Another NFL player is hyping up his speed, and this time he wants his talent to take him to the Olympics.

Kansas City Chiefs wide receiver Tyreek Hill said during a press conference for the Super Bowl on Monday that after the season hed like to try qualifying for a spot on the Olympic track team. The 25-year-old was a high school All-American in 2012 on the track, and Hill even participated on track teams in college at Garden City Community College and Oklahoma State in addition to playing football.

That speed often shows up in games, as the wideout blows by defenders for home-run touchdownsscoring seven touchdown this season in 12 games. Though these wheels are lethal against NFL defenders, they may not be as dangerous when stacked up against the likes of top U.S. sprinters like Michael Norman, Noah Lyles, and Christian Coleman.

The thing is, I weigh like 195 right now. Back in high school, when I ran a 9.9 (-second 100-meter dash), I was like 175. So it would be me changing my whole diet that Ive been doing to get to where I am now, Hill told Pro Football Talk.

Hill himself dropped a 4.28 at his pro-day before the 2016 NFL Draft.

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It would likely take much more than cutting weight to reach his goal of the Olympics because hes been off the track for a few years. Right now, the fastest times in the world are in the 9.7 range for the 100-meter dash. (Coleman won the 100 in the world championships last summer in 9.76 seconds.)

Theres no doubt it would be exciting to pit football stars against the countrys best sprinters, though. It was fun just watching NFL players race in the 40-yard dash tournament this past summer. That was won by former Olympian turned NFL wide receiver Marquise Goodwin, who went to the 2012 Olympic Games for the long jump. He took home $1 million for his efforts.

Even if reaching the biggest stage in track is likely out of reach, hes about to play on footballs biggest stage this weekend at Super Bowl LIV in Minneapolis against the 49ers.

Chiefs fans at least hope to see his speed on full display this Sunday.

Read more from the original source:
NFL Wide Receiver Tyreek Hill Wants to Run in Olympics - runnersworld.com

From psychic mediums to energy healing and hallucinogenic mushrooms,there are quite a few weird things in Netflixs The Goop Lab. The new series had its first season release in January 2019, with six episodes that dive into supposed treatments and cures that are actually deeply rooted in pseudoscience.

Netflix had partnered with Gwyneth Paltrow to deliver a series that brings her lifestyle brand Goop - particularly, the weird products and treatments her website shills to wealthy and curious customers - to the general public. After all, this is the company that preaches the benefits of coffee enemas, vaginal steaming, and walking around without shoes so you can absorb the earths energy through the soles of your feet.

Related:Netflix Giving Gwyneth Paltrows Goop Lab A TV Show Is Irresponsible

The announcement that Goop had teamed up with Netflix for The Goop Lab had us wondering how much weirder things could get. Oddly enough, the show is pretty mellow by Goops usual standards, but that doesnt mean its any less bonkers! Were looking into the weirdest things youll see in The Goop Lab.

To kick things off, the first episode introduces Goop staff and their audience to the practice of therapy via the ingestion of hallucinogenic mushrooms. The team fly out to Jamaica, where such drugs arent illegal, and drink some tea that quickly has them all lying on the floor, laughing hysterically before falling into fits of sobbing as they revisit traumatic periods in their lives. There is some science behind the use of hallucinogens for controlled mental and physical health benefits, so this isnt the most bonkers thing for The Goop Lab to dive into. Still, the image of all these people embodying the purest clich of getting stoned has its entertainment value.

The controversial guru Wim Hof is front and center in episode 2, preaching his ethos that his breathing techniques and cold exposure therapy can help with all manner of illnesses and mental issues. While the show overlooks the number of deaths connected to this method and the more outlandish claims Hof makes about his work on his website (including that his techniques can be used to treat multiple sclerosis and Parkinsons disease), it gives full airtime to his theatrics.

Hof acts like an overexcited folk-rock musician most of the time, and the zenith of his zany antics comes when he leads the Goop team in a session of outdoor yoga with at least a foot of snow on the ground, all while the women are in their scantiest bikinis. Its certainly a striking image, although its hard to shake your skepticism about this process when the women all look freezing and miserable while insisting they feel invigorated by this endurance feat.

