Rip Esselstyn, a former firefighter who penned The Engine 2 Diet, is working with Whole Foods Market’s Health Starts Here Healthy Eating Initiative to educate Whole Foods’ customers and staff about the plant-based diet. Esselstyn has coined the term PlantStrong to represent his dietary philosophy, encouraging a diet consisting of whole grains, beans, legumes, fruits, and vegetables. “I don’t use the terms that make people want to run in the opposite direction, like ‘vegetarian’ or ‘vegan’. I stay away from using those terms and I use ‘plant-strong’ because I think it’s inclusive,” Esselstyn said. In an August interview with USA Today, Whole Foods CEO John Mackey announced the coming launch of an Engine 2 Diet line of vegan products.