Today we’d like to introduce you to MJ Guertin.
Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
I grew up in Montreal, and for as long as I can remember, music was all I ever wanted. I started working in restaurants and bars—musicians’ best side gigs—while playing drums in various bands. Eventually, I joined a post-punk band called ManyMental Mistakes, which became a long-term project.
At 25, I jumped into a restaurant project that was still in its early stages. I didn’t have formal training, but I learned how to cook on the job—starting with sushi. It felt like art to me, almost like creating on an edible canvas. My business partner and I ended up running the kitchen after spending a lot of time observing and learning from our chefs.
A few years later, everything changed during a motorcycle ride. I drove past a truck carrying pigs to a slaughterhouse. I locked eyes with one of them—and in that moment, something clicked. My heart shattered. Until then, I had never questioned my diet or the ethics behind it. I was even a bit dismissive of my vegetarian friends. But that day, I experienced a kind of emotional lightning strike. I realized that deep, lasting change comes from the heart first—and then the mind catches up.
That moment became a turning point. I began exploring plant-based living and ethical food choices, which led me to think more deeply about human potential, self-betterment, and the interconnectedness of everything.
At the restaurant, we eventually launched a plant-based menu, though we kept the traditional one too. It was a transition—I was still making non-vegan sushi for customers, and that created a kind of inner conflict. But change is a process. This was back in 2008 when vegan options in Montreal were still underground and limited.
I kept busy at the restaurant while still playing music, until I eventually left the band and moved to LA—though I later returned to Montreal. I bought out my business partner’s shares, rebuilt the business, and once again made plans to move back to LA, this time with a dream: to open a vegan restaurant there.
In a twist of fate, I ended up opening Mimi & Jones, a nostalgic vegan diner, in Montreal on August 8, 2019. We renovated from scratch—every item, every detail was inspired by childhood memories to create a retro vibe. It was an instant hit and quickly became a Mile End favorite. It became the vegan fast food trailblazer in Montreal. That summer was unforgettable, with a wave of exciting new vegan spots opening across the city. At Mimi & Jones, I worked the grill in the open kitchen, cracking jokes with customers across the long white counter. It was vibrant, multi-generational, and full of life.
A few months later, I had another epiphany and fully veganized my first restaurant, rebranding it as Sata Sushi 2.0—plant-based sushi only. Later, I pivoted again and transformed it into Jones Café, a sandwich and wine bar.
I also had the chance to appear as a guest chef on several TV shows in Montreal, which I really enjoyed. But my deeper calling was still there, reminding me that LA felt more like home and where I needed to be.
As much as I loved Montreal, my heart wasn’t fully aligned anymore. In September 2023, I made the tough decision to sell both restaurants. They had taken up so much space in my life, and I felt it was time to shift gears and serve my purpose more fully: be entirely dedicated to raising awareness towards vulnerable beings and promoting the benefits of living on a plant based diet. I relocated to LA a few months later.
We all face challenges, but looking back would you describe it as a relatively smooth road?
I love life, with all its lessons. The road hasn’t been straight—more like learning how to parallel park for the first few times. Like the seasons, we change. We evolve—or not. We get bruised, we heal, we grow. Sometimes we repeat patterns until we don’t.
I’m a positive, driven person, and I’ve learned that true alignment—heart and mind—is essential for real growth and happiness. I practice kindness, awareness, and regular introspection. Turning down the external noise and tuning inward is key.
Staying curious and exploring the blind spots in our subconscious is powerful. Empathy, I believe, is like a muscle—the more you listen with an open heart, the stronger it becomes. I do dream of a more peaceful, kind, and connected world. I believe it’s possible.
Mindfulness, meditation, and deep breathing have been essential tools for me to stay grounded and guided through the bumps and the beauty of it all. I’m deeply grateful for every chapter—highs, lows, and everything in between.
The human experience really is fascinating.
(Back burner talk: Let’s reconnect in January!)
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
I’m currently working on a cookbook with a French-Canadian publisher, set to release in Spring 2026. It’s not your typical cookbook— I’m really excited to share it soon.
And in January 2026, I’ll be launching a brand new offering—something I’ve been developing quietly for a while now. I can’t share too much yet, but stay tuned. It’s something I believe will resonate deeply with people.
Contact Info:
- Website: https://www.clubvegangels.com
- Instagram: https://www.instagram.com/mjcircle/
Image Credits
Dominic Gouin, Annie Rossano, Benjamin Ségard. Amandine Serylo,
