Jerome Flynn, the actor who plays “Bronn” in the hugely popular TV series Game of Thrones, has joined the advisory board of a vegan lifestyle project that has launched its own crypto token.

Called VeganNation, the Israel-based project is building what it describes as a “fully functioning ecosystem” that will support vegans via a platform enabling the exchange of products and services that are “100 percent cruelty-free.”

Flynn said in a press release provided to CoinDesk:

“Vegan Nation is the basis of an international vegan economy that makes vegan lives simpler, more economical, and better for the Earth and the soul of each of us. VeganCoin will allow many more to become vegans and thereby contribute to the reduction of our ecological footprint.”

As part of its planned decentralized “vegan economy,” VeganNation is launching a “traceable” digital currency called VeganCoin. The token went on pre-sale at the end of April, with 10 percent of proceeds to go to incentivize its ecosystem validators (or “rangers”) and community, according to the Vegan Nation “green paper.”

VeganNation ultimately aims to track the origin of foods or products on its platform and authenticate whether they are 100 percent vegan and cruelty-free. Services will also include a product marketplace, online social platform and an app for iOS and Android.

Flynn has been a vegetarian for the past 35 years and vegan for the last five. He is an animal rights activist who serves as patron of the Vegetarian Society in the U.K. alongside Paul and Stella McCartney.

Jerome Flynn image via Shutterstock