RELATED:The Goop Lab Promotes A Treatment That's Linked To Multiple Deaths

Perhaps the greatest, most unironically helpful thing The Goop Lab does across its six-episode run is show a whole lot of vulvas. Episode 3 dives into the topic of sexual wellness and destigmatizing female pleasure. Its actually the most interesting and genuinely radical episode of the show as Goops usual snake oil tactics take a backseat to listening to sex expert Betty Dodson give advice on matters such as orgasms. On top of showing a woman have a full-on orgasm, The Goop Lab gives viewers a direct look at the different shapes, forms, and colors of the human vulva. Its extremely rare to see such things in entertainment outside of porn, let alone on Netflix, and it goes a long way to helping tackle the way that womens bodies and desires are scorned and made shameful by society.

In episode 4, Paltrow and her team undertake diet changes and new beauty treatments to see if they can slow down their internal aging process. Alongside a period of intermittent fasting as part of a supposed cleansing diet that consists of as little as 500-800 calories of food per day, Paltrow undergoes a treatment morbidly nicknamed the Vampire Facial. This infamous beauty therapy has been tried by various major celebrities, including Kim Kardashian, who reacted very negatively to it and has admitted she regrets ever trying it. The facial involves the removal of the patients own blood, which is then separated from the plasmaand re-injected into their face. Medical opinions arent exactly united on whether this treatment truly provides the anti-aging benefits it espouses. A New Mexico clinic offering the vampire facial also recently faced a HIV infection crisis through the treatment. The Goop Lab seems to show the treatment more for the novelty value of its name than any possible benefits, since Paltrow doesnt look any different after receiving it.

The Goop Lab episode 5is dedicated to the deeply eyebrow-raising practice of energy healing. Energy healer John Amaral is shown mostly waving his hands over people's bodies without touching them, claiming that this process can help to remove both physical and emotional pain from people. Dancer Julianne Hough turns up randomly as a guest star and devotee of energy healing, and the audience watches as she groans and contorts like Linda Blair from The Exorcist during this intensely loopy process.

The Goop Lab continues to insist that it is merely asking questions and offering viewers an insight into something new, but it's clear from episodes like this that they blindly believe deeply questionable ideas and never push back against the outlandish claims made. Not one mention is made of the placebo effect, which is widely considered to be one of the most active forces in such "healings". There is some benefit to placebos as a way to help people relax and overcome anxiety, but it is not a cure and shouldn't be positioned as such.

By the seasons final episode, The Goop Lab has entirely given up pretenses of vague skepticism and dives headfirst into the truly loopy by offering up psychic mediums as the new cure-all treatment. Laura Lynne Jackson, a self-described psychic medium, offers readings to the Goop staff. Any attempts the show had made to be informative go out the window with this obvious manipulation, and the show's implication that psychic readings, which are essentially cold readings that any critical thinker can do, are equivalent in scientific and medical validity to deep breathing techniques is deeply dangerous.

Its also manipulative when said psychic pretends they have connections to peoples dead relatives. The effectiveness of such supposedly psychic activity is rooted in the Barnum Effect, wherein people are susceptible to believing that the most general descriptions ("Hmm, I sense a letter... A?") apply specifically to them. The entertainment with this episode comes from the one Goop staff skeptic who goes along with the reading and doesn't buy into any of it. They are the true hero of this series.

NEXT:Netflix's Goop Lab Suggests Gwyneth Paltrow Doesn't Believe In It

Arrow Series Finale Ending Explained (& What Happens Next)

Kayleigh Donaldson is a full-time pop culture and film writer from Scotland. A features contributor to Screen Rant, her work can also be found regularly on Pajiba and SYFY FANGRRLS. She also co-hosts The Hollywood Read podcast. Her favorite topics include star studies, classic Hollywood, box office analysis, industry gossip, and caring way too much about the Oscars. She can mostly be found on Twitter at @Ceilidhann.

