“We’re Not Meat Shamers. We’re Plant Pushers.”: How Owners of Local Vegan Soul Food Restaurants Promote Healthy Eating in the African American Community

Abstract

Obesity remains a prevalent public health epidemic, and African American (AA) adults are disproportionately affected by obesity more than any other ethnic group, particularly in the Southern region of the United States. Addressing poor dietary habits is important for improving obesity rates among AAs, but there has been limited research that has focused on specifically developing culturally tailored interventions. With a recent number of soul food restaurants serving exclusively vegan meals opening up across the country to appeal to AAs and others interested in eating healthier soul foods, there is a unique opportunity to explore how these restaurants might impact AA dietary habits. The purpose of this study was to assess how owners of vegan soul food restaurants located in states within the Black Belt region view their roles as promoters of health in their community and to identify strategies that they use to make plant-based diets (PBDs) more culturally appealing in the AA community. In-depth interviews were conducted with owners (N = 12) of vegan soul food restaurants from seven states. Five themes emerged from the interviews related to (a) the restaurants providing access to vegan meals, (b) restaurant owners educating their customers about vegan diets and healthy eating, (c) using fresh ingredients to make vegan soul foods taste good, (d) addressing limited cooking skills among AAs, and (e) discussing nonhealth reasons to become vegan. The findings indicate there may be future opportunities for health educators to partner with these restaurant owners to improve healthy eating among AAs.