Margot Freitag is a coach who helps people transition to a plant-based diet successfully and sustainably. Growing up in Northwest Ontario (cue "Helpless" by Neil Young), she suffered from asthma, and made constant trips to the ER throughout her childhood. As a teen, she became a yoyo dieter, trying every variation she stumbled across in an attempt to lose weight: the apple-only diet, the "don't eat for a week" diet, low carb, etc. One plan she tried allowed her to eat cheese but not carrots, because sugar. (Sigh...)