You don't have to be a vegetarian to make use of Mark Reinfeld and Jennifer Murray's new cookbook, "The 30-Minute Vegan."

But if it moves you in that direction – even one meal at a time – the Kapa`a-based chefs are good with that.

The converting power of their recipes is by delicious attraction.

"We're definitely helping people make healthier food choices," Reinfeld says.

The husband-and-wife cooking duo's newest book has been out since July and it offers what its title indicates: time-thrifty recipes for animal product-free meals.

Early indications are that it will be as popular as their 2008 "The Complete Idiot's Guide to Eating Raw" and their 2004 signature work, "Vegan Fusion."

It was in the latter book that Reinfeld and co-writer Bo Rinaldi introduced the rest of the world to the gourmet vegan fare that Kaua`i residents scarfed down at the Blossoming Lotus restaurant in Kapa`a for six years. That book won nine awards and has sold more than 40,000 copies, Reinfeld says.

It was in the kitchen of the Blossoming Lotus that Murray, 35, originally from Massachusetts, met and began working with her future husband, 42, originally from New York. The partnership of more than 15 owners of the Kapa`a Blossoming Lotus decided that despite its popularity, they couldn't afford to keep it going and closed the restaurant last December.

Since then, Reinfeld and Murray have been busy putting the finishing touches on "The 30-Minute Vegan," providing personal chef services, and teaching others how to create healthful, tasty food.

News flash: Murray and Reinfeld, along with Murray's sister, Jessyka Murray, will be opening a food booth soon at Kaua`i Community College's Saturday farmers market. It will sell breakfast and lunch items for consuming on the spot, plus their chai mix and live pies.

The name and precise opening date aren't set yet, but Murray advises, "Just ask for Mark and Jennifer."

Another new initiative was forming a non-profit, The Healthy `Ohana Foundation, which offers education regarding healthy diet and lifestyles for schools or whatever group is interested.

Vegan means not consuming any animal products, which is Reinfeld and Murray's personal choice. But they emphasize that their recipes are not just for vegans, but for anyone who wants eat more healthily.

"It's becoming widely accepted that the American diet needs to make a change, needs to improve," Murray says. "A lot of people are looking at ways to provide more fruits and vegetables and we're happy to provide a way to do that."

One of their strong points is offering really yummy eating that helps ease that transition. Who could turn down a lime ice cream made with avocado, or mango gazpacho soup?

Some recipes have a vegetable ingredient occupying a role normally played by animal foods with a surprisingly satisfying result. One example is the Shiitake Sea Veggie Chowder.

Their recipes run from innovative starters to lip-smacking desserts and everything in between.

When Murray and Reinfeld teach cooking classes, on Kaua`i and across the country, they attract students that range from people just beginning to cook for themselves to professional chefs adding more natural foods to their repertoire.

"We try to make it really easy, accessible and fun," Murray says. Using locally grown, fresh produce is a keynote.

Find out more about Murray and Reinfeld's books, cooking classes and more at their website: www.veganfusion.com, or contact them at 822-0820 or info@veganfusion.com.

Reach Diana Leone at dleone@honoluluadvertiser.com.