Introducing Upbeet Brands

Upbeet Brands is a new company incorporating Forks Over Knives and The Beet. Our purpose is to positively promote the adoption of healthier nutrition by helping people eat more whole plant-based foods for the sake of their health and the planet.

At Upbeet Brands, we believe a healthy, plant-based approach is just the start of what we can do together to make our lives better and the world a more positive place.

“With more than half of American consumers eager to adopt a more plant-based diet, Upbeet Brands is perfectly positioned to capitalize on this rapidly growing mainstream movement, and together Forks Over Knives and The Beet will continue to educate, inspire, and inform the tens of millions of people who see a plant-based approach as a better choice for a healthier future and sustainable planet.”

— Andrew Rogers, CEO, Upbeet Brands

Key Players

Andrew Rogers

Chief Executive Officer

Andrew has over 25 years of management experience across leading digital media, commerce, and digital education platforms. Most recently, Andrew served as president for the iconic Hobie Cat watercraft brand.

Prior to Hobie, he held the role of president and COO at, a leading B2B content and lead-gen company. Before that, Andrew was the co-founder and CMO of Craftsy, a popular digital video subscription service that was sold to NBCUniversal. Andrew has held leadership positions at HomeAdvisor, Yahoo!, and Priceline.

Andrew holds a B.A. from Dartmouth College and an MBA from the University of Pennsylvania’s Wharton School of Business. A recent convert to plant-based living, Andrew enjoys cooking Upbeet recipes for his family at their home in sunny San Diego.

Brian Wendel

Founder, Forks Over Knives

Brian Wendel is the founder of Forks Over Knives, a lifestyle brand that empowers people to live healthier lives by changing the way the world understands nutrition.

Brian created and executive produced the 2011 documentary film Forks Over Knives, which has been viewed by millions of people around the world and has become one of the most influential documentaries of our time.

Under Brian’s leadership, Forks Over Knives evolved into a multimedia brand that offers an array of tools to make plant-based living easy and enjoyable, including the popular subscription-based Forks Meal Planner, Forks Over Knives magazine, Forks Over Knives Online Cooking Course, and the Forks Over Knives iOS and Android recipe apps. The brand also has five best-selling books and a website that is one of the most popular health and wellness destinations on the web.

Lucy Danziger

VP, Chief Content Officer

Lucy Danziger is the Editorial Director of The Beet and an award-winning magazine editor. Previously, Lucy served as the editor-in-chief of SELF for 13 years, growing the brand to over 7 million unique visitors online and 12 million total monthly readers to the multi-platform content.

Danziger is a content strategist and leader who is past president of the American Society of Magazine Editors. She runs creative teams of talented people to produce extraordinary work and connect with large consumer audiences. 

The Beet launched in January 2020 and quickly grew to nearly 2 million readers a month, by delivering quality content for anyone who wants to eat a more plant-based diet for the sake of their health and the planet. Danziger lives in New York City with her husband, James Danziger. They have two grown children, Julian and Josie. Danziger is a competitive triathlete who has completed three Ironman races and 15 Half Ironman races along with dozens of shorter races. She is plant-based, skilled at ordering take-out, and is learning the joys of plant-based cooking.

Kate Stahnke

Head of Product

Stay tuned for more great things we’re cooking up at Upbeet Brands