We spoke to Bernard Brown, founder of the PB&J Campaign, to get the latest on this simple but wonderfully compelling initiative – matching an American Classic with global environmental awareness.
What is the PB&J Campaign?
We work to combat environmental destruction by reducing the amount of animal products people eat – by substituting peanut butter and jelly sandwiches for meat entrées whenever possible. We get the word out through our website, Facebook, Twitter – and of course our Spokes-sandwiches.
What inspired you to start the campaign?
Even as the global warming connections came to light, environmental groups were strangely silent, while animal rights organizations were pushing for complete abstinence in a way that’s alienating. The PB&J seemed like the perfect vehicle: fun, simple, comfort food. The “Tofu Campaign,’ doesn’t have the same ring, does it!?
Do you think “a pledge’ can support behavior change?
The PB&J Pledge on our website gives you a sense of the cumulative impact of multiple plant-based meals. If 133 gallons of water per lunch isn’t impressive enough, lunch every day for about 934 gallons a week is amazing!
Do you think people like the idea of devoting one day a week to changing their eating habits?
Some people like the structure of focusing on eating differently one day a week. While others like looking at each meal as another opportunity to help the planet – just like taking out the recycling or putting in a compact fluorescent light bulb. We hope to reach as many people as possible.
What’s the next stage for the PB&J Campaign?
Our next big step is pairing the message with the actual food. To be able to say change is as easy as this sandwich, right here. If anyone wants to hand out sandwiches in exchange for a tee shirt, we’ve got a gig for you!