The other day, Mariann confessed her love for Dr. Joel Fuhrman, (mostly) vegan doctor extraordinaire. She also reported that Whole Foods was considering teaming up with Fuhrman on a healthy eating project, but the info was still somewhat amorphous.

Amorphous no more(phous)! According to a press release that went out today from Whole Foods Headquarters, the natural food store giant is launching a brand new “Health Starts Here” program, aiming to “promote the health of our stakeholders through healthy eating education.” Sounds groovy, right? Wrong. Groovy was yesterday. Today, we’re talking dynamite.

The “Health Starts Here” program has three main principles: plant-based, nutrient-dense, and whole foods. And the two leaders of the program? Dr. Furhman of Eat Right America, and Rip Esselstyn (a firefighter with a cause) of The Engine 2 Diet.

Which means: Not only are Fuhrman and Esselstyn effectively spreading the vegan message to the mainstream (!), but this new launch with Whole Foods will likely create for them some (organic, whole grain) bread and (fair-trade vegan) butter.

Now you’re talkin’.