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Goop Lab: The Weirdest Things In Gwyneth Paltrow's Netflix Show - Screen Rant

Lorraine Kelly is a TV presenter who has been on the small screen for 35 years. Over the years, she made a change that helped her slim down by two dress sizes. The TV host revealed exercise and portion control started her weight loss journey.

Another recent post read: Such a good class as always last night - thanks @maxicise.tv ! Always good to see @mrmilesyounger and the gang. Good for the mind and the body #fit #happy #friends #mondaymotivation #love

The TV host will also use social media to share pictures of her being active and taking her dog for walks.

Lorraine has said she does not weigh herself but her lifestyle change helped her go from a size 14 to a trim size 10.

When getting fit, the TV host focused on cardio exercises to burn off excess calories.

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Lorraine even showed off her exact routine by releasing a fitness DVD detailing the workouts she would do in an aerobics class.

Speaking on This Morning, she said: I really look forward to my classes, and with the new DVD we wanted to show what a class was like.

Cardio can help speed up the fat loss process, according to a study published on the US National Library of Medicine.

In the study, 141 obese participants were split into groups and did different amounts of cardio exercise.

Read this article:
Lorraine Kelly weight loss: ITV star used one trick to drop two dress sizes - what was it? - Express

LifestyleWellbeingAt 43, and 18 stone, Ive gained freedom from crash diets and the constant panic that the weight might return

Wednesday, 29th January 2020, 5:14 pm

I had to get this fat to be grateful for what Ive discovered. At 43, and 18 stone, Ive gained freedom: from crash diets; from constant panic the weight might return; from worry my life will end if Im not the right weight; from constant thoughts of forbidden foods, until the inevitable binge, and guilt that would follow.

I also see my world hasnt ended. My partner still loves me. Im still a decent radio presenter, working at talkRADIO, and my dogs still wag their tails when I arrive home.

It started in my childhood. A misdiagnosis of a heart problem meant I was put on my first diet aged eight, which meant constant calorie counting and supervision of all food. I rebelled by secretly eating cakes and chocolates, and by 16 I was 17 stone with a relationship with food based on secrecy, guilt, and anxiety.

Ruthlessly strict calorie counting

I first lost weight in my twenties, through ruthlessly strict calorie counting, training, and being militant with both my regime and diet. But the more I deprived myself of the food I wanted, the more Id think about it until eventually Id give in. Id convince myself that I could have a chocolate bar as a treat. But once Id eaten that one, Id end up having another. And another.

Inevitably, my weight crept up. Just half a stone at first. Then Id panic and go back on a strict diet of misery and deprivation, and that half a stone would come off. This cycle of starving myself versus stuffing myself would continue in my thirties until it turned from half a stone repeatedly gained and lost, to a stone, two stone, and before I knew it, five or six stone at a time.

I went to the doctor about my yo-yo dieting, but in my experience the NHS arent interested until you need a gastric band. And along with every diet I did came a punishing workout/gym regime, either on my own, or, when I started doing well, with personal trainers. Ive had about 10 PTs over the years and spent thousands, all to end up back at square one.

Meanwhile, the diets I was choosing became more and more extreme. Id use low calorie, low carb, Atkins, Dukan, food combining, fasting, detoxes, shakes, soups and simple starvation. Despite all this I would always end up bingeing, and always, ultimately, end up gaining more back.

Plagued with thoughts of banned food

My most recent four-stone loss came in 2016 from a shake- and soup-based ketogenic diet. I spent months barely eating real food, and when I did, it was just protein. I looked great, but I was constantly fearful that Id gain weight and was plagued with thoughts of the foods Id banned myself from eating, until one day, after a year of deprivation, I gave in.

I ate one of the blueberry muffins Id walked past in the office canteen, and resisted, countless times before. Biting into that delicious sugary sponge brought back every emotion around food Id been suppressing, guilt, anger at myself for ruining it all and a promise to be stricter tomorrow.

Within months, Id gained back the four stone, and more, to put my weight at the highest its ever been.

