In a move that almost has to have been germinated by a string of escalating texts from Gwyneth Paltrow, American Royals Jay Z and Beyonce have announced they will be adhering to a plant-based diet for the next 22 days, which means, obviously, the country's entire meat supply (nay, all animals!) will correspondingly cease to exist entirely for the next 22 days.
Seriously though, Jay and Bey are going vegan! And, like many an individual who has made a dramatic dietary decision before them, they want to tell you all about it. Or, at least, Jay does. In a blog post on his Life + Times website, Jay says that, prompted by his 44th birthday, he has decided to embark on what he is calling a "spiritual and mental cleanse." He says he's been eating "plant-based breakfasts" for a few months now, and it's been "easier on me than I thought"; this finding led to the more intense commitment.
As for the duration? "Psychologists have said it takes 21 days to make or break a habit. On the 22nd day, you've found the way . . . 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 . . . It just feels right!"
Promising to "post my progress," Jay says what happens comes Day #23 is unclear to him. "I don't know what happens after Christmas. A semi-vegan, a full plant-based diet? Or just a spiritual and physical challenge? We'll see . . ." As we, collectively as a nation, wait patiently for this answer, all Christmas carols will hereby be replaced with odes to Jay and Bey's veganism.
Oh, right: how do we know Beyonce is involved? Jay, ever the performer, knows to close with a flourish: his post ends with a simple postscript: "B is also joining me."