Celebrity chef Jamie Oliver is ditching meat as part of his new 5-Day Veggie Challenge.
The challenge - which starts on May 14 - is timed to coincide with National Vegetarian Week (May 14-20).
Oliver encourages participants to swap out meat for fresh veggies, providing new recipes, a shopping list and extra tips and info for those who pay £2 to take part.
Oliver said his challenge is about 'connecting people in kitchens across the country on a veggie journey'. He wants people to share the tips they learn while cooking and eating without meat.
He added: "With this challenge, I want to inspire everyone – veggies and meat-lovers alike – to embrace the wonderful world of veg, every day. Knowing how to make veg and fruit the stars of the show is such an exciting way to cook.
"Plus, eating more veg is always going to put you in a good place. It’s good for your wallet, good for the planet and it can be really good for your health. So guys, sign up and unlock a delicious week of veggie cooking – I'll be by your side every step of the way."
This new initiative follows the Veg Power project that Jamie Oliver is involved with along with fellow celebrity chef Hugh Fearnley-Whittingstall.
The campaign founders are working with supermarkets and the Government in a bid to increase vegetable consumption across the UK.
A series of fundraising initiatives have been launched by Veg Power in a bid to raise money to invest in marketing vegetables, and making them more attractive.
Maria is the head of written content for Plant Based News. Also a former magazine editor, newspaper reporter, and features writer. Her writing has been published by The Guardian, The Huffington Post, and various regional newspapers, as well as Vegan Life magazine and Vegan Trade Journal. She has interviewed a huge range of people, from Prime Ministers to authors, activists, pop stars and actors, and enjoys the varied range of topics writing for PBN allows her to tackle. You can follow her on Twitter @MariaChiorando and Instagram @mariachiorando.
Disclaimer: The opinions expressed in this article are prepared in the author's capacity and do not necessarily reflect the views and opinions of Plant Based News itself.
Since you're here...
Plant Based News is a FREE service that receives millions of views each week on Youtube, Facebook, Instagram, Twitter, our weekly newsletter and this website. This takes a lot of our personal time, money and hard work. But we do it because we KNOW it makes a difference. If those following our reporting helped by contributing, we could do even more. Please consider supporting us so we can create further awareness about animal rights, environmentalism, ethical consumerism and the plant-based lifestyle. Not a false narrative - but information that empowers people to make better choices.