VEGANUARY all year long

that’s the best thing each of us can do to fight climate chaos and spare animals from suffering.

Where do you see Vegan going over the next three years?

We believe that the future is plant based! Companies all over the world are starting to realize this and are investing more and more in vegan innovations. Virtually, every major retailer and restaurant chain in the UK is now rolling out promotions for Veganuary. I predict that over the course of the next few years, we’ll see the same happening in the US. Businesses that do not embrace the plant-based revolution will soon be obsolete.

By Christian Shane Dougherty

Veganuary is a non-profit organization that encourages people worldwide to try vegan for January and beyond. During the 2020 campaign, more than 400,000 people took our pledge to try a vegan diet, while more than 600 brands, restaurants and supermarkets promoted the campaign and launched more than 1200 new vegan products and menus in the UK market alone.

Throughout the year, Veganuary encourages and supports people and businesses alike to move to a plant-based diet as a way of protecting the environment, preventing animal suffering and improving the health of millions of people.

Wendy Matthews, US Director, was kind enough to take a time out of her busy schedule to talk with Greater Good Magazine.

What drives the motivation behind Veganuary?

Our vision is simple: we want a vegan world. A world without animal farms and slaughterhouses. A world where food production does not decimate forests, pollute rivers and oceans, exacerbate climate change, and drive wild animal populations to extinction. Veganuary exists to help people discover delicious plant-wbased foods and realize how easy it is to incorporate them into their lives. While the pledge is for 31 days, we certainly hope that people will choose to stay vegan after January because https://veganuary.com

Veganuary 2021 is the biggest yet. How are you handling the growth?

Campaign momentum and the shifting marketplace can act to reinforce each other, leading to what we like to call “the Veganuary effect.” As Veganuary attracts more participants (550,000 and counting for 2021 so far!) and more media buzz, businesses take notice and increase the availability of vegan options on shelves and menus. The popularity of Veganuary means kinder and more environmentally friendly choices for all consumers. As we expand globally, we’re bringing on a dynamic and talented international team to help localize content and resources and connect with local businesses.

WENDY MATTHEWS, US Director of Veganuary