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Soapbox: Veganuary

Veganuary launched in 2014 when we welcomed 3,300 people to our very first plant-based pledge in January 2015. Since then, we have grown and grown, and inspired more than half a million people in 178 countries to try vegan for January. For 2020, we expect a bumper year, with participant numbers exceeding 350,000.

What do we want?

A world without factory 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. In short, we want a vegan world.

Our global mission begins with individuals taking a single step. We know that for many, becoming vegan can be daunting and we never forget how big a deal it was for us as individuals, too. That’s why we are all about inclusivity, supporting and encouraging, motivating and advising.

Why do people go vegan?

For those who cannot stomach seeing animals suffering inside filthy factory farms or being trucked to a terrifying slaughterhouse death, being vegan completely ends their association with such suffering. And none of it is inevitable. It happens only because people pay for it.

Veganism is also a great choice to better protect the environment. Animal farming is a key driver of climate change, deforestation, species loss and water pollution, including creating and exacerbating ocean dead zones. Moreover, the fishing industry is responsible for far more ocean plastic than takeaway cups and single-use straws. The single biggest thing we as individuals can do to protect the planet, according to Oxford University’s Joseph Poore, is to go vegan.

People also go vegan for their health. A balanced vegan diet is associated with reduced risks of heart disease, type 2 diabetes and some kinds of cancer. These are hugely significant long-term gains, but positive impacts can be felt much quicker than that. Our participants frequently report better digestion, clearer skin, improved sleep and better mental clarity. Those who are sporty report quicker recovery times with no loss of muscle, strength or speed.



Big names for a big campaign

Some of Britain’s best-loved vegans support Veganuary, either as Ambassadors, through creative projects or just by sharing our message.

Comedians Romesh Ranganathan, Sara Pascoe, John Bishop and Russell Brand have all supported our work, while EastEnders’ Kellie Bright and Emmerdale’s James Moore have this year joined our incredible list of Ambassadors alongside Evanna Lynch, Melody Kane, Chris Packham, George Monbiot, Sarah-Jane Crawford, Peter Egan and Jasmine Harman.

We also have the support of some world-class plant-based athletes, including Anthony Mullally, Hector Bellerin and Dustin Watten, and two renowned food innovators, Derek Sarno and Tammy Fry, are also Veganuary Ambassadors. This year, we are thrilled to be joined by Ecotricity founder and owner of Forest Green Rovers Football Club, Dale Vince and Member of Parliament Kerry McCarthy.

Is anyone famous taking part in 2020?

They are actually! Deborah Meaden (Dragons’ Den), Kellie Bright (EastEnders), Jane Fallon (author), Susie Dent (Countdown), Janey Lee Grace (Radio 2), Kate Thistleton (Radio 1), Rebecca Callard (The Detectorists) and Louisa Connolly-Burnham (Wolfblood) have all signed up!

What do participants get?

They receive daily emails throughout January with all the inspirational and practical information they need, from recipes, eating out tips and best places to shop. They also receive a free copy of our celebrity recipe e-book, as well as access to our closed Facebook group where the Class of 2020 will meet, trade experiences and support one another.

Where do I sign up?

Sign up at and why not encourage your friends to do the same?


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