John Robbins, a bestselling author and activist who relinquished the Baskin-Robbins fortune to become a leading voice for food consciousness and sustainability, died June 11 at his home in Soquel. He was 77.
Robbins is best known for his 1987 book “Diet for a New America,” which revealed connections among diet, animal welfare, human health and the environment. Published in 1987, it sold more than a million copies and helped ignite the modern plant-based movement. But to those in Santa Cruz County, Robbins was also a neighbor who lived quietly in Soquel as an embodiment of the principles he wrote about.
The Robbins family issued a statement asking for privacy and understanding:
John Robbins
“We, the family of John Robbins, ask for privacy as we grieve our beloved husband, father, brother and grandfather. John overcame many hardships with tenacity and resilience, always learning, growing and sharing his love with the people close to him. Never did he waver from that, maintaining an attitude of gratitude, humility and curiosity until the very end of his life. His wisdom, playfulness and loving heart blessed us in immeasurable ways that will be with us for the rest of our lives. We feel blessed by his continuing presence with us, guiding us, comforting us, and we believe that one day he will greet us at our own journey’s end.”
Robbins’s advocacy earned him many major awards, including the Rachel Carson Award for environmental leadership; the Albert Schweitzer Humanitarian Award for promoting social justice and compassionate living; Peace Abbey’s “Courage of Conscience” Award, honoring moral courage in challenging mainstream norms; and Green America’s Lifetime Achievement Award for sustained commitment to ethical, sustainable food systems.
Born in 1947, Robbins was the only son of Irv Robbins, co-founder of Baskin-Robbins. Though he was expected to take over the family business, he chose a different path and walked away from the wealth of the ice cream empire. After a decade of living simply on an island in British Columbia with his wife, Deo, and their son, Ocean, he began writing “Diet for a New America,” which was nominated for a Pulitzer Prize for nonfiction. He then moved to Soquel.
Robbins’s ideas didn’t just align with Santa Cruz County values — they helped shape them. His nonprofit EarthSave
International, launched in the late 1980s, had one of its first chapters in Santa Cruz. From community potlucks to school programs promoting plant-based lunches, Robbins brought food activism into everyday life. He spoke often at local events and supported regional efforts to advance organic farming and humane animal treatment.
“Santa Cruz County gave him a community that matched his heart,” said Ocean Robbins. “He found here what he wanted for the world — connection, sustainability and integrity.”
Robbins’s modest home — surrounded by fruit trees and gardens — was solar-powered. With Ocean, he co-founded the Food Revolution Network, a global online hub advocating healthy, sustainable eating. In the 2000s, he continued writing influential works, including “The Food Revolution,” “Healthy at 100,” “No Happy Cows” and “The New Good Life.” His work earned numerous humanitarian and environmental awards and influenced readers worldwide.
He continued to live in Soquel, writing, teaching and supporting the Food Revolution Network until shortly before his death. According to his family, he died peacefully of complications related to post-polio syndrome, a condition he had managed for many years. In his final days, he remained engaged with friends, readers and the broader community that had grown from his life’s work.
“John Robbins was not only my father but also my greatest mentor, dearest friend and a boundless source of inspiration,” said Ocean Robbins. “His wisdom, courage and profound love for his family and for this world touched countless lives. Even as I grieve, I feel immense gratitude for every moment spent walking the path of life with him, for his unwavering dedication to showing us the transformative power of food and for the legacy of justice and compassion he leaves behind. Now, it is up to all of us to carry that light forward.”
Robbins is survived by his wife, Deo; his son, Ocean; family member Teresa; grandchildren River and Bodhi; his daughter-in-love, Phoenix; and his sisters, Erin and Marsha. Memorial information, if applicable, will be shared at a later date.
In lieu of flowers or other gifts, the family requests donations be made to the Food Revolution Alliance at foodrevolutionalliance.org, a newly established nonprofit dedicated to continuing Robbins’s mission of changing the way the world eats.