Name. Plan. Point.
It all begins with an idea.
ETG didn’t come from a branding agency. It came from my family. My great-grandmother was Minnie Choveaux. Somewhere in the French roots you’ll find chev-/chevreau which loosely links back to Goat. Etymology aside, the name stuck because it’s bold, a bit odd, and memorable.
The idea started with a friend. After a rough life shake-up he’d lost the rhythm around food: what to buy, what to cook, how to keep it simple. I wrote him a week that actually works—five breakfasts, five dinners, one shopping list. No waste. It helped. Then I realised he wasn’t the only one.
Eat The Goat is about getting eating sorted.
Simple plans, real food, momentum. If it makes Minnie smile, even better.
The Goat is the shortcut and I finally wrote it down.
Welcome to ETG.
Let’s feed the Herd
Why no choices?
Skip the decisions
You've got enough decisions to make.
Dinner shouldn't be one of them. You want options? Go swipe through Netflix. Not your Fridge!
That’s why Eat The Goat gives you one plan. That’s it.
Five breakfasts. Five dinners. Done.
No “build your own adventure.”
No five tabs open mulling over what you could potentially eat.
No decision fatigue. We’ve already thought it through — what works together, what uses up what, what fits into a normal human’s week.
You’re here to eat well, save brain space, and get on with your life. And yes, we know this won’t suit everyone. Some people want 12 meal options, macros by the decimal (by the way we give you this), and three ways to substitute every ingredient (you know if you're lactose intolerant or gluten intolerant).
No fluff. One Plan. Grocery list, tight. Weeknight dinner, handled.
Eat The Goat - Let's Feed The Herd
Soaking Oats doesn’t make you a …..
but skipping breakfast does….
Soaking oats overnight doesn’t mean you’ve gone full foodie influencer.
You’re just hungry, busy, and don’t want to skip brekkie again.
What it is:
Oats + milk (or water if that’s all you’ve got)
Add a dollop of yoghurt, a teaspoon of peanut butter, maybe some grated apple
Mix it, chuck it in the fridge, forget it….
Next morning? Grab it. Eat it. Done. Tastes good. Keeps you full. Zero effort.
What it’s not:
Some lifestyle statement. Joining a gut health cult. Posting bowls of beige mush on Instagram. It’s just food, sorted the night before.
Want it to taste half decent without needing to Google "superfoods"?
That’s the point of ETG. We sort it, you eat it.
Eat. Feel. Stay
Eat Better. Feel Better. Stay Better.
Feel like crap? Eat like crap. Simple.
Fixing it? That’s where most blokes stall.
Too many diets. Too many rules. Too many choices. That’s where ETG steps in.
You’ve got a plan. Meals mapped. Fridge stocked. Dinner stress? Gone.
The food’s real. It fills you up, keeps you steady, and stops the snack attacks at 3pm. No calorie-counting. Just proper meals that work. And because the shopping list matches the meals, you stop chucking out limp veg every Sunday. Less waste, more cash.
Without even trying, better habits start to stick. You eat breakfast again.
No magic. No guru nonsense. Just small wins stacking up each week. And that’s what actually makes you feel better.
That’s ETG.