Book Launch: Meat is for Pussies by John Joseph

Forget the macho myth that men need to eat meat to be strong. In fact, the opposite is true, and John Joseph is living proof. Now in his fifties, the outspoken punk musician is still stage diving like he did decades ago, along with hitting it hard at the gym and competing in multiple ironman triathlons a year—all without eating a single ounce of animal protein. MEAT IS FOR PUSSIES is Joseph’s in-your-face, take-no-prisoners, plant-based manifesto—a rallying cry for men everywhere to reclaim their health and improve their level of fitness by cutting out “so-called guy foods” like steak, burgers, hot dogs, and wings.

As Joseph points out, going plant-based is one of the biggest trends in fitness circles, attracting everyone from pro boxers and Mixed Martial Arts fighters to professional football, baseball, and hockey players. If a plant-based diet can fuel the performance and endurance of elite athletes—certainly it’s good enough for weekend warriors. “If you aren’t hip to what you’re putting in your body,” Joseph writes, “it’s like trying to light a fire in the pouring rain. The first thing I’m gonna do is explain what all that sh*t you’re ingesting is doing to your body. Then I’ll present you with healthy alternatives, show you how to take control of your health, and even give you workouts and recipes.”

MEAT IS FOR PUSSIES  exposes the frightening reality of the food industry in gritty detail—from the harmful effects of conventional farming to the lack of government oversight of GMOs to the horrors of the meat industry. Drawing on the latest medical and health research, Joseph presents a compelling and insistent argument that what we are eating is literally killing us—and it all starts with the meat on our dinner plates. His practical action plan offers lifestyle and detox tips, recipes from top plant-based chefs, and a 30-day workout plan that will increase athleticism and build strength and endurance. From slashing their risk of developing heart disease and colon cancer to increasing libido and sexual stamina, to boosting weight loss and increasing lean muscle mass—men have a lot of incentives to go meat-free. And the benefits of going plant-based have never been articulated as clearly, passionately, or hilariously than in Joseph’s impassioned battle cry.