Veganuary
Veganuary is a UK-registered non-profit founded in 2014 that runs a global annual campaign encouraging millions of people to try vegan for January, serving individual consumers, corporate partners, and workplaces through free digital resources, sponsorships, and a 19-country international partner network.
- Company typePrivate
- Founded2014
- HeadquartersYork, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Veganuary does
Veganuary is a UK-registered non-profit charitable organization (Charity Number 1168566) founded in 2014 by Jane Land and Matthew Glover, headquartered in London. It runs an annual global campaign that encourages individuals to try a vegan diet for the month of January and beyond, supported by a free digital program comprising a 31-day coaching email series, 10 meal plans, a celebrity cookbook, and a recipe database of over 1,800 items. The 2026 campaign reached participants from 228 countries and territories, with 30 million people having tried vegan through the program cumulatively in 2026, and generated approximately 10,000 international media stories.
The organization's technology stack is conventional digital non-profit infrastructure — a WordPress website with Matomo analytics, Fundraise Up donation processing, Stripe payment integration, Pardot marketing automation, and Complianz cookie consent management. The core product is delivered through a self-serve digital platform rather than a custom-built application. Beyond the individual consumer program, Veganuary operates a Corporate Collaborations Program and Workplace Challenge that engaged 276 organizations in 2026, an Official Sponsors program (Mummy Meegz, The Vegetarian Butcher, Vivera, Grubby), and an international partner network of 19+ country-specific organizations localizing the campaign across Europe, Asia, Oceania, the Americas, and Africa.
Revenue is generated through three streams: individual donations, corporate sponsorships, and Workplace Challenge fees. Individual participation remains free (freemium model), with pricing reserved for premium workplace resources. The organization is led by CEO Wendy Matthews, COO Ciara Ní Loingsigh, and a Board of Trustees chaired by co-founder Jane Land. The strategic goal stated publicly is to make "vegan the norm rather than the exception" over the next five years, with an addressable market pegged to the projected $91B global vegan food industry by 2027.
Veganuary firmographics
Firmographics- Name
- Veganuary
- Legal name
- Veganuary
- Website
- https://veganuary.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Veganuary is a UK-registered non-profit founded in 2014 that runs a global annual campaign encouraging millions of people to try vegan for January, serving individual consumers, corporate partners, and workplaces through free digital resources, sponsorships, and a 19-country international partner network.
- Ownership category
- akta.pro rank
Veganuary industry classification
Industry- Product category
- Non-profit plant-based advocacy
- NAICS
- Diet and Weight Reducing Centers (812191)
- akta.pro primary industry
- Plant-Based & Vegetarian/Vegan Nutrition (HSADAFAJ)
- akta.pro secondary industry
- Corporate/Workplace Nutrition & Weight Management Programs (HSADAFAO)
Keywords
Where Veganuary is headquartered
LocationHeadquarters
- HQ city
- York
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Veganuary business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations, Others
Revenue model
- Individual Donations: Individual supporters donate to fund Veganuary's operations, with donations supporting campaign activities, participant resources, and corporate engagement programs
- Corporate Sponsorship and Partnerships: Official sponsors and corporate partners support Veganuary campaigns, with companies like Mummy Meegz, The Vegetarian Butcher, Vivera, and Grubby providing sponsorship
- Workplace Challenge Fees: Organizations pay to participate in the Workplace Challenge, receiving resources and support for their employees
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Others | Free Individual Participation - No cost to join the 31-day vegan challenge |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels8 records
Veganuary product offering
Product offeringCore offering
Veganuary runs a free, signature 31-day vegan pledge campaign every January that delivers participants a celebrity cookbook, 10 meal plans, 31 daily coaching emails, and access to a 1,800+ recipe database via its website. It complements this consumer pledge with paid corporate offerings including a Workplace Challenge for organizations and a Corporate Collaborations program that helps brands launch vegan products during the campaign window.
