Beyonce and Jay-Z offer fans an incentive to switch to plant-based diets.
getty beyonce 020119
Credit: Larry Busacca/PW18/Getty Images

Between the new-ish year encouraging lifestyle changes and greater attention paid to the relationship between our diets and climate change, there seems to be a burgeoning movement towards plant-based diets. But all of the advances in food tech that make for better meatless burgers and the possibility of lab-grown chicken nuggets, there’s no potential force that could usher in widespread veganism quite like free Beyonce tickets.

You read that right. This week marks the launch of The Greenprint Project, an effort by Beyonce and Lemonade subject/husband Jay-Z to encourage vegetarianism and veganism as a way to minimize our collective environmental footprint. The site makes its case by offering a wealth of statistics about the positive impact of meatless eating on everything from water usage to carbon emissions. For example, eating a single plant-based meal apparently saves the “the equivalent amount of water needed to fill 27 pitchers of water for a family in India.”

Watch: How to Make the Best "Beefy" Vegan Burgers

But if saving the planet isn’t enough to entice you to switch up your diet, maybe the chance to win a lifetime’s worth of tickets to Beyonce and Jay-Z shows is. If you sign up on the site and pledge to eat more plant-based meals, you’ll have a chance to win tickets to one Beyonce/Jay-Z concert per tour for up to 30 years, which suggests that a vegan diet is enough to keep Shawn Carter rapping until he’s almost 80.

What’s the inspiration for the Greenprint? It has something to do with 22 Days Nutrition, a company founded by Beyonce and Jay-Z’s personal trainer Marco Borges, which sells plant-based protein powders, bars, and meal plans. Borges pushed the power couple to adopt a vegan diet in their time working together, and now his most famous clients are pushing their millions of fans to make the switch.

So, is there big chance that you’ll win Jay and Bey tickets by ditching meat? Probably not. Thankfully, the odds that you might help create a more sustainable food cycle are a little bit higher.