant based options than through surgical intervention or education. We can only educate those who want to learn, but everyone has to eat. 

We appreciate the outpouring of support we have received. In the end, I believe we are all working toward the same goal:  To improve human health, save the environment and eliminate animal suffering by encouraging people to adopt a plant based diet, no matter what their political or ethical leanings may be.

As always, please reach out with any questions or concerns. My email is matt@theplantbasedeater.com