About us
Who we are
Our vision is of:
A kinder world, where animals are never seen as our food
A fairer world, where everyone has access to nutritious, great tasting food
A sustainable world, where all of our food is produced in a way that allows nature to thrive
Our mission:
To inspire and support people in making the shift to vegetarian and vegan diets lifestyles
Our strategic long term aims are:
Changing behaviour: inspiring and supporting people to reduce their meat consumption and adopt vegetarian and vegan diets and lifestyles
Building community: supporting a mass movement of vegetarians and vegans, providing a voice for their collective ideas and desire for change
Driving innovation: championing the rapid development of alternatives to meat and other animal products
Expanding choice: transforming our food system, making vegetarian and vegan choices mainstream across society