Celebrity chef Hugh Acheson created a controversial campaign on species awareness to bring attention to endangered species—essentially, people were invited to a dinner to eat endangered species as a way to save them. Once people on the Internet caught wind of this idea, they quickly became angered and accused the stunt of being "appalling" and "stupid."
However, people were too quick to assume that the endangered species was an animal. While people thought they would be eating something exotic, the only species that was part of their meal that is truly endangered is the Cherokee Purple heirloom tomato. In order to bring food issues like this to light, this is just one part of a campaign to 'Save the Flavours' and remind people to care for fruit and vegetables in the same way that we look out for animals.