• by Karlene Lukovitz  @KLmarketdaily, July 5, 2011

Garden Protein International, makers of the Gardein line of meat-free foods, in partnership with the Meatless Monday organization, has launched a national initiative to convince even meat-lovers to try a "flexitarian" diet this summer.

For the first 10,000 people to pledge to go meat-free for one day per week this summer, Gardein will donate an equal number of meals from its line of entrees to a local nonprofit in each of four major U.S. cities that have been targeted for growth by the brand.

"Changing eating habits isn't all or nothing; small steps can make a big difference," says Garden Protein president Yves Potvin. "Every day, the average American eats a half pound of meat, almost 50% more than the USDA recommends. Diversifying protein intake and skipping the meat, even one day a week, can make a positive impact on individuals' health and the health of the planet."

To build awareness of the meatless challenge, Gardein is throwing "parties" in Washington, D.C., Boston, Chicago and Atlanta (markets known for loving items like burgers, bratwurst, barbecue and baked beans) to demonstrate that meat-lovers will love its frozen and fresh meat-free foods. Gardein entrees consist of slow-cooked blends of vegetables, whole grains and garden-grown proteins, and are cholesterol-free.

In each market, Gardein trucks are hosting demonstrations, sharing easy recipes and distributing samples of the brand's Seven Grain Crispy Tenders, Mandarin Orange Crispy Chick'n and Ultimate Beefless Burger. Facebook and Twitter are being used to update consumers on the events.

The first Gardein Parties were held in Washington, D.C., over the Fourth of July weekend, during the city's National Freedom Fest and in Whole Foods stores and other locations. In Washington, the Gardein Party truck's activities were supported by the presence of Tal Ronnen, author of a New York Times best-selling vegan cooking guide, The Conscious Cook, and the chef who prepared vegan meals for Oprah Winfrey's 21-day vegan cleanse.

In addition, all "Meat-Free Challenge" participants will be entered for chances to win a Gardein Party in their homes for up to 10 people, prepared by Ronnen.