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Veganuary is a UK nonprofit organization that encourages people to go vegan for the month of January as a way to promote and educate about a vegan lifestyle. Since the event began in 2014 participation has more than doubled each year.


The first event was January 2014.[1]


Veganuary is a crowdfunded campaign to issue a challenge each January promoting eating vegan for the month.[2]:36

Participants sign up online and receive a downloadable "starter kit" and daily support emails.[3] They're offered an online "vegan starter kit" with restaurant guides, product directories,[2]:36 and a recipe database.[2]:38 Participants are encouraged to share images and recipes to social media, which according to academic Alexa Weik von Mossner creates a sense of community and communicates the message that veganism is easy and fun.[2]:37


Gentleman's Quarterly noted "it’s a clever way to introduce a new way of nutritional thinking at a time of year where our mind is hardwired to explore ways to better ourselves."[4]

A January 2019 slump in UK pub receipts was blamed on Veganuary.[5]


Tobias Leenaert postulated the popularity of the campaign may be partially due to the organizers' decision to promote "trying" veganism for a specific period vs. "going vegan," which allows participants to decide not to continue with an all-vegan diet without feeling as if they've failed.[2]:36 Von Mossner agrees and points to the "light-hearted" and generally positive tone of the promotional materials, which feature attractive and "frequently named animals" with captions like, "Save little Eric—Try Vegan this January" rather than images of animal abuse.[2]:37

Signups for the 2019 event were reported to be as many as 14,000 per day for a total of 250,000 signups from 193 countries by the end of December.[6]

In 2018 170,000 people signed up, a 183% increase over 2017 numbers.[7]

For the 2017 campaign, 50,000 participants had signed up as of January 4 of that year.[8]

Since the event began in 2014, participation has more than doubled each year.[6]


Von Mossner pointed out that downplaying facts about the lives and deaths of food animals omits important information and that the strict emphasis on food ignores veganism as a lifestyle.[2]:38

See also[edit]


  1. ^ Maynard, Micheline. "Happy Veganuary: Vegans And Vegetarians Are In The 2019 Dining Spotlight". Forbes. Retrieved 19 February 2019.
  2. ^ a b c d e f g Alexa Weik von Mossner (2019). "How We Feel about (Not) Eating Animals" in Through a Vegan Studies Lens: Textual Ethics and Lived Activism. University of Nevada Press. ISBN 978-1-948908-11-5.
  3. ^ Wicks, Lauren. "Here's Everything You Need to Know About "Veganuary"". Cooking Light. Retrieved 19 February 2019.
  4. ^ Knight, Nick. "Veganuary is here: what you need to know". Gentleman's Quarterly. Retrieved 19 February 2019.
  5. ^ Gill, Oliver. "'Veganuary' blamed for January pub hangover". Telegraph. Retrieved 19 February 2019.
  6. ^ a b Topping, Alexandra. "Year of the vegan? Record numbers sign up for Veganuary". The Guardian. Retrieved 19 February 2019.
  7. ^ McCoole, Veena. "Going Vegan This January? A London Food Entrepreneur Shares Her Tips For Veganuary". Forbes. Retrieved 19 February 2019.
  8. ^ "Veganuary: Is following a vegan diet for a month worth it?". BBC. January 4, 2017. Retrieved 19 February 2019.

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