If you’re a life-long meat-eater looking for a little extra motivation to try going plant-based this year, how does receiving a check for approximately $68,000 sound? Vibrant Vegan, a UK based vegan meal subscription service, just announced their challenge for a “vegan-curious” meat-eater willing to give up their “bangers and mash” for unlimited vegan meals by the company. For three months, the chosen applicant will share their journey on social media, testing new vegan products as a “carnivore liason,” and if successful, will receive £50,000 pounds, the equivalent of $68,000. Vibrant Vegan is Offering One Meat-Eater $68,000 to Go Vegan Iain Burke-Hamilton, the founder of Vibrant Vegan, explains how the company designed its challenge in hopes of destigmatizing misconceptions around plant-based eating, saying, “There was a time when being vegan was an all or nothing lifestyle choice; vegan food options were considered lesser than their meat-based counterparts. As we head into the New Year, we at Vibrant Vegan want to demonstrate not only the health and environmental benefits of being vegan that we hear so much about but also highlight that vegan food can, and should, be enjoyed by everyone—even the UK’s biggest meat lover.”