JAY-Z & Beyoncé Are Challenging Fans To Go Vegan

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Yesterday (January) JAY-Z and Beyoncé challenged their fans in a new way. The Carters are offering at least one fan a grand prize of concert tickets for life. There is a catch, Jay and Bey’ want those competing to commit to at least a partial vegan lifestyle. Several pledges suffice for eligibility, including “meatless Mondays” and plant-based breakfasts, among others.

The contest is taking place in conjunction with The Greenprint Project, as posted by the singer’s Instagram page. The campaign relates to Marco Borges’ vegan-inspired cookbook, The Greenprint: Plant-Based Diet, Best Body, Better World. The couple penned the text’s introduction. Borges has been credited as the Carters’ life-coach and trainer. He was introduced to the pair in 2003, after working with Pharrell Williams.

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In 2013, JAY-Z and Beyoncé challenged their fans to a 22-day vegan challenge. That was shortly after the Carters partnered with Borges to launch 22 Days Nutrition, a meal-delivery service that adhered to the plant-based lifestyle.

“The benefits of a plant-based diet need to be known,” Beyoncé wrote to The New York Times in ’13. “We should spend more time loving ourselves, which means taking better care of ourselves with good nutrition and making healthier food choices.”

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The sweepstakes do restrict the winner to one concert per tour.