From treehouse dream to global brand, Torfuky founder Seth Tibbott tells the triumphant story of a family-owned, eco-friendly enterprise that led the great vegan renaissance and made millions-without selling its soul.

‘If there ever was a person more ill-prepared to run a business than I was in 1980,’ writes Tofurky founder Seth Tibbott, ‘I have yet to meet them.’

Against all odds, however, this tree-hugging educator with no business background managed to build a global plant-based food brand worth millions. How did he do it?

This book details the improbable journey from treehouse to state-of-the-art eco-manufacturing plant churning out 12 million pounds of Tofurky per year. It wasn’t an easy ride-first nine years of business brought in a grand total of $31,000-but Seth held on, experimenting with products, staying true to his belief in eco-friendly practices, and, when necessary, getting out of his own way. For anyone who feels they have something great to offer the world but lacks formal business training, this is a story about hope, grit, and selling the dream-without selling out.