Protesting fur is so last decade. Celebrities are now championing their favorite food-related causes, whether it's Paul McCartney asking Brits to cut back on meat, Jamie Oliver refusing to serve endangered bluefin, or celebs lining up to publicize a new film about overfishing, the Guardian reports. Why now? Government inaction and a stubborn sushi chain have riled up a few tempers.
A letter signed by several celebs had little effect on the Nobu chain, which refused to stop serving bluefin. So the producers of The End of The Line, a doc promoting sustainable fishing methods, rounded up a few celebs—and soon British actor Richard E Grant was posing for bare-chested publicity shots. The author whose book Line is based on says it's "awesome" to see his words "in the mouth of someone who didn't know anything about it until five minutes before."