The State Fair of Texas has begun, with an estimated 2 million visitors anticipated to enjoy a wide range of new culinary offerings. This year’s fair features a historic first: a fully vegan food booth run by identical twin brothers, Jovan and Josh Cole.
Their venture, Vegan Vibrationz, marks the first time in the fair’s 139-year history that an exclusively plant-based vendor has been featured.
Located on Nimitz Avenue at Fair Park, Vegan Vibrationz serves up bold, 100% plant-based dishes, from sandwiches to nachos, including their popular Crunch Wrap Supreme OG.
The brothers, who started their business as a pop-up at the Dallas Farmers Market in 2018, later expanded to a food truck and opened a brick-and-mortar location at Legacy Food Hall in Plano, Texas. Now, they’re bringing their passion for vegan cuisine to the fair, aiming to win over fairgoers with fresh flavors and a mission to change perceptions about plant-based food.
“I just love to share that with other people and just help change lives, one plate at a time,” Jovan Cole said, per CBS News Texas. “We know what we want to do in a way where we’re not forcing people or anything, just on a cool, chill way. Like, ‘Hey, man. Try this,’ and then they eat it and are like, ‘Wow, this is vegan? It doesn’t taste vegan.’”
The Cole brothers, one of two sets of twins in their family, share a close bond and a competitive spirit.
“We’re twins. Funny thing is, my mom had two sets of twins,” Jovan said.
Josh, older by one minute, jokingly claimed, “I’m the strongest, too,” while Jovan countered, “I’m the smart twin, right?”
Both agree on one thing: “We’re both the boss,” Josh said, though Jovan quickly added, “I’m the boss.”
Their booth, one of 265 food vendors at the fair, stands out not only for its vegan menu but also for its welcoming vibe.
“It’s awesome. It’s like linking up with your best friend and just having fun,” Jovan said, CBS reported. “It’s both of our passions. We like to cook, we like to feed the community, and just do stuff like that. It’s just a dope thing to do it with your brother and your best friend.”
Karissa Condoianis, a spokesperson for the State Fair of Texas, praised the brothers’ contribution to the fair’s diverse food scene.
“Something we are known for internationally is our concessionaires continue raising the bar year after year to ensure that they can provide our fairgoers with a wide array of foods,” she said, per CBS. “So now we have this great booth that’s all vegan food for people to come out and enjoy.”
The twins take pride in their role as minority-owned business owners, with Jovan noting, “I feel like the small mom-and-pops and the small local businesses, especially minority-owned businesses, is the backbone to keeping this thing going.”
Their goal is to serve dishes infused with love and a touch of sibling rivalry, with the hope of leaving fairgoers smiling with every bite.
The State Fair of Texas runs through October 19, offering visitors a chance to experience this historic vegan booth among the 40 new food items featured this year.
The State Fair of Texas runs from Friday, September 26, 2025, to Sunday, October 19, 2025.