FOUNDERS JANE LAND AND MATTHEW GLOVER
Once upon a time, vegan options in restaurants were limited to disappointing wilted salads and dry jacket potatoes. And if you fancied something sweet, accidentally vegan foods like dark chocolate would be your best bet. Fast forward to 2023 and we are spoiled for choice in restaurants and supermarkets. But eating plant-based didn’t go from niche to norm overnight. The shift has been driven by initiatives such as the V eganuary campaign, a rise in eco-conscious consumers and a move towards health-focused eating. Over the last decade, the ‘V eganuary effect’ has taken Britain (and the world) by storm, with millions of people taking part and thousands of businesses getting involved since its launch in 2014. What will the next 10 years of this food revolution bring?