A Salt Lake computer programmer is "putting the va-va-va-voom in vegetarianism" as one of 10 male finalists in a nationwide contest sponsored by People for the Ethical Treatment of Animals.

Brad Pitcher, 22, is a contender for the title of "Sexiest Vegetarian Alive" in a popularity poll conducted on the PETA Web site, www.GoVeg.com. He's on the list of "sultry soy boys;" there are no Utahns among the female "tofutti cuties."

Pitcher, who became a vegan 1- 1/2 years ago, said he decided to enter because "a lot of people told me I might have a good chance. They just thought there aren't that many vegetarians or vegans in Utah, and people tell me I'm pretty good-looking sometimes."

PETA campaign coordinator Ravi Chand agreed. "He just had a very, very gentle look, a very confident and intelligent look and he seems genuinely happy. I think that's all very attractive," Chand said from the organization's Virginia headquarters.

PETA received hundreds of entries, Chand said. "Our panelists really had a hard time narrowing it down," he said. The winners will be announce Feb. 13 and will receive more than $1,000 in prizes including cosmetics and vegan handbags.

Chand said Pitcher has a good chance of being selected to showcase the benefits of a meat-free — and, in the case of vegans, dairy-free — diet. "I'm hearing a lot of good stuff about Brad," he said. "I have high hopes for him."

Pitcher said he decided to give up meat and dairy products to get healthier. "It was really hard at first. Now it's just life," the recent University of Utah graduate said. "I used to eat lots of fast food. I miss how easy it was. I don't miss the food."

Vegetarians and vegans can be very healthy, Pitcher said, something he hopes his pictures demonstrate. "With guys especially, to show you can still be strong and have muscles and everything."