January is more than a time for New Year’s resolutions—it’s an opportunity to rethink our habits and make choices that benefit both ourselves and the planet. At the forefront of this global movement is Veganuary, an initiative that has inspired millions worldwide to embrace plant-based eating for the month of January—and often far beyond.
In this exclusive interview for The Green Londoner, we speak with Matthew Glover (see photo), the Co-Founder of Veganuary, to delve into the story behind the campaign, its extraordinary growth, and its far-reaching impact on people, animals, and the environment.
What sparked the idea for Veganuary, and how has it grown since the beginning?
The idea for Veganuary came from a simple yet powerful thought: “What if we could inspire people to try veganism just for one month?” In 2014, my Co-Founder Jane and I decided to channel our passion for animal freedom into a practical, hopeful project. We wanted to give people an easy, supportive way to make a difference for animals, the planet, and their health.
Since then, Veganuary has grown from a small grassroots campaign in the UK to a global movement. In 2023, over 700,000 people officially signed up to try Veganuary, and we know that millions more participated informally. It’s incredible to see the ripple effect—more plant-based options in supermarkets and restaurants, more conversations about veganism, and ultimately, more positive change.
What’s been the most rewarding outcome of Veganuary so far?
The most rewarding outcome of Veganuary has been witnessing its profound impact on both individuals and businesses. It’s inspiring to see hundreds of thousands of people try veganism, with many adopting it long-term, and to watch businesses embrace the movement by launching innovative plant-based products.
For example, in January 2025, Greggs reintroduced its Spicy Vegetable Curry Bake across all 2,000 stores, adding to its growing range of vegan-friendly options. Papa John’s collaborated with La Vie to create a vegan Hawaiian pizza, offering plant-based ham and pineapple to cater to the increasing demand for plant-based fast food. Meanwhile, Lidl announced plans to triple its plant-based range and made significant steps to meet its goal of having 25% of its protein sales come from plant-based options by 2030, with new products launching nationwide. These examples highlight the cultural shift towards plant-based living, driven by consumer demand and corporate innovation.
What challenges did you face in encouraging dietary change?
The biggest challenge in encouraging dietary change is overcoming deeply ingrained misconceptions and cultural habits. Many people still perceive veganism as too difficult, expensive, or restrictive, which can feel intimidating for those considering the switch. Additionally, there are significant cultural and social barriers. Food is deeply tied to traditions, family gatherings, and a sense of identity. For many, changing their diet can feel like stepping away from shared experiences or even challenging cultural norms. Social pressure also plays a role, as people worry about being judged or standing out among friends and family.
Research supports this, showing that resistance to plant-based eating often stems from a mix of emotional, practical, and societal factors. For instance, people worry about how to prepare plant-based meals, whether they’ll enjoy them, or how they’ll be perceived by others. There’s also the misconception that veganism is inherently expensive or requires niche ingredients. These fears can act as significant barriers, even when people are aware of the environmental, health, and ethical benefits of plant-based living.
How does Veganuary help overcome these challenges?
Humour and kindness are central to our approach—we inspire rather than judge. For example, instead of asking people to make drastic changes overnight, we encourage them to start small, perhaps by recreating their favourite meals with plant-based alternatives. To tackle social and cultural challenges, we emphasise community. Veganuary’s online support groups allow participants to connect with others on the same journey, share tips, and celebrate small wins. We also collaborate with influencers and chefs from diverse cultural backgrounds to show that veganism can respect and celebrate culinary traditions.
For those trying Veganuary for the first time, what are your top tips to make it easier?
Veganuary focuses on making the transition to plant-based living as accessible and supportive as possible. We address practical concerns by offering free resources, such as meal plans, shopping guides, and easy recipes. We also work closely with big brands and supermarkets to ensure plant-based options are widely available and affordable, proving that veganism is compatible with all lifestyles and budgets.
The first and most important step for anyone trying Veganuary is to sign up on our website. By signing up, you’ll gain access to our free email course, packed with everything you need to make your vegan journey a success. Each day, you’ll receive tips, recipes, shopping guides, and inspiration to keep you motivated and informed. It’s like having a personal guide to veganism delivered straight to your inbox, making the process much easier and more enjoyable. You can sign up today and start preparing for your Veganuary journey!
When it comes to making the transition, start simple and focus on the foods you already love. If you enjoy pasta, pizza, curries, or burgers, there are fantastic vegan versions of all these dishes. Experiment with plant-based alternatives for milk, cheese, and meat—there’s a world of delicious options out there! Stock up on pantry staples like beans, lentils, pasta, and spices to make cooking at home easy and affordable.
Joining Veganuary’s online community can also be a game-changer. It’s a supportive space filled with people sharing tips, recipes, and their own experiences. Knowing you’re part of a global movement can be incredibly motivating. And most importantly, be kind to yourself. If you slip up, don’t feel discouraged—it’s all part of the learning process. Every step you take towards a plant-based diet makes a difference, and we’re here to support you every step of the way.
How does London stand out in embracing plant-based living and Veganuary?
London has long been at the forefront of the global vegan movement and remains the beating heart of Veganuary. As one of the most dynamic and diverse cities in the world, London has cultivated an environment where plant-based living thrives like nowhere else. From its cutting-edge vegan restaurants to its vibrant street food markets, the city offers an unparalleled variety of plant-based cuisines that reflect its multicultural identity. Whether it’s fine dining, fast food, or innovative food startups, London is the ultimate playground for anyone embracing a vegan lifestyle.
What sets London apart is the enthusiasm and creativity with which it embraces Veganuary each year. Restaurants and retailers across the city consistently go above and beyond to celebrate the movement, introducing exciting new vegan menus and products. From chains like Dishoom to independent cafes and gourmet eateries like Gauthier Soho, London’s food scene has become a model for how cities can adapt to growing demand for plant-based options.
Ultimately, London’s enthusiasm drives global awareness of plant-based living, showcasing how it can be embraced at scale.
