You may have to have been familiar with him prior (i.e. tried Vega
products) in order to understand where he's coming from but he
tries his best to explain his theories on vegan eating to
newcomers.
And that's part of the big problem that I had with this book:
Brendan stating "fact" without footnote. There is a reference
section but it's a bit inadequate considering all the science he
drops. The index could also use a bit of work because there's yet
to be a time where I look something up in the back and find it
listed.
Otherwise, try Thrive. It's an introduction to stricter/purer
veganism (e.g. less processed foods) as well as the raw food
lifestyle.