For Immediate Release

December 18, 2024 – Veganuary–the global movement encouraging people to try vegan in January and beyond–has opened registration for its 2025 campaign, and Canada has officially joined as one of 20 participating countries around the globe.  

When Veganuary first started in 2014, 3,300 people signed.  Last year, around 25 million people participated globally.* 2025 is set to be even bigger with Canada, Malaysia and Peru among the countries added for January.

Veganuary has a number of celebrity ambassadors, including  Alicia Silverstone, Paul McCartney, Joaquin Phoenix, and Canadians like Pamela Anderson and Bryan Adams.

The Veganuary Canada Coalition (the Coalition)–a group of Canadian vegan nonprofits–is leading the campaign. By inspiring and supporting Canadians to eat more plants, the Coalition aims to tackle several key challenges facing Canada through the initiative.  

Most Canadians, for example, consume just half of their recommended daily fiber intake. Almost 80 percent aren’t eating enough fruits and vegetables. Plant consumption is directly linked to lower rates of heart disease, Canada’s top killer, and other chronic diseases such as diabetes and some cancers.  Canada led the way encouraging more plant-forward eating with its last update of the Canada’s Food Guide in 2019, and other countries have since followed with similar updates.

Eating more plants can also greatly benefit the planet.  Plant-based foods have half the carbon footprint, require far less land and water and don’t create pandemic risks. Notably, Canada is one of the highest per-capita-emitting countries in the world.  

As food prices rise, vegan diets can help Canadian households save money: a huge study of 150 countries found that households in high-income countries can slash their food bills by up to one-third by going vegan. 

Supporting Canadians to Put More Plants on The Plate 

With some surveys suggesting that over 40 percent of consumers in Canada are trying to include more plant-based foods in their diets, Veganuary can play a role in converting these aspirations into action.  81 percent of Veganuary 2024 participants reported significant diet change after six months**.  

Making plant-based cooking easier is a popular feature of the initiative.  A star-studded lineup of chefs and celebrities are supporting the 2025 campaign with exclusive tips and delicious plant-based recipes. Participants will receive a free Celebrity eCookbook featuring recipes from Hollywood stars, including actors Woody Harrelson and Bethany Antonia, singer-songwriter Nicola Roberts and celebrity chefs like UK TV personality, Hugh Fearnley-Whittingstall. With a range of recipes, from a breakfast option by Venus Wiliams, to a dessert by Dr. Jane Goodall, Veganuary participants are set to experience the wide variety of tastes and flavours afforded by plant-based eating, for any meal of the day.

Notes to Editor

People can sign up in English or French at Veganuary.com for free to receive the Celebrity eCookbook, the Official Veganuary Starter Kit and daily emails packed with nutritional info, delicious recipes, meal plans and helpful advice. 

The Veganuary Canada Coalition is a national initiative brought together by VegTO, VegOttawa Association, Vancouver Humane Society, Plant-Based Canada, Festival Végane de Montréal, and Calgary Vegan Society. Learn more about the organizations here: The Veganuary Canada Coalition

Contact:
Veganuary Canada Coalition
Email: veganuarycanadacoalition@gmail.com
Website: veganuary.com
English: veganuary.com/en-ca/the-veganuary-canada-coalition
French: veganuary.com/fr-ca/partner/canada-coalition/
Instagram: @veganuarycanadacoalition

*Based on YouGov surveys commissioned by Veganuary in January 2024 in our core countries and the population estimates in those countries

 “The survey was sent by Veganuary to 277,000 of the people who received 31 daily emails during the 2024 campaign. 5,931 people responded.”

Regional:

Ottawa

• Despite the city’s leadership in green initiatives, the environmental impact of food – particularly through animal agriculture – continues to be overlooked in Ottawa. Addressing this disconnect and shifting toward plant-based options is important for reducing food-related emissions and meeting the city’s sustainability goals.
• Ottawa residents, like many Canadians, face health challenges related to diet, with a significant portion not meeting daily fruit and vegetable intake recommendations. Promoting plant-based eating can play an important role in addressing chronic diseases.
• Research shows that Canadians are increasingly open to reducing their meat consumption. This public shift presents an exciting opportunity for Ottawa to lead the way in plant-forward initiatives and policies that reflect the growing demand for healthier, more sustainable food choices.

About VegOttawa Association:

Established in 2006, VegOttawa Association is a non-profit, membership-based organization dedicated to promoting and supporting vegan lifestyle, businesses and community in Ottawa.

VegOttawa is taking steps to make a meaningful impact on policy change both locally and beyond, in collaboration with environmental sustainability and animal advocacy organizations. They are also planning VegOttawa Fest 2025 to inspire plant-based lifestyle. The festival will feature guest speakers, organizations, and vegan businesses that highlight the benefits of plant-based living. 

Calgary

• The Calgary Vegan Society is a non-profit organization located in Calgary, Alberta. Our mission is to foster a more vegan-friendly city by promoting kindness towards animals, environmental sustainability, and the benefits of a cruelty-free lifestyle. We organize events, provide educational resources, and offer support to individuals interested in adopting a plant-based diet. 
• This January, we are proudly working, as part of  the Veganuary Canada Coalition, to promote vegan options to Calgarians, and encourage Calgarians to embrace a vegan lifestyle for the month as a way to explore healthier, sustainable, and compassionate living. 