Product overview
Veganuary is a non-profit organization running a global annual campaign that encourages people to try vegan for January and beyond. The core offering is a free 31-day vegan challenge that combines multiple digital resources including 10 meal plans, a celebrity cookbook, a recipe database with over 1,800 recipes, and 31 daily coaching emails. The campaign is supported by a podcast series, eating guides covering nutrition and shopping, and a Workplace Challenge for organizations. Veganuary also operates Business Support and Corporate Collaborations programs that work with brands and restaurants year-round to increase vegan product availability, having supported at least 1,187 new vegan products globally in 2026. The organization is registered as a charity in England and Wales (1168566) and maintains official sponsorship relationships with plant-based food brands.
Differentiator
Problem solved
Functional benefit
Products and services
- Veganuary 31-Day Challenge A free, self-serve 31-day vegan pledge that delivers participants a celebrity cookbook, 10 meal plans, 31 daily coaching emails, and access to a 1,800+ recipe database; aimed at individuals globally curious about plant-based eating.
- Workplace Challenge A paid 31-day team challenge for organisations that supports employees trying vegan together, including resources, meal plans and promotional materials; designed for HR, sustainability, and well-being leads.
- Corporate Collaborations Program Year-round partnership program supporting food brands, restaurants, and retailers in launching vegan products and menu items, providing corporate outreach, media engagement, and campaign promotion services.
- Official Sponsors Program Partnership initiative featuring official sponsors including Mummy Meegz, The Vegetarian Butcher, Vivera, and Grubby who support the annual campaign activities.
- Veganuary Podcast A bi-weekly podcast featuring guest discussions about transitioning to plant-based diets, sharing experiences, challenges, and tips for new vegans; distributed via Spotify, Apple Podcasts, Amazon Music and YouTube.
- Business Support Toolkit A downloadable guide providing businesses with resources to run their own Veganuary campaigns, including brand assets, campaign guidance, and corporate engagement strategies.
- How to Go Vegan Book A bestselling book providing comprehensive guidance on transitioning to veganism, available for purchase as a resource for new vegans.
Quantifiable outcome
- 79% of non-vegan participants intend to permanently change their diet
- +3 more outcomes
Companies that use Veganuary
Customer profileNamed customers10 records
Segments5 records
Ideal customer profiles3 records
Veganuary technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Veganuary partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered core and minor.
- Mummy MeegzcoreOfficial sponsor of Veganuary, providing support for the annual campaign and helping drive plant-based eating awareness
- The Vegetarian ButchercoreOfficial sponsor supporting Veganuary campaigns with plant-based meat alternatives
- ViveracoreOfficial sponsor providing vegan product support for Veganuary campaign activities
- GrubbycoreOfficial sponsor supporting Veganuary initiatives
- Albert Schweitzer FoundationcoreGermany-based partner leading Veganuary campaign delivery in the country with cultural expertise and local networks
- Animals AustraliacoreAustralia partner leading national Veganuary campaign with established animal advocacy networks
- Essere AnimalicoreItaly partner organizing Veganuary activities with local business and media engagement
- China Vegan SocietycoreChina-based partner adapting Veganuary for Chinese market and culture
- Association Végétarienne de FrancecoreFrance partner leading Veganuary campaign with French-language resources and local connections
- Vegan Society of IrelandcoreIreland partner delivering national Veganuary campaign with established vegan community
- ARBAcorePeru partner leading Spanish-language Veganuary campaign in South America
- Vegane Gesellschaft ÖsterreichcoreAustria partner adapting Veganuary for German-speaking audiences
- SwissvegcoreSwitzerland partner with local vegan network and business connections
- GreenpeaceminorEnvironmental organization partner supporting plant-based messaging
- Centre for a Responsible FuturecoreSingapore partner leading Veganuary campaign in Southeast Asia
- ProVeg MalaysiacoreMalaysia partner with plant-based advocacy focus
- India Animal FundcoreIndia partner with local animal welfare networks
Scale indicators12 records
Recent moves6 records
Expansion highlights5 records
Veganuary competitors and assessment
Company assessmentBroad incumbents
- The Good Food Institute (GFI): GFI is a global non-profit promoting plant-based and cultivated protein through science, policy, and corporate engagement, working alongside Veganuary's mission. Similar non-profit advocacy structure but focused on supply-side innovation and institutional change rather than consumer diet pledges.
