Chef Gordon Ramsay revealed this week that he's trying a vegan diet. If there was any indication that Hell ('s Kitchen) has frozen over -- this would be it.
The "MasterChef" star tweeted on April 16, "Going to give this #vegan thing a try ... Yes guys you heard that right. Gx."
His latest tweet is a far cry from his previous tweets, which have criticized those who adhere to a plant-based diet.
Even just three months ago, Ramsay was poking fun at not just vegans, but also PETA, the animal advocacy group. "I’m a member of PETA ! People eating tasty animals……" he tweeted in response to a Twitter user’s photo of their vegan lasagna.
So what gives? It's not completely clear why the three-Michelin-star chef is going plant-based, however his vegan announcement was accompanied by a pic of what appears to be a vegan pizza at his latest restaurant, Gordon Ramsay Street Pizza, which opened this week.
From the Organic Authority Files
According to the Independent, one of the dishes on the menu at is "a charred aubergine pizza, which comes with toasted pine nuts, wild garlic pesto and tomato, possibly making it vegan-friendly if the pesto is also cheese-less."
With global plant-based cheese and meat sectors on the rise (the meat substitutes market is expected to reach $4.63 billion this year and to rise to $6.43 billion by 2023) and plant-based foods topping $3.1 billion in sales in 2017, and expected to grow, it could be assumed that, simply, Ramsay knows what's good business (after all, according to Forbes, he is worth $60 million).
Although it would be nice to think that Ramsay is putting down the meat for a change of heart and ethics, it looks like, being the shrewd businessman he is, if he can't beat the vegans, then he might as well join 'em.
Or, at least, serve up a plant-based pizza.
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