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Veganuary: Why It Matters and How Cafés Can Thrive
Every January, millions of people around the world choose to go vegan for a month. Whether for health, sustainability or animal welfare, Veganuary has become a powerful global movement that reshapes how we eat, drink, and think about food. For cafés, it’s not just a passing trend, it’s a golden opportunity to boost sales, attract new customers, and showcase delicious plant-based options. At Projuice, we offer vegan options across many of our ranges.
Where It All Began
Veganuary started in the UK in 2014, founded by a couple, Jane Land and Matthew Glover, who wanted to inspire people to try a vegan lifestyle for January and maybe longer. What began as a small non-profit campaign exploded into a worldwide phenomenon.
In its first year, around 3,000 people pledged to take part. Fast forward to today, and over 2 million people across more than 200 countries have participated. Big brands and chains like Pret, Costa, and Greggs have joined in, launching limited-edition menus and promoting plant-based eating more than ever before.
The goal has always been simple: help people see that veganism isn’t restrictive or complicated. It’s exciting, accessible, and good for the planet.
Why Veganuary Matters
Veganuary taps into growing public interest in sustainability, health, and ethical consumption. Experts estimate that even a single month of vegan eating can significantly reduce carbon footprints, water use and environmental impact. A 2023 report by Oxford University found that adopting a plant-based diet can reduce greenhouse gas emissions by up to 73%. That’s a powerful message for eco-minded consumers.
From a health perspective, vegan diets (when well-balanced), can lower cholesterol, reduce the risk of heart disease, and promote energy and wellbeing. For younger generations especially, food choices are about more than just taste; they’re about values, lifestyle, and making a difference.
What Veganuary Means for Cafés
January can often be a quiet month for the hospitality industry, but Veganuary gives cafés a reason to reignite interest. It’s a time when people are eager to make positive changes and explore new tastes. Cafés that embrace this movement stand to benefit in several ways:
- Attract new customers: Offering vegan options can appeal to ethical eaters and curious foodies trying Veganuary for the first time.
- Retain regulars: Giving plant-based diners more choice keeps your menu inclusive and approachable.
- Boost your brand image: Customers love supporting cafés that care about sustainability and innovation.
- Create social media buzz: Instagram-friendly smoothies and vegan treats practically advertise themselves.
Simple Ways to Join the Movement
You don’t need to overhaul your whole menu to get involved — even small swaps can make a big impact. Consider adding or highlighting vegan-friendly options this January, such as:
Highlighting vegan options on your menu or promoting a “Veganuary Special” drink or dessert can drive both engagement and sales — all while supporting a feel-good cause.
Make Veganuary Work for You
Veganuary isn’t just a campaign; it’s a yearly wake-up call to rethink how we eat and serve food. For cafés and hospitality businesses, it offers the chance to tap into a growing market that values both flavour and ethics. With Projuice’s plant-based range, you can make participation simple, profitable, and delicious.
Why not make this year the year your café puts vegan options centre stage? With a little creativity and the right ingredients, Veganuary could become your busiest — and brightest — month of the year.