Veganuary

As a Vegan, I’ve always been intrigued by how “vegan” marketing works—especially when it comes to ads trying to convince people to go vegan. Let’s be honest, they usually fall into one of two camps:

1. The “shock and awe” approach with heartbreaking videos of animals suffering.

2. The “emotional tug” that asks, “Why do we call some animals friends and others food?”

Don’t get me wrong, I get the intention behind these strategies and support their messaging, but here’s the thing: when I talk to non-vegans about them, they often say these tactics make them feel more defensive than inspired. In fact, some even admit it pushes them further away from the idea altogether! 

So, why am I bringing this up? Because it got me thinking: instead of trying to guilt or scare people into change, what if I just shared my story? The why, how, and what of my journey from meat enthusiast to full-blown vegan. Maybe, just maybe, it will inspire you to give Veganuary a go.

A Meat-Lover’s Beginnings

I grew up in a family where animal products were the staple of most meals. Meat, cheese, eggs—you name it, we ate it. And I loved it. I’d be lying if I said I don’t still sometimes get cravings for a juicy steak or crispy bacon.

But as much as I loved animals (and I really did – my childhood dream was to become a vet or marine biologist), it wasn’t until my mid-20s that I started questioning my diet. It felt… contradictory. How could I claim to love animals while eating them?

At first, I tried to walk the ethical tightrope: sticking to “happy” meat and dairy from “humane” farms. Spoiler alert—it’s a myth. Unless you own the farm and know every single practice, it’s almost impossible to guarantee. Eventually, I realised the only way to align my values and my plate was to go vegetarian.

The Vegetarian Chapter

Giving up meat was hard, but not as hard as I expected. I lived in Barcelona at the time, where veggie options weren’t exactly plentiful, but I managed. Admittedly, I started off as what I like to call an “unhealthy vegetarian.” Think carbs, cheese, and processed meat substitutes galore. Tasty? Yes. Healthy? Not so much.

Luckily, I soon discovered the magic of cooking with fresh veggies, tofu, tempeh, and grains. Once I stopped treating them as side dishes and made them the star of my meals, a whole new culinary world opened up. Corn ribs? Buffalo cauliflower? Mexican lasagna? Yes, please.

Enter Veganism

Fast-forward to about 10 years ago, when the conversation around the environmental impact of animal farming became impossible to ignore. It wasn’t just about animal welfare anymore—going plant-based was about saving the planet too.

So, about four years ago, I took the plunge and went fully vegan. Was it easy? Not exactly. Giving up cheese, in particular, was rough (vegan cheese has come a long way, but let’s be real—it’s no Brie). Socially, it was also tricky at first, but these days, vegan options are everywhere, and they’re good. Even my non-vegan family has been blown away by the creativity and flavour of plant-based dishes.

Tips for Your Veganuary Journey

If you’re thinking about trying Veganuary, here are some tips from someone who’s been there, done that, and still occasionally dreams about bacon:

• Give veggies the spotlight: Treat vegetables, grains, and beans as the main event, not the supporting act. Trust me, your taste buds will thank you.
• Ease in or go cold turkey (no, not that turkey!): Find what works for you. Some people do better with a gradual transition; others (like me) prefer to dive right in.
• Don’t sweat the slip-ups: Strict vegans might cringe, but if the occasional non-vegan treat helps you stay on track overall, that’s a win in my book.
• Remember your why: Whether it’s for the animals, the environment, or your health, keep your motivation front and centre.
• Balance is key: A plant-based diet is only healthy if it’s balanced. Pay attention to protein and nutrients—there are plenty of tasty ways to get what you need.
• Ignore the naysayers: Some people will challenge your choices. That’s on them, not you. Focus on your journey.

In my dream world, we’d all be vegan, living in harmony with a happy planet and thriving ecosystems. But for now, I’ll settle for seeing more people reduce their consumption of animal products. Every step counts.

If you’re worried about sticking to your new habits, don’t sweat it—we’ve got a workshop to help you hack your habits and make them stick. Give it a go and see where this Veganuary takes you!