Direct peers
- Mercy For Animals: Global farmed-animal advocacy non-profit combining undercover investigations, corporate outreach, and plant-based promotion. Similar non-profit footprint to Veganuary and overlapping in the corporate-engagement and consumer-behaviour-change space.
- The Vegan Society: The UK charity that coined the word 'vegan' in 1944 and runs ongoing educational and certification programs (Vegan Trademark). Comparable to Veganuary as a UK-rooted non-profit advocating vegan living, though Veganuary is campaign/event-driven while The Vegan Society operates a continuous membership and certification model.
- Animal Equality: International animal-protection non-profit running farmed-animal campaigns, corporate engagement, and consumer education. Comparable to Veganuary as a mission-aligned charity operating globally with corporate-outreach programs that complement plant-based eating initiatives.
- ProVeg International: ProVeg is a Berlin-headquartered non-profit that promotes plant-based eating globally through corporate engagement, policy work, and consumer programs. Directly comparable to Veganuary as a peer non-profit advancing the same diet transition mission through corporate partnerships and consumer education.
- Compassion in World Farming: UK-founded global animal-welfare charity with policy, corporate engagement (e.g., 'ChickenWatch', plant-based promotion). Shares Veganuary's UK origin, charity structure, and corporate outreach programmes aimed at shifting the food system toward plant-based.
Emerging players
- Plant Based Foods Association (PBFA): US trade association for plant-based food manufacturers advocating for favourable policy, certification, and consumer demand. Comparable to Veganuary in supporting plant-based product launches but focused on the supplier side rather than consumer behaviour change.
- Earthshot Labs (Eat For the Planet / VegTech): VegTech Advisors funds plant-based and alternative-protein companies with venture capital and advisory services. Operates in adjacent plant-based ecosystem space, providing alternative scaling and impact-investing pathway for the brands Veganuary's campaign helps amplify.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Veganuary social profiles
Digital presenceVeganuary compliance and trust
Trust signalCompliance1 record
Veganuary financial estimates
Financial estimateRevenue estimate
Valuation estimate
Veganuary leadership team
Management profileNumber of profiles
Profiles14 records
Veganuary funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Veganuary M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Veganuary
What does Veganuary do?
Veganuary runs a free, signature 31-day vegan pledge campaign every January that delivers participants a celebrity cookbook, 10 meal plans, 31 daily coaching emails, and access to a 1,800+ recipe database via its website. It complements this consumer pledge with paid corporate offerings including a Workplace Challenge for organizations and a Corporate Collaborations program that helps brands launch vegan products during the campaign window.
Is Veganuary a public or private company?
Veganuary is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Veganuary founded?
Veganuary was founded in 2014. It employs 11 to 50 people.
Where is Veganuary based?
Veganuary is headquartered in York, United Kingdom, in the Europe region.
How does Veganuary make money?
Three revenue lines are on record. Individual Donations are the primary driver. The others are corporate Sponsorship and Partnerships and workplace Challenge Fees.
Who are Veganuary's main competitors?
The Good Food Institute (GFI) is listed as a broad incumbent. Direct peers are Mercy For Animals, The Vegan Society, Animal Equality, ProVeg International and Compassion in World Farming. Emerging players are Plant Based Foods Association (PBFA) and Earthshot Labs (Eat For the Planet / VegTech).
Does Veganuary have an API?
No public API is recorded for Veganuary.
What industry is Veganuary in?
Veganuary's product category is Non-profit plant-based advocacy. Its primary akta.pro industry code is HSADAFAJ, Plant-Based & Vegetarian/Vegan Nutrition, with a secondary code of HSADAFAO, Corporate/Workplace Nutrition & Weight Management Programs. Its NAICS code is 812191.