Weary of it all and in my worst ever mental state, I finally chose to spend money on my brain, rather than my belly, starting cognitive behavioural therapy to get to the root cause of why, when Id done so much to lose weight, I was once again so fat? Had I not had the money for my own CBT, Id still be in the mess I was in.

CBT revealed that crash diets were the problem

One of the main lessons of CBT is to challenge all-or-nothing thinking, and encourage rational, instead of negative pre- programmed thoughts. I finally realised that far from helping me, every single restrictive crash diet was actually making me eat more.

The moment Id stray, the immediate negative narrative and subsequent resolution to be even more restrictive the next day meant I was actually giving myself the green light to eat more. I now challenge that narrative that I am worthless when I am bigger and that my life should stop when I am. If I hadnt got to this weight, how would I have discovered this?

Its not always easy. I sometimes have to use all my CBT knowledge to ignore the latest diet trend, and remind myself, its not a solution.

And something else has changed, too. By knowing I can have that muffin and the world wont end, I dont want it as much. For the first time, I have a biscuit jar, which actually has biscuits in as I dont eat every single one. As a result of ditching fads, my weight, although high, has remained constant for two years. Ive spent 30 years either gaining or losing and now, for the first time ever, I am a steady, albeit high, weight.

There's a place for treats in a healthy diet

Whats also encouraging is that there are now successful fitness professionals employing the non-restrictive philosophy, such as James Smith, whose best-selling Not a Diet Book challenges the diet industry.

Why would we have a life without the foods we enjoy? he tells me. I dont think we should make a case for consuming treats, but make one against those who say you never should. I want people to reduce their food intake slowly and have the muffin if they want it. I tell my clients, one hot day doesnt make a summer. A treat or two wont ruin your long-term plan, its part of human nature. Its normal. And if they have one, just do a few extra steps the next day.

So now Im not on anyones strict plan, Im eating well, but having that muffin if I want it. I am reading about sustainable long-term methods which arent too strict. I now get it. I am vlogging and Instagramming it as I want others to know they can do it too. I hope I succeed, as I want to be healthy and feel better. But if I dont, Ive had success already. Because I know I will have days when I am not perfect. But those days wont mean Ive failed.

Read more here:
Ive gained and lost a hundred stone and Im now at my heaviest but Im happy - iNews

The rise of the keto diet is hard to overlook. From keto cruises to keto-friendly product lines from food manufacturers, it seems like everyone knows someone who has embraced the keto lifestyle.

With such a boom in popularity, many dieters are turning to the internet and social media for keto inspiration. However, there can be conflicting and confusing information about what this diet actually entails, which leaves some people asking, "what actually is the keto dietand is it safe?"

For starters, the keto diet is more than just eating unlimited amounts of bacon, eggs, and cheesedespite what some Instagram accounts would have you believe. Keto, also known as the ketogenic diet, is a way of eating that allows the dieter to enter a state of ketosis. When you are in ketosis, your body is breaking down stored fat into molecules called ketones that are released into your bloodstream and flushed out in your urine. Ketosis occurs when your body shifts from burning sugar and carbohydrates to stored fat.

In order to get into this metabolic state, the diet consists of high-fat and very low-carb foods. Cedrina Calder, MD, a preventative medicine doctor based in Nashville, explains that most people in ketosis aim to stay under 20 to 50 grams of net carbs total for the day, though the specific carb tolerance varies from person to person based on a number of factors, including activity level. When calculating net carbs, take the total carb count and subtract out the quantity of fiber and sugar alcohols, as those do not have the same impact on blood sugar as other carbs.

For reference, one medium apple has more than 20 net carbs, which would top out the daily limit for many keto-ers, making ketosis difficult to maintain.

"This diet is very hard to sustain on a long-term basis for the average person," said Dr. Calder. "For the average patient, I advise them to choose a healthy pattern of eating that they can sustain rather than focus on a temporary diet."

RELATED: No-sugar-added recipes you'll actually look forward to eating.

With so many restrictions, it can seem surprising that keto has gained as much traction as it has. Like many recent phenomena, it all goes back to one cause: Social media.

