"Perhaps the ultimate hegan is Rip Esselstyn, a veteran firefighter and triathlete in Austin, Texas. He helped the men in his department lower their cholesterol in 28 days by shunning animal protein and then turned his efforts into the best-selling “The Engine 2 Diet’’ (Wellness Central). Though not billed as a vegan diet per se, Esselstyn’s “plant-strong’’ lifestyle helps lower cholesterol by going meat-, egg-, and dairy-free, he says. “Sure there is a stigma attached to it, that it’s for yuppie, tree-hugging, emaciated weaklings,’’ he says. “That is far from the truth. I like to say that real men eat plants.'"
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