Sublime is the vision of owner Nanci Alexander. In 1989, Nanci founded the Animal Rights Foundation of Florida (ARFF) and has been volunteering as president since. She has been recognized by national and local organizations for her work on behalf of animals. The creation of Sublime is an extension of her efforts to reduce animal cruelty. Animal agriculture today represents the world's greatest source of animal cruelty, and the most significant step any individual can take to reduce this abuse is to move to a plant-based diet. The goal of Sublime is to show that plant-based food can indeed be sublime. Additionally, 100% of Sublime's profits will go to organizations that promote animal welfare and a vegan lifestyle.