The boom of Instagram, blogs, and other photo-sharing sites has led to more transformation pictures circulating than seemingly ever before. And the keto diet is a prime candidate for producing noticeable results quickly, making it a staple for the popular Instagram hashtag #TransformationTuesday.

"Recently, more and more people are inquiring about the keto dietnot necessarily for a long-term solution, but just to jumpstart their weight loss journey," said Gabrielle Mancella, RD, who says that at least one-third of her daily patients inquire about going keto.

When you enter ketosis, the switch to burning stored fat creates a diuretic effect, making people lose water weight quickly compared to other methods of dieting. This can make progress look and feel quick at first.

As you enter a state of ketosis, many people experience symptoms known as the "keto flu." While not a real flu, the transition period can cause headaches, nausea, weakness, muscle cramps, difficulty concentrating, constipation, or diarrhea. These symptoms can be caused by dehydration, sugar withdrawals, or an imbalance of electrolytesall common effects of switching to the ultra-low-carb diet.

For many people, the keto flu is enough to convince them to give up on this way of eating. But, if you stick it out, the flu symptoms typically subside in about a week. Dieters can avoid, or lessen the symptoms of, the keto flu by drinking enough water, seeking out electrolytes, and cutting back on their carb intake gradually.

Once in a sustained state of ketosis, many dieters report enhanced mental clarity and overall improved wellbeing, in addition to weight loss. However, there hasn't been a great deal of research done yet to determine if these results are an inherent trait of the diet. Dr. Calder said more research is needed to understand the long-term effects of the keto diet.

To check if you are in ketosis, strips from the drug store can detect the presence of ketones in urine.

While the weight loss can be quick, the keto diet also has some potentially serious drawbacks.

"Being in a state of ketosis can be dangerous for people with kidney disease or diabetes, especially type 1 diabetes," Dr. Calder said. "I also would not recommend it for individuals with an unhealthy relationship with food. Restrictive diets can worsen this relationship."

Because success on keto is dependent on cutting out foods that don't fit into the ultra-low-carb diet, this is not a diet made for people who like frequent cheat days or little daily indulgences, Mancella explains. After eating enough carbs that your body exits ketosis, the whole process has to begin again to get back into the fat-burning state.

"This puts immense strain on the body, and, in turn, is contraindicative to weight loss goals," Mancella says. "The brain's main source of energy are carbohydrates, and when we limit this, we are in turn affecting all of our other body processes."

Although she said that in healthy adults keto is generally safe because the body is able to self-regulate ketone levels by flushing the excess through urine, Mancella added that dieters should approach keto with caution.

"If not done right, this diet can cause havoc on our bodies," she says. "As a society, we have turned to a culture of restriction and extremes in order to obtain unrealistic beauty and aesthetic standards without considering the long-term consequences."

Knowing the restrictive nature, some people turn to the keto diet as a quick fix before an event that they want to drop a few pounds for quickly. Even that, however, can have some unintended consequences.

"Anyone starting a keto diet should be aware that once they stop the diet, they are likely to regain weight if they do not transition to a healthy diet," Dr. Calder said.

The keto diet itself doesn't have any required meals. The only goal is to stay under your allotted net carbs each day, so there is a lot of variation in how people choose to go about following the diet.

Generally, commonly eaten keto diet foods include meat, eggs, full-fat dairy, and low-carb vegetables, which helps to up your fat intakes to help maintain satiety without overdoing it on the carbs. You should aim for 70 to 80 percent of your daily calories to come from fat, 20 to 25 percent to come from protein, and 5 to 10 percent from carbs in order to maintain ketosis.

"A diet high in unhealthy fats increases the risk of heart disease," Dr. Calder says, explaining that if someone does choose to pursue the keto diet, they should opt to eat lean protein, low-fat dairy products, and healthy fats, including nuts, nut butters, seeds, avocado, and healthy oils.

Planning ahead can be the key for success on the keto diet to avoid falling into the trap of eating carbs out of convenience. While there are certainly plenty of options when eating out at restaurants, keeping it keto without a plan can be a recipe for disaster.