Montreal / Quebec

How the Veganuary campaign can help Montreal align with its Sustainable Development Goals

• Taking climate action to a next level: Montreal has made a commitment under the C40 Good Food Cities Declaration, but we feel it can do better and we have yet to see the city’s administration take other engagements towards becoming a more sustainable and vegan-friendly city.
• Reaffirming Montreal’s leading position regarding veganism: With its 40+ vegan restaurants and coffee shops/bakeries, Montreal is the most vegan-friendly city in ‘La belle province’. 
• Making a healthier Montreal: 16% of Montreal families are living with food insecurity. A vegan plate is cheaper and healthier for everyone. Opting for plant protein can help prevent chronic conditions like heart disease and diabetes. ‘’Plant-based protein foods can provide more fibre and less saturated fat than other types of protein foods. This can be beneficial for your heart health’’ according to the most recent Canada’s food guide.

About the FVMtl

• The Festival végane de Montréal’s inception dates back to 2014 when it was an event of the Montreal Vegetarian Association. It’s a registered nonprofit, since 2017, organizing an annual event celebrating the progress of the vegan movement in Montreal/Québec through lectures, cooking demonstrations and an expo featuring local vegan and vegan-friendly businesses, organizations and vegan restaurants.

Toronto

How the Veganuary Campaign Can Help Toronto Align With the City’s Priorities

• Bridging the disconnect on food: For all of Toronto’s leadership on climate and food justice initiatives, and despite its plant-forward commitments under the C40 Good Food Cities Declaration and the Cool Food Pledge, there’s still a disconnect around food.  It’s the top source of emissions in the city, of which meat and dairy account for one-third.  The time to accelerate action on food is now.
• Accelerating climate action: Shifting to plant-based eating can significantly reduce Toronto’s food-related emissions, a critical step in meeting climate targets.  The C40 Report “Future of Urban Consumption in a 1.5°C World” emphasizes that “Adopting dietary change is the consumption intervention with the greatest potential for emission reduction”. 
• Improving public health: Toronto’s Population Health Profile highlights that more than four in five residents don’t consume enough fruits and vegetables a day.  Increasing plant consumption in the city would have a huge impact on reducing chronic diseases–including heart disease, diabetes, and some cancers, which kill nearly 90 percent of Canadians and drive the bulk of our massive healthcare costs.  The Canada’s Food Guide also continues to be heavily underused: over 75 percent of the GTA either doesn’t use, or hasn’t heard of, it.  
• Leveraging public support: Angus Reid polling data shows that 64 percent of GTA residents want to reduce their meat consumption. And 94 percent support more plant-based foods in public spaces!

About VegTO:

• The mission of VegTO, Canada’s oldest vegan nonprofit, is to inspire people to choose plant-based living – for the animals, our health and the planet.
• For the past 39 years, VegTO has run one of the largest vegan food festivals in North America.  It remains the only free vegan food festival in Toronto. 

Vancouver 

How the Veganuary Campaign Can Help Vancouver Align With Its Climate and Food Justice Goals

• Addressing Climate Commitments: Vancouver has set ambitious climate targets through initiatives like the Climate Emergency Action Plan and Greenest City Action Plan. However, food remains an under-addressed factor in achieving these goals, despite animal-based foods being significant contributors to emissions. Shifting toward plant-based eating can help Vancouver meet its targets by reducing food-related greenhouse gas emissions.
• Leading in Inclusivity: Vancouver is a diverse city where inclusivity matters. Promoting plant-based eating aligns with cultural and dietary preferences for a growing segment of the population, including those with lactose intolerance or ethical considerations. A recent survey in British Columbia found that 62% believe removing surcharges for plant-based milk promotes inclusivity, particularly among women and younger demographics in Metro Vancouver.
• Improving Public Health and Sustainability: Vancouver residents have expressed strong support for healthier, sustainable food systems. With heart disease remaining a leading cause of death, it’s concerning that only 28.6 percent of Canadians aged 12 and older report consuming fruits and vegetables five or more times per day according to Statistics Canada, indicating a need for dietary improvements to enhance public health and reduce environmental impacts. 
• Consumer Support and Opportunity: The demand for plant-based options is clear, with 25 percent  of British Columbians indicating they would order plant-based milk more often if surcharges were removed from cafes. This trend signals an opportunity for businesses to cater to evolving consumer preferences while aligning with sustainability goals.

About Vancouver Humane Society:

• The Vancouver Humane Society (VHS) is dedicated to creating a kinder, more compassionate world for animals and people. Through its advocacy, education, and outreach programs, VHS works to reduce animal suffering, promote sustainable practices, and support plant-forward initiatives that benefit public health, the environment, and animals.
  • Restaurant Toolkit: Future Proof Your Menu is a resource designed to help restaurants add more plant-based options to their menus. The toolkit includes practical tips on ingredient swaps, recipe development, and marketing strategies to meet growing consumer demand for sustainable, inclusive dining choices​.
  • School Toolkit: Aimed at empowering students and educators, the Plant-Based Eating Toolkit provides resources to advocate for more plant-based food options in schools. Created for secondary schools (grades 8-12), the toolkit empowers student clubs and educators to advocate for plant-based food choices. It includes step-by-step guides for starting clubs, tips for campaigns, letter-writing templates, petitions, school announcements, fundraising ideas, and success stories from other schools to inspire meaningful change.

In addition to its focus on farmed animal welfare and plant-based education through initiatives like PlantUniversity, VHS runs programs that improve the lives of companion animals, advocates for policy changes to protect all animals, and engages communities across British Columbia in building a more humane and sustainable future.