Veganuary’s global campaign challenges the food norms

Veganuary, the global movement encouraging people to try veganism in January and beyond, has launched a provocative new campaign questioning the norms of our food system. With the tagline “Food doesn’t have to be weird,” the campaign uses striking visuals and facts to shed light on the practices behind common dietary habits, urging people to rethink what’s truly “normal.”

Take milk, for instance. Despite being intended exclusively for calves, cow’s milk has become a staple in human diets. Veganuary highlights the peculiarity of humans being the only species that consumes milk beyond infancy and from another species altogether. The campaign also draws attention to the realities of the dairy industry, where calves are separated from their mothers shortly after birth to redirect milk production for human consumption.

In addition to ethical concerns, Veganuary emphasizes the environmental impact of animal-based foods. Researchers from Oxford University found that meat, farmed fish, eggs, and dairy use 83% of global farmland and contribute 56-58% of food-related emissions, yet provide only 37% of our protein and 18% of our calories. A global shift to plant-based diets could reduce food-related greenhouse gas emissions by 49%, land use by 76%, and other environmental impacts by nearly half.

Prashanth Vishwanath, Veganuary’s India Campaign Head, shared, “It’s time we stop and recognize how weird our current food system is. Once we do, we can begin transitioning to plant-based diets, which could be a far more sensible and sustainable choice for everyone.”

To help people make the shift, Veganuary offers a 31-day program featuring free resources like starter kits, recipes, and meal plans. The campaign’s mission is clear: by questioning the “weirdness” of our food system, Veganuary aims to empower individuals to make informed, ethical, and environmentally friendly choices.

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