[B]eyoncé has embarked on a new career path that will put her healthy lifestyle at the front door of her fans. While the singer has no plans to give up her lucrative career in show business, Beyoncé does have her sights set on a new venture – selling plants.
Beyoncé believes in eating plant-based meals as a way of keeping unwanted weight off of her billion-dollar body. So to prove a point, she has turned her diet/eating practices into a business, with her trainer Marco Borges. The pair has fused Borges’ 20 years of experience in the field as a phsyiologist with a new meal delivery company, 22 Days Nutrition.
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| Over 69% of The United States’ adult population over the age of 20 is considered overweight or obese! Beyoncé hopes to change this. |
Borges’ philosophy revolves around a concept regarding breaking habits. He believes that it takes 21 days to make or break a habit while on the 22nd day, new habits are beginning to form.
“I am so grateful that I took the challenge and credit Marco with leading by example,” says Beyoncé. “He is the most energetic person I know and it’s all because of his decision to live a healthy lifestyle. He came up with a great program to get people motivated to make better nutritional choices. All you have to do is try. If I can do it, anyone can. I am excited to partner with him.”
The 22 Days Nutrition plan will deliver three different orders to subscribers each week, all of which are 100% plant-based and made organic non-GMO, gluten-free and dairy free products.
The goal of the business is to address the growing obesity crisis United States, where over 78 million adults are considered overweight. They also hope to address stereotypes regarding gender and weight loss, system issues that impact both men and women.
Even hard-core rapper Jay Z used the plan, in order to keep tabs on his boyish figure. Plus, overweight men suffer a higher rate of issues like strokes and heart attacks, as compared to the rest of the population.
“We all know the importance and value of eating plant-based foods but often times find ourselves trapped in a series of bad habits that sabotage optimum wellness,” Borges said.
According to Borges, he is not trying to convert people to be vegans as much as he seeks to have them supplement their diets with more plant-based foods.
Beyoncé is on the right track with her new business, according to conditions in the marketplace, according to Nielsen.
“There is a tremendous opportunity for food manufacturers and retailers to lead a healthy movement by providing the products and services that consumers want and need,” said Susan Dunn, executive vice president, Global Professional Services, Nielsen. “While diet fads come and go overtime, innovative, back-to-basics foods that taste good, are easy to prepare and provide healthful benefits will have staying power. The first step is knowing where to put your product development efforts.”
Over 50% of adults are currently attempting to lose weight and of those, 88% are willing to pay for foods that are healthier options, which could mean a hefty payday for Beyoncé and her company.
If losing weight is a goal in 2015, Beyoncé and Borges’ 22 Days Nutrition plan may be worth considering.
