A group of beefy Brits have been spotted gallivanting around central London, handing out meat-free burgers to unsuspecting Londoners at lunch time.
Organised by Meatless Farm, the beetroot beefcakes are hijacking the pro-meat campaign #meatymarch, aiming to cheekily show how plant-based burgers can be just as juicy, ‘meaty’ and flavoursome as traditional burgers.
The undercover van has been surprising Londoners by revealing their burgers, and the beefcakes, are in fact powered by plant-based goodness.
Morten Toft Bech, Founder of Meatless Farm said: “We’re hijacking #meatymarch because we believe in making eating more plant-based food joyful, accessible and tasty. We’re hoping our brood of beefcakes can encourage the public to make small changes to their weekly eating habits – it’s not necessarily about being vegan or vegetarian, we make it easy for people to swap, even if it’s once or twice a week. We aren’t against meat or farming we just recognise that there needs to be a better balance.‘’
The hijacking lands as research from Meatless Farm has revealed 54% of British consumers are increasing the amount of plant-based food they’re eating this year.
Alistair, one of the Meatless ‘beefcakes’ said: “I’ve been swapping out meat for plant-based options a couple times a week for a while now. I think there’s often a stigma attached with reducing your meat intake, hopefully we can show people that you can be just as happy and healthy whilst reducing it. It’s all about the mini-change, and a burger is a good way to start!‘’