The Economist will operate a meat-free food truck from November 1 (World Vegan Day) until November 12 in Washington, DC. The vehicle—created in partnership with marketing agency Sense New York—will serve free samples of vegan Beyond Burger and offer guests a discounted subscription to the 174-year-old publication. The bright red truck features a prominent sign that states “Get a taste of the future” and is covered in verbiage about the environmental benefits of eschewing meat. The magazine has recently published several features about plant-based protein and its role in the future of food production. Similarly, competing company Impossible Foods began a 6,000-mile road trip across the United States this month to promote its own plant-based Impossible Burger.

Photo courtesy of Beyond Meat