PLANTSTRONG and Recent Work In 2019, Esselstyn rebranded his Engine 2 business as PLANTSTRONG, expanding into a line of whole-food, plant-based food products, meal planning services, and educational content. The company emphasizes simplicity, accessibility, and avoiding ultra-processed foods. As CEO, Esselstyn has positioned PLANTSTRONG as a voice in the fight against nutritional confusion, advocating for evidence-based, minimally processed diets. He also hosts the PLANTSTRONG Podcast, where he interviews experts in nutrition, lifestyle medicine, and plant-based living.
Writing Whilst he grew up eating the standard American diet, Esselstyn switched to a whole-foods plant-based diet in 1987, cutting out meat, fish, eggs and dairy. He was also inspired by
Dave Scott, who was a vegetarian. Esselstyn describes his approach as "plant-strong" and has trademarked the term. He says he avoids the word "
vegan" in case it discourages people, and believes that "plant strong" sounds healthier and more inclusive.
The Engine 2 Diet (2009) In 2003, when a co-worker at the Engine 2 fire department discovered that his
cholesterol was very high, Esselstyn encouraged the Engine 2 team to switch to a whole foods, plant-based diet to help their colleague. This experience eventually led him to write
The Engine 2 Diet, which begins with a foreword by
T. Colin Campbell, author of
The China Study (2005).
The Engine 2 Diet appeared on
The New York Times Best Seller list and was endorsed by Chicago Mayor
Rahm Emanuel, who made a public appearance with Esselstyn in January 2013. In 2010,
Whole Foods Market included
The Engine 2 Diet as a "Healthy Eating Partner".
My Beef With Meat (2013) In 2013, Esselstyn released another book,
My Beef With Meat. It was a
New York Times best seller ("Advice, How-To, & Miscellaneous List") that reached the #1 spot for the week of June 2, 2013.
Forks Over Knives Esselstyn appeared, along with his father and T. Colin Campbell, in the 2011 American documentary on whole foods, plant-based eating,
Forks Over Knives. He later developed and starred in the follow-up documentary,
Forks Over Knives Presents: The Engine 2 Kitchen Rescue with Rip Esselstyn. ==Personal life==