AUSTIN, Texas (Jan. 4, 2015) – Rip Esselstyn is no stranger to a healthy eating lifestyle. The former Austin firefighter created the “Engine 2® Plant-Strong®” brand—named for his former firehouse—after promoting a plant-based diet to his colleagues.

After publishing his first book, “The Engine 2 Diet,” which landed on The New York Times best-seller list in 2009, Esselstyn became a healthy eating partner at Whole Foods Market. Esselstyn now has a new book, “Plant-Strong,” which answers numerous questions about eating a plant-based diet. The book contains 150 recipes, including ten that are exclusive to this edition, like Texas Breakfast Tacos and The Daily Beet Burgers.

“I want people to fuel their strength by eating strong foods, and that’s exactly what people will discover by taking the 28-Day Challenge,” Esselstyn said.

Whole Foods Market shoppers looking to kick-start the new year with healthy eating can participate in the 28-Day Challenge by Engine 2®, which begins today.. Signup is available online at Participants will receive Engine 2 recipes, tips and coupons delivered to their email inbox in a three-part series.

Additionally, Esselstyn will be traveling across the country, visiting Whole Foods Market stores to promote the new book and discuss the Engine 2 lifestyle.

“One of the most rewarding parts of my job is being able to talk with people face to face about how eating a plant-based diet has changed my life and many others, too,” Esselstyn said.

Shoppers interested in the Plant-Strong® book tour can check with their local Whole Foods Market store to see if Esselstyn will be visiting their area.

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