Over on his website, the entrepreneurial rapper and mogul has announced that he’s going vegan as he turns 44 on December 4.
“Psychologists have said it takes 21 days to make or break a habit. On the 22nd day, you’ve found the way,” Jay “no hypen” Z writes on Life + Times. “On December 3rd, one day before my 44th birthday I will embark on a 22 Days challenge to go completely vegan, or as I prefer to call it, plant-based!! This all began a few months back when a good friend and vegan challenged me to embrace a ‘plant-based breakfast’ every day. It was surprisingly easier on me than I thought.”
While Jay tells his fans to follow the advice of his “friend Marco” – a.k.a., Marco Borges of 22 Days Nutrition – when it comes to adopting a plant-based diet, we can’t help but wonder if Carter family friend Gwyneth Paltrow helped influence this decision. After all, the GOOP founder and BFF of Jay’s wife Beyoncé recentlywrote a cookbook about how to eat well while eliminating certain foods. (As it turns out, Mrs. Carter will also embrace veganism for the next 22 days along with her husband.)
“There’s something spiritual to me about it being my 44th birthday and the serendipity behind the number of days in this challenge; 22 (2+2=4) coupled with the fact that the challenge ends on Christmas day,” Jay says of the challenge’s timing. “It just feels right! So you can call it a spiritual and physical cleanse. I will post my progress … Any professional vegans out there that have any great food spots please help out!”
Have some vegan-friendly suggestions? Jay’s Twitter account is @S_C_