Aussie celebrity chef Simon Bryant will endure 12 hours simmering in a bear cage this Valentine’s Day, in an effort to highlight bear bile farming, and raise vital funds to help end the suffering. 

You can sponsor him here.

The TV chef, who recorded 150 episodes for ABC’s hit show “The Cook and the Chef”, is more used to serving up some of Australia’s finest candlelit dinners on Valentine’s Day, but this year he’ll spend the special day – which also happens to be his birthday – stuck in a tiny cage.

Simon, who is also an Animals Asia Ambassador, became a much-loved Australian television personality after earning his stripes at the Hilton Grange Adelaide, one of Australia’s premier eateries. Now he’s hoping his celebrity status can cook up a “recipe for freedom” and help end the suffering of Asia’s endangered moon and sun bears.

Simon Bryant said:

“Bear farming is an extreme example of animal abuse because the suffering lasts for years and years. I’m mindful that the 12 hours that I will spend in the cage is less than .005 per cent of the term that some bears are condemned to, but hopefully more people will become aware and help Animals Asia put a stop to a practice that is simply unacceptable.”

To show support for Simon, potential sponsors can donate here, or visit the Sustainable Living Festival in Federation Square, Melbourne from 7am to 7pm on Febuary 14 to check on his progress.

Animals Asia founder and CEO, Jill Robinson MBE said:

“We can’t thank Simon enough for what he’s doing. The more people who are aware of the daily torture endured by these majestic animals, the closer we get to ending the suffering. This gesture is a great reflection of Australia’s respect for animals and nature.”