A new month-long charity challenge gives Jaine Blackman some food for thought

Could you give up fried egg sarnies, cow’s milk in your cuppa and butter on your toast?

That’s what the three thousand people who have signed up for Veganuary – like Movember but instead of growing a tash you give up all dairy products as well as meat and fish – will be doing.

Veganism is a growing movement. The Oxford branch of the Vegan Society has around 200 members, regularly holds social meals and fields a pub quiz team once a month. “We also liaise closely with Oxford Students for Animals, a campaigning group, to put on film screenings and talks from Animal Rights activists,” said administrator Ben Jarvis, 20, a maths student.

While Veganuary would be preaching to the converted with Ben, organisers hope the initiative will open more people’s eyes to the benefits of veganism – saving the environment, improving your health and, of course, stopping animals suffering. It’s certainly catching on - high profile American couple Beyonce and Jay-Z recently went vegan for 22 days after a challenge from a friend.

Back in the UK, Veganuary – which has teamed up with the animal campaigning organisation Viva! to promote the initiative – is the brainchild of vegan businessman Matthew Glover.

“I wondered whether a concept like Movember (the hugely successful campaign which involves men growing moustaches in November while fundraising for prostate cancer research) could be used where healthy vegan eating could be promoted, whilst also raising money for animal charities,” he says. “It’s the perfect month for such a challenge with people more likely to consider diet changes after the excesses of the festive period.”

The campaign highlights the health benefits of a vegan diet, while informing participants about the positive impact their food choices will have on the lives of animals and the environment.

To support people with the transition, the website veganuary.com provides recipes, shopping lists and meal ideas for each day. It also encourages people to fundraise for Viva!

“I think that one of the major problems that groups promoting veganism have is that many people view it as a difficult and unreasonable lifestyle choice – they think that vegans have to go to specialist shops, buy expensive supplements and substitutes, foreswear eating out and suffer decreased health from undernourishment,” said Ben. “I think  that a large number of people adopting the diet for a brief period will help to expose these misconceptions, and show people that veganism is a healthy, cheap and, most importantly, not particularly difficult, lifestyle choice.

“Even if only a few participants continue with the diet after the month is up, I think that’s still a positive thing. In Oxford, Ben recommends The Gardener’s Arms, The Nosebag and Al-Shami as good places to eat out and says the worst thing about being vegan is “ the near impossibility of getting decent fake leather shoes”.
 

It’s not too late to join in. If you fancy taking part go to veganuary.com