At time of writing, around a hundred companies have committed to participate in Veganuary 2023 in France. An impressive increase; in 2022 there were 85 in 2022 and in 2021 there were only 30.
For the third consecutive year, the French animal rights organization L214, which has been defending animals used as food resources since 2008, is supporting the French edition of Veganuary. Last week, the association organised the official launch of the 2023 edition of this challenge, in the presence of numerous participating companies such as Monoprix, Planet Sushi, Eatic, TyK Affinage, Heura, Jay&Joy and many others.
The 629,000 registered participants for the 2022 edition came from 193 different countries. In terms of participation, France came in 12th place, so L214’s goal is to position France in the top 10 countries with the most participants. By way of comparison, in 2022, the top 11 countries ahead of France were United States, United Kingdom, India, Germany, Italy, Mexico, Argentina, Colombia, Chile, Brazil and Venezuela.
Support for participants, companies and individuals
Veganuary’s strategy is based on 3 axes and is aimed at both companies and individuals.
- To encourage and support the thousands of people who try the vegan adventure in January (and who continue afterwards).
- To create a media buzz around the event to get the word out about veganism in a positive way and to show the benefits of adopting a plant-based diet.
- Encourage businesses to promote and launch delicious plant-based alternatives to increase the quality, availability and visibility of the vegan food offer.
Participants are supported every day in their discovery of the diversity and taste of plant-based cooking, as they receive a starter kit and then a daily email with tips, shopping lists and recipe ideas.
Throughout January, social networks are also flooded with vegan recipes to try out, while the offer in shops and restaurants is to facilitate the transition to a 100% plant-based diet.
Those who wish to participate can now register via this link.
For companies that offer a vegan product, this is a key month during which they will be able to promote their vegan offer to target, in addition to their usual clientele, omnivores or flexitarians who decide to participate in this challenge. L214 offers free support to participating companies and provides them with a communication kit which includes the Veganuary logos and the Brand Guidelines, a guide to create visuals, print tools for products such as shelf stoppers.
In addition, it is a media opportunity, as many press releases are distributed widely. “During the previous edition, our press releases allowed us to have articles in Libération, Télérama, Le Monde or Ouest France, and interviews on France Culture or RFI, among others,” said the association.
“The result was a great success in terms of turnover and press coverage, as we were quoted in 21 publications”, said Laurence Auzary, CSR Project Manager at Monoprix, during her speech at the Veganuary launch event.