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The initiative has already helped 2 million people around the world to change their habits. Why do it? For our health and that of the environment, for animals, for
Back in January «Veganuary», the global campaign that invites to experiment with a 100% plant-based diet for a monthfocusing on practical recipes, daily support and useful tools to accompany those who decide to participate. NoBorn in the UK in 2015 and arrived in Italy in 2020, the initiative has already supported over two million people globally in trying a plant-based diet for 31 days.
In our country the campaign is managed by Being Animalsofficial partner of the project and non-profit organization committed to the protection of farmed animals. Anyone who registers through the Italian site will receive free materials throughout the month designed to make change accessible and concrete. They are expected dedicated recipe booksincluding one focused on proteins, one designed for those taking their first steps in the kitchen and one aimed at children’s nutrition, as well as weekly menus and suggestions for breakfast, lunch, dinner and snacks.
The route also includes 31 daily emails with nutritional advice, stories and shared experiences from a large and active community, together with reserved discounts on vegan products and reports of brands and services that join the initiative. “Participating in Veganuary means taking care of yourself and the planet, one meal at a time,” he said Valentina Tagliettiresponsible for sustainable nutrition atessereanimali, explaining that «Veganuary is not about becoming vegan forever, but about trying it for 31 days, discovering new things, seeing how it feels and then deciding what to do».
Among them motivations that should push people to at least try, they are there salutel’environmental impactl’pay attention to animals and the curiosity to discover new flavours at the beginning of the year. Direct experience is also at the center of the participants’ testimonies. Elisabetta, who joined the Italian edition last year, said that “it started as a challenge with myself, but it wasn’t”, explaining how the journey allowed her to discover aromas and flavors already present in everyday life and to feel more in balance with her own food choices.
On a scientific level, plant-based nutrition is increasingly coming to the center of the debate. According to the dietician Verdiana Raminaspecialized in infant nutrition, «today science clearly tells us that a plant-based diet can find space in everyday life of the whole family, even when there are children, if built with awareness», underlining how adequate planning allows you to follow it in all phases of life, including growth.
According to a YouGov survey, in January 2025, 30% of the Italian population, equal to around 17 million people, had heard of the Veganuary project, while 2% actively participated in it. Numbers that reflect an increasing interest in environmental, ethical and health-related issues.
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December 29, 2025 (changed December 29, 2025 | 00:20)
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