The local government of New York City has launched a new campaign titled “Eat A Whole Lot More Plants” to encourage citizens to get closer to a plant-based diet. It will consist of ads on tv, radio, underground train stations, NYCLink, outdoor media, and digital channels. The ads will explain the benefits of whole plant foods such as fruits, whole grains, vegetables, and beans in preventing health problems such as Type 2 diabetes, heart disease, and hypertension.

Robin Vitale, Vice President of Community Impact at the American Heart Association, New York City, falling short of promoting a vegan diet, said“Research published in the Journal of the American Heart Association suggests that eating more plant-based foods may be linked to better heart health at any age…While more research is needed to understand the long-term impact of a strict diet of this nature on heart health, the cardiovascular benefits of plant-based foods are undeniable. We applaud the city for advancing these efforts.”

The “Eat A Whole Lot More Plants” campaign has been devised by the New York City Health Department and spearheaded by the city’s mayor, Eric Adams who has been implementing several measures to promote plant-based food in schools, hospitals, and other institutions. Research has suggested that the majority of New Yorkers are very supportive of these initiatives.

Mayor Adams said,  “With the ‘Eat A Whole Lot More Plants’ campaign, we are continuing the important work of transforming New Yorkers’ menus, improving their health, and building a more sustainable world…“A plant-based lifestyle transformed my life, and helped put my type 2 diabetes into remission. By embracing the power of plants, and ensuring every neighbourhood across our city has both the knowledge and the access to healthy foods, we can cultivate a healthier future, one plant-based meal at a time.”

“Originally from Catalonia, but resident in the UK for several decades, Jordi is a vegan zoologist and author, who has been involved in different aspects of animal protection for many years. In addition to scientific research, he has worked mostly as an undercover investigator, animal welfare consultant, and animal protection campaigner. He has been an ethical vegan since 2002, and in 2020 he secured the legal protection of all ethical vegans in Great Britain from discrimination in a landmark employment tribunal case that was discussed all over the world. He is also the author of the book, ‘Ethical Vegan: a personal and political journey to change the world’.