Story & Lesson Highlights with Brett Christoffel of North Texas

We recently had the chance to connect with Brett Christoffel and have shared our conversation below.

Hi Brett, thank you so much for joining us today. We’re thrilled to learn more about your journey, values and what you are currently working on. Let’s start with an ice breaker: What are you most proud of building — that nobody sees?
The thing I’m proudest of that nobody sees is the personal transformation behind the brand. All Y’alls Foods grew out of my own shift from someone who once loved eating animals to someone who now works to protect them. That inner work, learning to align my actions with my values, shaped the company’s DNA. People see the jerky, the mascot, the Texas flair. What they don’t see is the daily commitment to live compassionately and lead by example.

Can you briefly introduce yourself and share what makes you or your brand unique?
I’m Brett Christoffel, and my journey from Texas meat-lover to plant-based entrepreneur is what gave life to All Y’alls Foods. Our mission is simple: to delight and nourish humans, be kind to animals, and take care of the planet. We do that through our “It’s Jerky Y’all” and “Big Crunchy” lines, protein-packed, flavorful, plant-based snacks that let folks snack it, top it, and cook it any way they like.

Every bag shares a bigger story – one of transformation, compassion, and the belief that real Texas flavor doesn’t have to come from meat. We’re not just making snacks; we’re building a movement that celebrates taste, kindness, and sustainability, one bite at a time.

Thanks for sharing that. Would love to go back in time and hear about how your past might have impacted who you are today. What’s a moment that really shaped how you see the world?
The moment that truly shaped how I see the world was the day I realized I could love cows like I love dogs. That simple but profound shift cracked something open in me. It made me question the stories we’re told about food, tradition, and what’s “normal.” From that point on, I started seeing animals as individuals, not ingredients, and that changed everything about how I eat, how I live, and how I build my business. It’s what inspired me to create All Y’alls Foods and to prove that kindness and flavor can live on the same plate.

If you could say one kind thing to your younger self, what would it be?
One day you’ll realize that your strength isn’t in fitting in — it’s in caring deeply. Keep that heart open, even when the world tells you it’s a weakness. It’s actually your superpower. You’ll build something that lets people eat well, do good, and live kindly — and it’ll all start when you decide to lead with love instead of fear. Also, be kinder to yourself and others — compassion will take you further than ambition ever could.

So a lot of these questions go deep, but if you are open to it, we’ve got a few more questions that we’d love to get your take on. What truths are so foundational in your life that you rarely articulate them?
One truth that guides me, though I rarely say it out loud, is that everything is connected: people, animals, and the planet. The way we treat one affects all the others. I’ve learned that compassion isn’t just a nice idea; it’s a way of living that creates balance, health, and peace. That belief drives every decision I make, personally and in business, even when I’m not talking about it directly.

Thank you so much for all of your openness so far. Maybe we can close with a future oriented question. Are you doing what you were born to do—or what you were told to do?
I’m absolutely doing what I was born to do, but it took me a long time to realize it. The universe continues to open paths for me to go on slinging plant-based proteins. For years, I did what I thought I was supposed to do: work hard, chase success, check the boxes. But deep down, I knew something was missing. When I aligned my work with compassion, creating food that’s kind to people, animals, and the planet – everything clicked. Now I wake up every day knowing I’m doing what I was put here to do.

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