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IT doesn’t take much to make a change and in the case of KindMeal, change comes in the form of discounts.

Aiming to raise positive awareness on animal welfare, KindMeal is the first-of-its-kind non-governmental organisation (NGO) that serves as a social platform for eateries to promote meat-free dining.

KindMeal is similar to a deals website — such as Groupon — featuring free coupons, meal discounts and opportunities for users to interact and share their Kind Moments and Kind Words with pictures and reviews.

“We are like a social networking discount group — referring to the concoction of food blog, Instagram and discount coupons,” said Andy Koh, founder and chief executive officer of KindMeal.

Aimed at tech-savvy eateries and young hipster crowd, KindMeal has a bigger and nobler objective following its establishment, which is to promote conscious lifestyle change and adopt healthier eating options.

“Meat-free dining can work towards any cause, be it for health, environment, humanity or just to save money.”

“Ultimately we are improving the lives of suffering animals and building a more compassionate society by just changing the social dynamics of eating,” said Koh.

“The problem is our food (meat in particular) is so far removed from the farm that we don’t see the importance of animal wellbeing,” said Koh, adding that the concept is beyond saving just cats and dogs.

The idea of a discounted meat-free dining platform sprang from Koh’s experience in handling animal welfare portal PetFinder.my

“Only a small percentage of Malaysians are animal lovers and of that an even smaller percentage are animal rescuers. It takes a lot of money, time and effort to raise awareness on animal welfare,” said Koh.

By subscribing to the idea of meat-free dining, customers consciously reduce their meat consumption and yet enjoy delicious and healthier meal bargains.

“We don’t take a single cent in this process, not even commissions of any sort as customers pay the discounted price directly at the outlets.”

“The discounts are offered by participating businesses who are keen on promoting their meat-free meals,” said Koh.

The idea has been quite successful.

“First, we avoid using the word vegetarian or vegan because it doesn’t appeal to many people.”

“Secondly, an increasing number of cafes and restaurants are already including meat-free option in their menu widening the horizon for non-meat eaters so vegetarians and non-vegetarians can dine together,” said Koh, adding that food has always been a uniting factor.

KindMeal hopes to reduce meat consumption by introducing and promoting delicious and healthier meals prepared by participating outlets.
KindMeal hopes to reduce meat consumption by introducing and promoting delicious and healthier meals prepared by participating outlets.

Greater business opportunities too

Any food and beverage outlets — not necessarily vegan or vegetarian — can use KindMeal’s services for free as long as they are offering vegetarian options in their menu.

However, KindMeal’s portal is limited to promoting meat-free food items only.

“We are not for profit. We focus on long-term branding for outlets that support our cause. Anyone is free to join us as long as you are promoting meat-free dining.

“We are looking at launching a paid premium plan to upgrade our services in the near future. Businesses can still continue to be with us on the basic plan which is free and gain added features should they choose to upgrade to the premium plan,” said Koh.

Businesses that choose to collaborate with KindMeal will have a personalised profile page with pictures, meat-free menu, contacts details and GPS coordinates to their outlets on KindMeal’s portal.

Customers can easily log on and download free discount coupons for ala-carte and set meals promoted by a particular eatery and will receive an activation link within seconds via mobile phone or email.

Upon activating the coupon, they can walk in and flash the coupon at the counter to enjoy their discounts.

“There is no printing, registrations or keying in of any sort. If you choose to share the discount coupon on social networking sites, you will automatically get more discounts,” said Koh.

Businesses can leverage on the nature of social media as sharing great deals on Facebook and Twitter allow it to go viral presenting greater reach for businesses at no cost.

KindMeal hopes to reduce meat consumption by introducing and promoting delicious and healthier meals prepared by participating outlets.
KindMeal hopes to reduce meat consumption by introducing and promoting delicious and healthier meals prepared by participating outlets.

For more details on how to contribute for this cause, visit www.kindmeal.my

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