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|Focus||Vegetarianism, veganism, factory farming, animal rights|
|Method||Campaigning, undercover investigations, monitoring research|
Viva! is a British animal rights group, which focuses on promoting veganism. It was founded by Juliet Gellatley in 1994. Viva! carries out undercover investigations to expose the abuse of factory farmed animals and produces information on how to go vegan including recipes and shopping guides. It is a registered charity.
Viva! is an active animal rights' campaigning organisation, working on issues such as factory farming and slaughter and is based in Bristol, with a branch office in Poland. Campaigns include End Factory Farming, Eat Green, Foie-Gras free Britain, Exotic Meat, Ban the Farrowing Crate, Dark Side of Dairy and youth campaigns including The Big Coverup. The biggest current campaigns include Hogwood Pig Farm, and Scary Dairy's "Trash" campaign, highlighting the dairy industry's forgotten victims: male calves. 
Following on from its success with former biannual national "Incredible Vegan Roadshow" in London, Viva! now organises six annual festivals across the UK designed to help people become vegetarian or vegan. These are: Bristol Viva! Vegan Festival, Cardiff Viva! Vegan Festival, Swansea Viva! Vegan Festival, Stockport Viva! Vegan Festival, Birmingham Viva! Vegan Festival and Coventry Viva! Vegan Festival. Viva! also do a number of outreach events each year to raise awareness and support of its current campaigns.
Publications and Resources
In addition to producing leaflets, factsheets, guides, posters, wallcharts, health and nutrition reports, websites, podcasts, blogs and other resources, the group publishes a triannual journal entitled Viva! LIFE, which includes recent campaign updates, as well as vegan recipes, vegan lifestyle articles, information about new vegan products and businesses and cutting edge vegan health and nutrition advice. It also published a Viva! Cookbook in 2014. Viva! also has its own online shop where you can buy lots of Viva! merchandise, clothing, books, food and gifts.
In The Press
In 2009, Viva! criticised supermarket chain Tesco for turning 5,000 tonnes of meat that passed its sell-by date into electricity by burning it. Viva! argued the meat industry was too cruel and wasteful, and converting out-of-date meat into heat with a lot of CO2 as byproduct was not environmentally sustainable, but Tesco defended its decision.
In 2012, Viva! stated that it favoured the development of cultured meat. "Certainly, with over 950 million land animals slaughtered in the UK each year, and the vast majority of them factory farmed in awful conditions, anything that saves animals from suffering is to be welcomed," former Viva! spokesman and campaign manager Justin Kerswell said, adding that individuals should make up their own mind on whether or not they would consume it themselves, because 'vegetaranism and veganism aren't religions'.
- "About Viva!". Viva! Website. Archived from the original on 2012-01-25. Retrieved 2012-01-24.
- "Viva! at the Charity Commission".
- "Star Supporters!". Viva! Website. Archived from the original on 2009-03-03. Retrieved 2009-07-06.
- "Paul McCartney!". Viva! Website. Archived from the original on 2008-12-02. Retrieved 2009-07-06.
- Murray Wardrop (6 August 2009). "Tesco criticised by vegetarians for using waste meat to generate electricity". The Daily Telegraph. Retrieved 20 January 2018.
- Chi Chi Izundu (23 February 2012). "Could vegetarians eat a 'test tube' burger?". BBC News. Retrieved 20 January 2018.