MUMBAI: If saving the planet had a flavour, Blue Tribe just cooked it up. This Earth Day, the plant-based protein brand launched its week-long ‘Eat Green Initiative’, a campaign urging folks to rethink what’s on their plates. Forget cold lectures about climate change — this one comes with sizzles, snaps, and snacks.

From 22-28 April, Blue Tribe employees, influencers, and brand fans will show off their kitchen chops by whipping up meals using the company’s plant-based products.

Their aim is to make eating green go viral. All that culinary activism will be shared online under the hashtag #BlueTribeEatGreenInitiative, creating a tasty trail of digital breadcrumbs for anyone still clinging to industrial meat like it’s 1999.

"Every meal is a choice, and every choice has a consequence," said Blue Tribe Foods co-founder Sandeep Singh. "Through the Eat Green Initiative, we want to show that small, mindful decisions like opting for plant-based meals, can collectively make a significant difference for the planet. Earth Day is a reminder that sustainability must be a part of our daily lives, not just a one-day commitment."

And they’re not just chewing the (vegan) fat. According to FAO data, animal agriculture is behind nearly 18 per cent of global carbon emissions.

Going green in your diet isn’t a food trend—it’s a survival tactic. Blue Tribe wants to make that transition as tasty as it is timely.

To kick things off, the campaign begins with a digital note from Blue Tribe leadership, framing food as ground zero for sustainable change. Throughout the week, participating eaters will share their dishes alongside environmental impact stats—from water saved to emissions slashed.

The goal?

Build a tribe of eaters who connect what’s on their plates with what’s happening to the planet. No guilt-tripping, just guilt-free snacking.

With global temperatures climbing like a bad fever dream, melting ice caps, and natural habitats on the ropes, Blue Tribe’s call to action is simple: ditch the beef, embrace the bean.