"I caution anyone who is new to concepts including portion control, meal prepping, grocery shopping, exercise, and, including, but not limited to, even cooking their own meals, as this diet will likely be detrimental to their long-term health," Mancella said.

When it comes to weight loss, Dr. Calder explains that all diets have the same end goal: creating a calorie deficit.

"If your goal is weight loss, you do not need to be on a keto diet to achieve this," said Dr. Calder. "You can create this deficit by making different changes to your diet and eating patterns, and with physical activity." She suggests that the average person consider a balanced, heart-healthy diet consisting of lean protein, fruits, vegetables, healthy fats, and high-fiber, whole-grain carbohydrates.

There is no one-size-fits-all approach to dieting and healthy eating. Every body is different, and different people need to find the right dietary plan that fits their physical, emotional, and financial needs.

While the ultra-low-carb nature of keto might be able to help people shed some weight quickly, it is not a universal solution for everyone, and any new diet should be undertaken with guidance from a health care provider.

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Want to lose 10, 20, even 30 poundsall without dieting?! Get your copy of Eat This, Not That: The Best (& Worst) Foods in America!, and learn how to indulge smarter and lose weight fast!

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Is the Keto Diet Safe? We Asked Experts | Eat This Not That

Through Sunday, April 19Family Museum, 2900 Learning Campus Drive, Bettendorf IA

Presented in conjunction with scientists at the global bio-pharmaceutical company AbbVie, the interactive children's exhibit Science + You enjoys a stay at Bettendorf's Family Museum through April 19, demonstrating the role that science plays in keeping the body healthy through fun and fascinating scientific experiments and a child-sized laboratory appropriate for young visitors.

Created by the Kohl Childrens Museum of Greater Chicago located in Glenview, Illinois, Science + You debuted in 2011 and has subsequently traveled to national museums in Washington, D.C. and San Francisco plus international venues in Germany and Brazil. Children will enter the exhibit as if entering a real-life laboratory., and at the first station, they can pretend to wash their hands and then wipe their feet on a special gel-like floor mat that changes colors to represent the dirt particles it is removing. Museum guests can even walk through a pretend shower to be bathed in blue lights before they put on their white lab coat, while graphics communicate how important it is for scientists to work in a clean environment. Science + You then continues its entertaining education through seven distinct exhibit components:

Antibodies: Demonstrating how antibodies act in the body, this component offers children the opportunity to understand a complex process through play. A clear Plexiglas structure is filled with magnetic balls, which represent germs in the body, while the four stations outside the structure include a movable antibody that children can use to manipulate germs.

Glove Box: Children can use a glovebox a sealed container used by real-life scientists with gloves built into the sides allowing one to manipulate objects safely. Demonstrating how scientists use a glovebox to contain materials as well as protect themselves, the children will wear thick gloves to measure substances using beakers, funnels and other lab equipment.

Mixing and Separating Test Lab: Exploring how scientists use machines to mix liquids and solids, this component demonstrates how different types of equipment function. Children can see the machines in action and can also manually mix and separate liquids and solids themselves.

Magnification Area: This component features a specialized Wentzscope and video microscopes that magnify objects on a large video screen, allowing younger children to compare and contrast an array of natural and man-made items up close.

Healthy Lifestyle: In this component featuring an outline of a human body with a hollow center, children place puzzle pieces representing various forms of nutrition, exercise, and rest in different areas of the body. When a healthy balance of all the components is achieved, children hear a congratulatory message as Healthy Lifestyle promotes being active in a variety of ways, from traditional exercise such as riding a bike to common activities such as cleaning the house, doing the dishes, or walking to school.

Test Kitchen: Here, children will make a healthy soup choosing their own combination of appropriate ingredients. Teaching children the importance of a balanced diet, this component has stations with soup pots that can hold up to six ingredients. Children pick the ingredients from the five food groups, and the burner under their soup pot lights up when theyve selected the correct balance of healthy ingredients.

Science Reflection: Finally, children can share their scientific thoughts and reflections after experiencing the entire Science + You exhibit. A variety of images, drawings, and terminology is provided that children can use to create their own collage, while a display wall allows children to share their collage reflection with the public. Grease pencils will also be provided for children to write down their impressions.

