Johnny Cross: The Vegan Butcher Defying Meat Myths in His 34-Year Journey

From Scotland to Spain: The Journey of Johnny Cross

Johnny Cross, a 34-year-old from Clovenfords, Scotland, transformed his career trajectory after an Erasmus year in Seville. Initially pursuing a path in sports journalism, his life took a turn when he met Marta, his partner, prompting him to stay in Spain. With a growing family that now includes two children, he pivoted from teaching English — a common role for many British expatriates — to explore his passion for cooking.

An Unexpected Culinary Journey

After relocating to Madrid, Johnny embraced fatherhood as a “full-time dad” when his first child began daycare. Faced with the decision to return to teaching or explore a new direction, he tapped into his long-standing interest in cooking and veganism. This led to the creation of 100% plant-based recipe videos on social media, where he has amassed over 420,000 followers as “The Vegan Guiri” or “the vegan butcher.” His cookbook, El carnicero vegano, published in 2025, features 100 innovative vegan recipes.

Recreating Meat-Flavors with Plant Ingredients

Cross's recipes cleverly recreate meat flavors using no animal products. Dishes range from vegan chorizo and chicken to bacon and beef cheek in Pedro Ximénez sauce. Unique ingredients such as watermelon, glutinous rice, and corn starch contribute to these transformations. “It's a personal challenge to show that it's possible to recreate meat-like textures,” he states, emphasizing that his goal is to demonstrate creativity in vegan cooking.

A Lifelong Commitment to Veganism

Having been raised vegetarian by his parents, Cross has been vegan for 11 years. He cites his health and well-being as proof of a sustainable vegan lifestyle. Growing up in a small Scottish village, he recalls being known for his dietary choices, much like other unique personal traits among his friends. As an adult, he has occasionally encountered skepticism regarding his lifestyle choices, particularly among fellow soccer fans.

Cooking as a Response to Changing Vegan Options

Cross's culinary passion intensified with his transition to veganism. He noted a significant rollercoaster of options for vegan dining out, with a surge around 2019 followed by a decline. “In Seville, some fully vegan establishments are closing due to rising living costs, making it tough for small businesses,” he explains. Consequently, he focuses on crafting diverse, flavorful meals at home.

Balancing Tradition and Innovation in Vegan Cuisine

While Cross enjoys creating meat-like dishes, he believes traditional Spanish recipes can also be easily adapted to vegan diets. “Spain has a culinary heritage that utilizes legumes and vegetables, already providing cost-effective vegan options,” he remarks. He aims to replicate meat-centric dishes not only as alternatives but as a form of cultural appreciation.

Engaging with Viewers and Advocating for Reduction

His recipe videos serve as a platform not just for food, but also for dialogues about veganism and dietary choices. Cross advocates reducing meat consumption rather than eliminating it altogether. His approach focuses on encouraging moderation, such as substituting meat-based dishes with plant-based versions without imposing guilt.

Navigating Social Media's Mixed Reactions

Cross acknowledges that his creations sometimes provoke strong reactions, with some followers displeased by realistic meat replicas. However, he addresses criticism with understanding, hoping to bridge gaps in perception through respectful dialogue. Despite his strong vegan identity, he emphasizes that it is only one aspect of who he is.