Every vegan is a spokesperson for the movement, whether they want the job or not. The good news is there's a version of that role for exactly who you already are. Felicia Greenfield found hers creating Friends Not Food, a farcical sitcom pilot filmed at a Florida farm sanctuary.
A former marketing manager for MLB and the NHL, Felicia knows no single pitch connects with everyone and when she recognized that protests weren't the right method for her, she built something that didn't exist instead. She shares that vegan advocacy isn't just about protests and boycotts, it exists in forms you're allowed to invent, and yours might resonate with someone the existing options never would.
Together, Victoria and Felicia explore narrative transportation, the reason people let their guard down inside a story in ways they never would inside a debate, and why comedy can deliver a message that a lecture would only repel. Felicia also gets into Friends Not Food itself, a show built inside Cli-Fi, the climate fiction genre already dramatizing flooded cities and dystopian hellscapes, but one that has left out the industry actually driving the crisis it exists to depict: animal agriculture.
It's a conversation about finding a lane that's actually yours, and what happens when you let an animal just be itself and call it activism.
In This Episode Why every vegan can find their own form of advocacy How Felicia created Friends Not Food Why traditional protest wasn't the right fit for her The power of storytelling to reach people differently What narrative transportation means and why it works How comedy can open people up to difficult ideas Why animal agriculture belongs in the climate fiction conversation Finding an advocacy approach that feels authentically yours
About Our Guest Felicia Greenfield is a former marketing manager for Major League Baseball and the NHL who found her own creative approach to vegan advocacy through storytelling and comedy. She is the creator of Friends Not Food, a farcical sitcom pilot filmed at a Florida farm sanctuary that brings animal agriculture and veganism into the world of climate fiction.
Felicia's work explores how stories can create connection and open conversations that traditional advocacy approaches sometimes cannot. Her message is simple: vegan advocacy doesn't have to look one particular way. There is room to find the form that fits who you are.
About Friends Not Food Friends Not Food is a sitcom pilot filmed at a Florida farm sanctuary. The project uses humor, storytelling, and the relationships between humans and animals to explore veganism and animal agriculture in a way that invites audiences in rather than talking at them.
The project also sits within the growing world of Cli-Fi, or climate fiction. While many stories imagine the consequences of climate change, Friends Not Food asks us to consider the role of animal agriculture in that conversation.
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