The Beet, a new plant-based media platform incubated by 25madison, has announced a partnership with Songwriter Hall of Fame Member, Grammy-Award-winning music producer, rapper and long-time vegan advocate Jermaine Dupri. The partnership between The Beet and Dupri further brings the plant-based lifestyle to the mainstream and will focus around creating content that’s accessible and inclusive, newsworthy and supportive of anyone who wants to eat a more plant-based diet for the sake of their health.
The Beet is an incubation created by New York-based startup studio 25madison in collaboration with plant-based venture firm Gather Ventures, and is led on the editorial side by Lucy Danziger, the former Editor-in-Chief of SELF Magazine. Since its launch in January 2020, The Beet has grown exponentially, providing reliable plant-based information, product reviews and expert advice to a global audience reaching over one million unique visitors a month.
Steven Price, Co-Founder of The Beet and CEO of 25madison states, “With the rise of COVID-19, there has been a spike in interest in immune supporting health practices. People are searching for ways to make their everyday lives healthier, and many realize that adding more plants to their diet is a great place to start. The Beet is here to support that journey for anyone who wants to take it and we’ll meet you wherever you want to start.”
The Beet appeals to anyone who wants to eat more plant-based, who might not identify as strictly vegan but is purchasing more plant-based foods. This is especially true in the months since COVID-19, when plant-based sales have grown 148 percent, according to industry sources.
Jermaine Dupri states, “When I went vegan nearly 15 years ago, there were no Beyond Meats or Impossible Foods, and it was a commitment. The struggle was real and you had to be committed to find vegan food to eat. Now people know that they should eat vegan or plant-based for their health. The reason I chose to do this collaboration with The Beet is to help people who want to eat plant-based, but are not as far along as I am, have access to plenty of information.”
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