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Rip left his job as a firefighter in 2009 to team up with Whole Foods Market as one of their Healthy Eating Partners to raise awareness for Whole Foods employees, customers and communities about the benefits of eating a plant-strong diet. As the founder of Engine 2, Rip develops and implements a range of programs and events geared toward education, inspiring and nurturing plant-strong living for individuals, families and organizations across the globe. 

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