US animal welfare organization Humane World for Animals has launched Beansday, a weekly initiative encouraging people to replace animal-based foods with beans every Wednesday, backed by a social media PSA featuring actor Kevin Bacon temporarily rebranding himself as Kevin “Bean.”
The campaign includes a dedicated online hub with recipes from plant-based chefs and food influencers, alongside a public pledge. Bacon, who keeps horses, goats, pigs, and other animals on a 40-acre farm, appears in the PSA wearing a suit made entirely of beans.
“One simple change in what you eat every Wednesday makes a difference for animals.”
Kitty Block, president and CEO of Humane World for Animals, said, “Simple actions, like what we put on our plate, go a long way in helping animals. Beansday reflects our mission to tackle the root causes of animal suffering by making it easy for anyone to take a meaningful step for animals each week. By supporting people who choose to embrace more healthy, tasty, plant-based foods, we can also help build a better world for animals and our environment.”
Why beans, why now?
The case for beans as an affordable protein source has grown more pointed as food prices remain elevated. According to Humane World for Animals, beans contain more fiber per serving than most animal-based protein sources, carry no cholesterol, and produce significantly lower greenhouse gas emissions than conventional protein. The organization also cites data indicating that animal agriculture uses around 83% of global farmland while contributing just 37% of the world’s protein supply.
A campaign built around accessibility
Beansday is designed around repetition rather than transformation: a single swap, on a fixed day, every week. The approach is broadly consistent with other incremental reduction campaigns such as Meatless Monday, though Humane World for Animals positions the protein-specific framing as more actionable and cost-conscious for consumers navigating tighter household budgets.
Bacon stated, “Over the years, I’ve developed a deep connection with animals. You get to know them as individuals, and it makes you reflect deeply about the food choices you make. That’s why I loved the idea of Beansday. One simple change in what you eat every Wednesday makes a difference for animals. And if becoming Kevin Bean for a little while helps get people involved, I’m all in.”
