The Veganuary campaign has announced more than one million people have taken part since it began six years ago.
The campaign, where people pledge to try vegan for 31 days, was forged on a kitchen table in York by a husband and wife team, and official participant numbers have grown year on year from 3,300 in 2014 to 400,300 signing up in 2020.
Matthew Glover, co-founder and Chair of Veganuary, commented: “When my wife, Jane, and I decided to launch a new year’s vegan pledge in 2014, we expected only 1,000 people to take part. More than 3,000 signed-up and we were blown away. Now, Veganuary is a bigger feature in the retail calendar than Christmas, reflecting the ever-increasing number of people choosing plant-based food.”
Toni Vernelli, Veganuary’s International Head of Communications, added: “At a time when many feel helpless about the state of the world, Veganuary offers people a way to take positive action. Reaching the one million milestone in the middle of this pandemic shows it’s exactly what many people need right now.”