Thursday, November 9, 2023

New documentary ‘It’ll Never Catch On: The Veganuary Story’ reflects on 10 years of major success

From veganfoodandliving.com

Next month will see the premiere of a new documentary marking 10 years of success for Veganuary, called It’ll Never Catch On: The Veganuary Story.

The documentary will see the founders of Veganuary – Jane Land and Matthew Glover – reflect on their struggles and surprising successes as they’ve steered the campaign which has gone global after starting as an idea crafted at their kitchen table.

Despite its humble roots, the initiative has gone on to have some remarkable successes, garnering global headlines in the world’s largest publications, as well as attracting backers including Joaquin Phoenix, Joanna Lumley, Paul McCartney and Brian May.

Veganuary now has official chapters in eight countries and attracted participants from every country in the world except North Korea.

And it has attracted a number of high-profile participants including Chris Packham, Jasmine Harman, and Kellie Bright among others.

In the short film, these celebrities among others will reveal how taking part in Veganuary changed their lives.

Meanwhile, food industry giants including ASDA, Burger King and BOSH! discuss how it has revolutionised the food landscape in Britain. 

It’ll Never Catch On: The Veganuary Story


Speaking in a statement sent to Vegan Food and Living, a number of celebrities spoke about Veganuary and its successes.


Among them was Jasmine Harman, who took part in the first-ever Veganuary in 2014. She said: “I think I always knew Veganuary would blow up, and it would be huge but seeing just how big it got and how quickly has been just phenomenal.” She added: “I feel very proud and very privileged to have been with Veganuary from the start and to be one of their Ambassadors.”

Actor Peter Egan added: “Quite frankly, I would love everyone to experience the great joys of a plant-based lifestyle […] It’s such an inspiring and uplifting process to everyday know that you are living a compassionate, empathetic lifestyle.”

Meanwhile, poet Benjamin Zephaniah said: “I think in terms of promoting veganism to the mass media, Veganuary has probably been the biggest driver.

A healthy, sustainable future

When it comes to the burgeoning appetite for vegan food, Jonathan Moore, Senior Director of Food Innovation at Asda, said: “I think the time is right for veganism to grow to that stage of it doesn’t matter if you’re dipping in or dipping out; it’s about giving you choice.”

One of the initiative’s highest profile participants, Chris Packham, said: “We are staring into the face of a global climate and biodiversity disaster […] We need to change and particularly young people, you know, they’re looking to their immediate future and they want a healthy, sustainable planet, to have a healthy, sustainable future. 

“They’re making those choices and that’s why I feel confident that Veganuary will continue to prosper and continue to grow, and all credit to it and to all of those who take part.”

The 22-minute documentary will debut at Plant Based World Expo in London on November 16 and be followed by a Q&A featuring the founders as well as BOSH! The online premiere will follow on November 17 in conjunction with Plant Based News and will be open to everyone. 

https://www.veganfoodandliving.com/news/itll-never-catch-on-the-veganuary-documentary-story/ 

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