Family Museum visitors can experience Science + You through April 19, with regular venue hours Mondays through Thursdays from 9 a.m. to 8 p.m., Fridays and Saturdays 9 a.m. to 5 p.m., and Sundays noon to 5 p.m. The exhibit is free with $5-9 general admission, and more information and tickets are available by calling (563)344-4106 or visiting FamilyMuseum.org.

Link:
Science + You, through April 19 - River Cities Reader

Ocean charities hope to replicate the success of Veganuary campaign with new challenge for consumers to consume no fish in February

Across the country, hundreds of thousands of people kicked off the new decade by promising to ditch all animal products for a month.

The Veganuary campaign has taken the country by storm since it was launched in 2014 by husband and wife Jane Land and Matthew Glover. From a small base of just 3,300 participants in the first year, signatories to the campaign have doubled every year to top more than 300,000 in 2020, helped in no small part by Greggs' now famous vegan sausage roll.

Rising interest in plant-based diets has been spurred by a surge in consumer interest in healthy eating and growing public concern over agriculture's climate impact. Only last week the UK government's climate advisors, the Committee on Climate Change, suggested the UK will need to cut meat and dairy consumption by a fifth if the country is to meet its net zero emissions targets, pointing out that the land used for livestock at the moment will be needed for reforestation and other carbon-storing schemes. Critics argued that with demand for red meat already declining, the watchdog should have advocated for an even faster transition away from meat.

But some campaigners believe the public debate on greener diets has been too focused on meat and dairy, allowing the seafood industry to swim on in the shadows. In an effort to redress the balance, this year the Manta Trust, a UK based charity originally formed to protect manta rays, has teamed up with Oceans Festival UK to follow Veganuary with a new campaign - 'Fish-Free February'.

The campaign encourages people to ditch all seafood for the month of February and instead adopt "plant-based, sustainable ways of eating". The Manta Trust claims the campaign - which will use the hashtag #FishFreeFebruary - will "send a clear message of protest against current standards of fishing and seafood farming".

Simon Hillbourne is a marine biologist, digital media and communications manager for the Manta Trust, and creator of the Fish-Free February campaign. Hillbourne says he was moved to launch the campaign so as to address the disconnect between the unsustainable sourcing of much of the seafood sold in the UK and the surge in public focus on the environmental impacts of meat and dairy consumption. "Nobody is really talking about the ocean," he tells BusinessGreen. "In fact, some people were saying, 'I'll swap to eating fish, it's healthier'. [But I thought]: 'Well, hang on a second, the oceans are also in trouble'."

There's certainly a strong environmental argument for reducing the amount of seafood consumed globally. Global seafood consumption - including both seafood consumed by humans and seafood processed for feed - has more than doubled in the past 50 years, to around 22.3kg per capita. In the EU that rises to about 27kg per head. The world's rapacious demand for seafood means that as of 2015, a third of fish stocks are deemed to be fished at unsustainable levels. Just seven per cent of stocks are classified as underfished.

Sustainable fisheries advocates argue eating fish can be a sustainable dietary option as long as the seafood comes from well managed fisheries, a stance also backed by most governments. Only today the UK government introduced its Fisheries Bill to govern management of its fish stocks post-Brexit, which it said promises to ensure fish stocks are managed sustainable and marine habitats thrive once the UK leaves the EU fisheries regime.

Fish-free February acknowledges the need for sustainable management of fisheries and insists its "ultimate goal" is not to stop people eating seafood altogther, but rather to encourage a "radical reduction" in consumption. "We're not pushing for people to stop eating fish forever," Hillbourne says. "Fish is a perfectly viable protein source if it's come from well-managed, small-scale industries. Unfortunately, most of us, especially in the Western world, we can't really go to a small fishmonger just down the road who caught their fish this morning. We rely on going to big supermarkets which rely on big commercial fishing chains."

