Veganism set to be the biggest business trend of the decade
Music producer and Grammy-Award winning artist Jermaine Dupri, who has been living a meat-free life for the last 14 years, is convinced that Veganism is the next big trend in business.
BENJAMIN LAKER: Legendary music producer, songwriter, and Grammy-Award winning artist Jermaine Dupri is no stranger to being ahead of the trend: he has a knack for spotting emerging talent, helping develop some of the most prominent artists on the planet… It isn’t just musical trends Dupri keeps an eye out for… His latest project is again not on the music scene, as he embarks on a journey to turn the world vegan. This decision may have been more personal for Dupri, as he’s been living a meat-free life for the last 14 years, but he’s convinced that it’s the world’s next big trend. “Veganism is the next big trend in business, period. This is the first new business I’ve seen since I’ve been alive”…
Although Dupri insists on being able to spot a trend naturally, by most people’s standards, being a vegan 14 years ago wasn’t trendy. Dupri, still doesn’t cook at home but argues that a lot has changed in the restaurant world. “There are far more vegan restaurants now than when I first started being vegan, especially in Southern States, which is funny because the south is known for its soul food. But Atlanta now has more black-owned vegan restaurants than any other city”. Although he still can’t go without his mom’s spaghetti, now made with plant-based alternatives…
He believes Veganism… “is here to stay”, predicting a boom in vegan restaurant ventures. For other companies wanting to keep up with this trend, Dupri predicts it will be easier than it sounds. “This is a new business, and the space is very open. People always think vegans are the second or third choice of people, but it’s time to be at the forefront. Whoever is fast and smart and understands the space is going to be big”…
So far, Dupri has converted many of his friends to living a plant-based diet, including Jay-Z and Beyonce. But the 47-year-old hopes to grow the vegan lifestyle, taking on a new role as Creative Director of The Beet. His new role sees him champion healthy eating and living, and consider the cultural shift that’s affecting the way people eat: since the Covid-19 pandemic began, sales of plant-based foods have risen as meat sales are down for the first time in six years…
Dupri feels having a background in the music business, has helped him flourish as a vegan because they both require a creative and soulful mindset. “I’m in the studio sitting down most days, it’s not an active lifestyle; you just eat and work. I had to change to a vegan lifestyle, and I think everyone should do that at some point. That’s why I did The Beet. I want to turn it into the number one resource for a plant-based diet so I can make sure people understand that this if for them”….
Talking of the future, Dupri is convinced the world will be vegan, with a growing demand for an ethical and sustainable lifestyle. “The global impact of Covid-19 has made the vegan lifestyle much more desirable as people pay much more attention to their health and strengthen their immune system. People have woken up to the benefits and are paying attention”. Joining Veganism will be a few other lifestyle changes the music icon anticipates, but veganism “has no choice but to go up. With the younger generation talking about it more, it definitely won’t go out of town. SOURCE…
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