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Kat has been writing about veganism, environment, and sustainability for five years. Their interests include over-analyzing the various socioeconomic forms of oppression, how that overlaps with veganism, and how the media in all of its forms reflects the current culture.

Kroger, the nation’s largest supermarket chain, has launched a vegan recipe contest in order to raise consumer awareness about plant-based food. The contest was announced in Live Naturally, a Kroger-exclusive magazine centered around organic eating and healthy lifestyle that is available at more than 1,400 Kroger and sister stores throughout the country.

The contest was developed by a partnership between Live Naturally, Kroger’s organic private-label line Simple Truth, registered dietician and host of the Food Network show “Healthy Appetite” Ellie Krieger, and award-winning vegan chef Mark Reinfeld.

Reinfeld is a chef for more than 20 years, a 2017 Vegetarian Hall of Fame Inductee, author of eight cookbooks, and the founder of Vegan Fusion, which offers vegan and raw cooking workshops, plant-based chef certification, and more. Krieger and Reinfeld will judge submissions.

Kroger is the largest United States supermarket chain by revenue and the second-largest retailer in the world behind Walmart. The company’s Simple Truth line includes several vegetarian and vegan options. Plant-based pantry ingredients such as beans and legumes, plant-based milk, nut butters, fresh produce, baking ingredients, and frozen fruit as well as eco-friendly household supplies, can all be found under the house brand. Last year, the company started carrying frozen products from Quorn, a company that specializes in vegetarian and vegan meats, in order to meet the growing consumer demand for plant-based meat and adding to the options for vegan food at Kroger.

Kroger is far from alone in its efforts to build awareness around the benefits of eating plant-based. Target, for example, recently began carrying the vegan Beyond Burger, a plant-based burger that appeals to meat-eaters due to its realistic taste and texture. Recent data from leading market research company Neilson showed that plant-based food sales in grocery stores, drug stores, military stores, and mass merchandisers had risen by 8.1 percent in one year.

The grand prize contest winner will take home $1,000, a goodie bag with coupons for organic line Simple Truth, and have their recipe published in Live Naturally. Runner-up prizes include a Vitamix blender, a free membership to Mark Reinfeld’s Vegan Fusion Academy online course, the “Plant-Powered Families” cookbook, and more. Submitters must use ten ingredients or fewer in their recipe submissions and include a product from Kroger’s Simple Truth line. Contest submissions will be open until July 15.

Image Credit: Kroger