Farm Rebels is a vegan restaurant and garden that encourages plant-based eating. Their backyard garden brings together the community and provides fresh produce for the kitchen. The restaurant itself serves vegan-friendly meals, and has published an at-home cookbook to expand their mission into consumer households. In addition to recipes, the cookbook also provides information about plant-based nutrition and the controversial ethics of the food industry.

The brand is framed as a plot by farm animals to convince humans to stop eating animal products. The cookbook is written and narrated throughout by three spokes-animals, Bessie the cow, Porky the pig, and Benedict the chicken.