• by Sara Guaglione , January 9, 2020

Moviefone cofounder-former CEO of Tough Mudder Adam Slutsky and former editor-in-chief of Self magazine Lucy Danziger are behind  the media brand.

“The Beet is dedicated to helping people who want to improve their health and the health of the planet via the consumption of more plant-based foods, and love it,” Danziger stated. “Whether you’re flexitarian, vegetarian, vegan, plant-leaning, plant-forward or plant-based, The Beet has everything you need to be healthier by ‘just adding plants’ to your plate.”

Danziger left Conde Nast in 2014.

The Beet was built by the New York-based venture studio 25madison, in partnership with Gather Ventures, a VC firm that “focuses on early-stage companies driving the shift from animal to plant-based food consumption,” according to the company. Gather Ventures was founded by Slutsky.

The Beet will offer original and curated content, with plant-based recipes, news on plant-based foods, advice from nutritionists, product reviews, a vegan restaurant and shop finder, a health and nutrition section, and an “ask the expert” section.

The Beet also has a tool called “The Beet Meter,” which lets users rate plant-based products like nondairy milks, cream cheeses, ice creams and yogurts and alternative meats.

Dazinger told the New York Post the company has four full-timers in New York and two part-timers in California.

“The Beet will be a foundation for plant-based commerce and related revenue streams in the future,” per the company.

The site  launched with a “21 Day Plant-Based Challenge,” asking readers to join a three-week plan to eat more plants. The challenge offers recipes, shopping lists, articles and advice to those that sign up.

Separately, another site capitalizing on nature bloomed in February 2019. FlowerPowerDaily.com claims its own twist: The first daily floral news site to celebrate flowers in all facets of life — food, fashion, wellness and décor.

Editor in chief Jill Brooke, a former CNN correspondent, says her goal is to explore how “floral themes pollinate music, cuisine and travel. Flowers have ancient histories; they are part of life events.” As an Amazon Affiliate, users can buy anything with a floral element — clothes, perfumes, housewares, wedding or birthday gifts — and the site takes a percentage of sales.