Well hello you. I’m Philip Zecevic, also known as Phitzee - A London based cook, creator, and a leading voice showing how enjoyable and rewarding a plant based lifestyle can be.

Through my recipes and content, I help thousands of people feel healthier, more confident in the kitchen, and excited about vegan food. Without sacrificing flavour or enjoyment!

Over the years, my work has been featured in publications like Men’s Health UK and GQ Magazine. I’ve also launched products, hosted supper clubs, collaborated with top restaurants, and even worked with Jamie Oliver and his team on campaigns (how cool is that!?).

And yeah, I might shine light on some interesting topics and spark thought provoking conversations from time to time on social media, but it really isn't all or nothing around here. It's about progress over perfection.

My philosophy and approach is about improving ourselves in and out of the kitchen, doing what we can, where we can, and when we can. To simply try and be better humans. 

That's exactly what my work and content aims to do - and that all usually starts with what's on your plate...

Why just plants though?

It all started when I caught myself one time at the dinner table, questioning where the food that was on my plate came from...

I remember feeling so disconnected to it all.

So I ended up learning a bit about nutrition and finding out more about that process. In short, I really didn’t like what I saw (especially around meat and dairy) and I knew this wasn't something that I wanted to continue to be a part of, support, or consume.

This hit home even more because I consider myself as a person who truly cares about their impact on the world and the wonderful, innocent beings we share it with.

My change never happened overnight though. It was gradual over the course of a year, as I slowly started eating more plants and less of the other stuff.

The difference was honestly life changing. I felt healthier, lighter, and morally aligned with my choices. It was a much better way of life for me. Since then, I haven't looked back.

Now as someone who lives this way today, I'm also very aware that going fully plant based, vegan, or even veggie, might not be for everyone, but if I can help someone enjoy just one extra plant based meal a week, then I consider that a win.

A bit about my journey.

While working full-time in social media and marketing post university, I began sharing my cooking journey online. At first, it was just a hobby, posting for inspiration and documenting what I was making.

Over time, the content improved, the community grew, and I found myself turning a personal passion into a platform for others to explore and enjoy plant based living too.

Along the way, I’ve had the privilege of reaching hundreds of thousands of people, collaborating with some of the best food brands, and consulting for companies across multiple industries. All while staying true to the mission of making eating more plants accessible and enjoyable.

So whether you’re just starting your plant based journey, or looking for new ways to enjoy food, I hope my recipes, tips, and stories inspire you to get creative in the kitchen and feel good about improving what’s on your plate.

Now that you know a little more about me, feel free to reach out, share your successes, ask questions, or just say hello!