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Beyonce And Jay-Z 'On The Run II' Tour - Los Angeles

Source: Larry Busacca/PW18 / Getty

When Beyoncé and Jay Z first invited their fans to try veganism, the general consensus about the suggestion was, “Love y’all…but no thanks.” But it seems to be a message they’re deeply committed to.

Beyoncé encouraged her fans to take the vegan challenge with her in the month or so before her iconic Coachella performance. For his 44th birthday, Jay Z spoke about incorporating more plants into his diet. And the couple wrote the introduction for Marco Borges’ new book The Greenprint: Plant-Based Diet, Best Body, Better World.

In it, they expressed that once they recognized that was “the truth instead of a diet, it became a mission for us to share that truth and lifestyle with as many people as possible.”

And this time, they’ve sweetened the pot by issuing a challenge. The Greenprint Project is a new contest that allows fans a chance to win tickets to every Jay Z and or Beyoncé concert for the next 30 years. 

The contest encourages participants to implement an at least partial vegan meal plan into their lives. There are options like “meatless Mondays” or a promise to eat “two plant-based meals a day” to qualify for the competition.

Beyoncé shared the announcement about the contest on her Instagram page yesterday evening.

At first, when I read cursorily about the challenge, I thought it was a total commitment. And not only did I think it was excessive and a bit unrealistic, I thought attending concerts most of us were willing to pay for anyway, wasn’t a sustainable incentive. But having a plant-based breakfast or going without meat one day a week is doable. And the reward is pretty sweet, a healthier lifestyle and some bomb ass concerts if you appreciate the couple’s musical contributions.

What do you think about the challenge? Would you participate?

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