Viva! (organisation)

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Viva's logo
Founded 1994 (1994)
Founder Juliet Gellatley[1]
Type Animal rights
Focus Vegetarianism, veganism, factory farming, animal rights
Area served
 United Kingdom
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.[2]


Viva! is based in Bristol, with a branch office in Poland. The group is an active campaigning organisation, working on issues such as factory farming and slaughter. 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.[citation needed]

Viva! organizes the biannual national "Incredible Vegan Roadshow" in London, along with other regional roadshows across the UK designed to help people become vegetarian or vegan. In addition to producing leaflets, guides, reports, websites and other materials, the group publishes a triannual journal entitled Viva! LIFE, which includes recent research and campaign information, as well as vegan recipes. Viva! enjoys the patronage of numerous well-known entertainers, including Martin Shaw, Heather Mills, Michael Mansfield QC, Jerome Flynn, Hayley Mills and Paul McCartney.[3][4]

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 argued the meat industry was too cruel and wasteful, and converting out-of-date meat into heat with a lot of CO2 as byproduct was not environmentally sustainable, but Tesco defended its decision.[5]

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," 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'.[6]

See also[edit]


  1. ^ "About Viva!". Viva! Website. Archived from the original on 2012-01-25. Retrieved 2012-01-24. 
  2. ^ "Viva! at the Charity Commission". 
  3. ^ "Star Supporters!". Viva! Website. Retrieved 2009-07-06. 
  4. ^ "Paul McCartney!". Viva! Website. Archived from the original on 2008-12-02. Retrieved 2009-07-06. 
  5. ^ Murray Wardrop (6 August 2009). "Tesco criticised by vegetarians for using waste meat to generate electricity". The Daily Telegraph. Retrieved 20 January 2018. 
  6. ^ Chi Chi Izundu (23 February 2012). "Could vegetarians eat a 'test tube' burger?". BBC News. Retrieved 20 January 2018. 

External links[edit]

  • Viva! - Main website of the organisation
  • VVF - Main website of the organisation's sister charity
  • Viva! USA - US Website of the organisation
  • Viva! ratuje konie - Polish website of the organisation