Moroever, even where governments intend to set fishing on a sustainable path, the problems of keeping track of who is catching what and when is a continual challenge for stock managers. In September 2019 the Marine Stewardship Council (MSC) removed its 'blue tick' sustainability mark from North Sea cod, just two years after it was awarded, after new analysis revealed fish levels were much lower than previously thought.

The situation may be even worse in developing nations, according to the UN. Speaking at a conference in November, the Food and Agriculture Organisation director general Qu Dongyu warned that while fisheries in developed regions are becoming increasingly sustainable, developing regions are struggling to enhance the governance of their own expanding fishing industries. As the most recent update on progress against Sustainable Development Goal 14 - the goal covering life under water - has made clear, the world is a long way from delivering sustainable management of the world's oceans.

Yet despite the parlous state of global fish stocks, and the pressure industrial fishing puts on a marine environment already struggling to deal with warmer ocean temperatures caused by climate change, campaigners are concerned public attention - when it does fall on the oceans - is too preoccupied with plastics.

Ever since Sir David Attenborough presented Blue Planet 2, and the world saw the impacts plastic straws and bags are having on marine life, demand for a dramatic reduction in plastic use has exploded. Major corporates all now have plastic reduction strategies and countries across the world are banning single-use plastics.

But Dr Guy Stevens, CEO and co-founder of the Manta Trust, stresses that fishing and climate breakdown are a far bigger threat to the world's oceans. "I think we have become fixated on plastic reduction because it seems to be something that people can connect too and it's something people feel they have some power over changing," he argues. "But I think it's somewhat of a distraction from these bigger issues."

Alongside Fish-Free February, other NGOs are currently stepping up with new campaigns to refocus government attention on marine climate impacts and overfishing. Yesterday more than 100 environmental organisations, including ClientEarth, Seas At Risk, and WWF, launched a Blue Manifesto' to "turn the tide" on polluted oceans. Plastics - particularly microplastics - are mentioned, but the manifesto focuses much more heavily on addressing overfishing and lobbying for more protected marine areas. Among other measures, it calls for EU countries to adopt policies to drive low-impact fishing by 2030, such as bans on the use of destructive fishing gears and techniques.

"Politicians, policy makers and industry will have to work together and abandon the narrow view of fish as stocks we can over-exploit, and instead consider them as vital parts of complex ecosystems, crucial for ocean resilience," the manifesto reads. "Fish populations need to be restored to a level where they can reproduce safely with a surplus we can harvest."

If Fish-Free February is a success - and Hillbourne "sees no reason" why it can't be as big as Veganuary - then businesses will have a sizeable commercial opportunity to exploit. Just as Veganuary helped to spur massive growth in the market for plant-based foods, so Fish-Free February could deliver a surge in demand for alternative fish products.

Already, the market for fishless foods is showing signs of innovation. This time last year Quorn launched a new range of fish-free products, with CEO Geoff Bryant predicting that seafood-style alternative proteins will become an increasingly important solution for feeding the global population sustainably.

In addition, earlier this week US firm Good Catch launched its plant-based tuna range in the UK. The pea, chickpeas, lentils, soy, and fava bean blend is available in Tesco, with co-found Derek Sarno describing the product as offering a "seafood experience without the sacrifice".

Even fishing giant Thai Union is experimenting with insect proteins to ease demand on fishmeal supply chains, telling BusinessGreen last year that it is also exploring how to use alternative proteins for direct human consumption.

If Fish-Free February takes off, these firms could fast find themselves at the leading edge of a new growth market. So far the campaign is in its infancy, with little under 100 people signed up to its pledge tracker. But the consumer trends suggest a focus on sustainable fish consumption could be poised for major growth, attracting the growing band of 'flexitarians' not quite ready to embrace vegetarianism or veganism in full, but eager to find ways to tweak their diet so as to reduce their environmental impact. Stevens said the campaign should appeal to people not ready to go "cold turkey" in halting consumption of all animal products.

Time will tell whether Fish-Free February will ever mimic the popularity and influence enjoyed by Veganuary. But its a clear reminder for campaigners and companies that sustainable diets don't stop at the shore.

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