Right image via Competitive Foods Australia / left image via Deliveroo //

Sick initiative…

In a mad move that will definitely be put to use all week, plant-based “meat” company V2food and takeaway juggernaut Deliveroo are teaming up to participate in World Meat Free Week from June 15 to 21. World Meat Free Week is a movement which challenges people to eat a plant-based diet for a whole week, in an effort to show that it is indeed possible to live without meat.

It might seem a bit intimidating, cooking non-meat dishes for an entire week and all, but v2food and Deliveroo are trying to make it as easy as possible. For the whole week, countless meat dishes are going plant-based with v2food, with Deliveroo increasing the number of plant-based dishes available by 120 per cent. According to v2food, more than 70 Sydney restaurants will be offering plant-based versions of meat meals as well, which Deliveroo will be delivering to customers all week.

“Increasing animal meat production to feed a planet growing towards a population of 10 billion people isn’t sustainable. Thankfully, more and more people are looking for ways to reduce their meat consumption,” v2food founder and CEO Nick Hazell said.

“People want to do this, but it has got to be easy, taste really good and be affordable. Unless it’s affordable with great-tasting options, a lot of people who dabble won’t stay in the category, and we’re here to fix that.”

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During the week, participating restaurants will also add meat-free versions of their most popular meat dishes to their menus via v2mince and v2burgers. Selected restaurants are also giving away a free pack of v2mince and v2burgers so customers can cook plant-based dishes at home. No doubt plenty of people will be getting on board throughout the week…