In recent years, the American musician, producer and entrepreneur Jay-Z has been investing in several sustainable and vegan companies. His firm, Marcy Venture Partners (MVP), backs Impossible Foods, Partake, Oatly, and now cult plant-based brand Simulate, formerly known as Nuggs. Simulate is now very popular in the United States. It focuses on producing alternatives to chicken products. Ben Pasternak, a young entrepreneur and founder of the brand Simulate, said that the use of animal products is no longer sustainable not only for the planet, but also in the food system.
Investing in plant-based companies isn’t the only way Jay-Z promotes a meat-free diet. In 2019, he and Beyoncé introduced a plant-based “movement” called The Greenprint, which he and physiologist Marc Borges are behind. The goal of the project is to promote a plant-based diet and show how simple it can be to create a purely plant-based menu. Jay-Z, Beyoncé and Marco Borges also put together the 22 Days Nutrition “plan”. Jay-Z said at the time of its launch that the benefits of even one plant-based meal a day can have a major impact on our health and the environment, and he and Beyoncé are calling on their fans to make the shift to a plant-based diet.