This week during a segment featuring long-time vegan actor Woody Harrelson, comedian Stephen Colbert announced on his show The Late Show with Stephen Colbert that he has adopted a vegan diet. Colbert told Harrelson that he had lost a bet and would now follow a vegan diet for 17 days before asking the vegan actor, “how do I get my protein?” Harrelson responded that people don’t need as much protein as they think. Colbert said he would consume Pop Tarts—which Harrelson explained contained dairy, making them not vegan. After the public exchange, several vegan companies took action to support the comedian on his vegan journey in hopes of inspiring him to make a long-term commitment to cruelty-free living. Vegan company The Herbivorous Butcher tells VegNews that it delivered a package with Korean ribs, ribeye steak, burgers, Garlic Pepper Havarti, smoked gouda, and pepper jack cheese to Colbert last Thursday. In addition, vegan ice cream company NadaMoo sent the host an assortment of non-dairy ice cream the same day. Fellow comedian Jon Stewart—who is a self-proclaimed fan of Herbivorous Butcher and rumored to be vegan—and his vegan wife/author Tracey are currently in the process of transforming their 12-acre Middletown, NJ, home into the fourth location of animal-rescue organization Farm Sanctuary.

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