The Vegan 2025, Issue 1

VEGANS' BEST FRIEND

Our canine companions

MY VEGAN KITCHEN

Recipes from Dunja Gulin

DEEP CUTS

The impact of slaughterhouse work

Explore the latest issue of Vintage Magazine

V for Life’s magazine for older veg*ns is packed with inspiration, expert advice, and practical tips for thriving on a veg*n lifestyle at any age.

In this issue:

l A report from our eighth Awards for Excellence in Vegetarian and Vegan Care Catering, hosted at the Houses of Parliament – celebrating vegan fine dining in care

l Exclusive Golden Years supplement, featuring:

• Wendy Turner-Webster on compassionate clothing.

• Jasmine Harman with tips for veggie travel

• Nutritionist Rohini Bajekal on staying healthy in later life

l Practical advice ensuring veg*ns receive the right hospital care.

Packed with recipes, ideas, and support for living well as a veg*n, this issue has something for everyone.

l Fun and food. Learn sourdough baking or treat your furry friends with dog-friendly delights.

Welcome to our first edition of The Vegan for 2025! For many of us, part of our veganism is welcoming an animal into our home and giving them the best life possible. In our cover piece, Lauren Taher shares the story of finding her companion Beryl and interviews vegan canine nutrition specialist Claire Lucie (page 6).

I was delighted to interview medical student and long-distance cyclist Sarah Osborn for this issue. Sarah took on the intensely challenging NorthCape4000 event, which involved 16 days of gruelling activity, while carrying all of her own supplies (page 16).

Our recipes in this feature are from the wonderful Dunja

Gulin, whose book My Vegan Kitchen includes delicious recipes to inspire any new or seasoned vegan (page 10).

In this issue’s Deep Dive, Natalie Braine and Rob Udale from Animal Think Tank share their expertise on persuasion tactics for vegans. Whether you’re an activist or simply want to more effectively talk to your non-vegan family members, you’re bound to find food for thought in this piece (page 30).

Journalist Najah Raya explores the emotive topic of slaughterhouse work and the traumatic impact this has on individuals (page 35).

You can find all of the above, plus our usual updates on Vegan Society news, volunteers, the latest trademarked products to look out for, reviews and much more.

Elena Orde, Editor

FROM THE CEO

I am very pleased to be writing this as The Vegan Society’s Interim CEO. My role over the next months is to support the society and ensure we continue our fantastic progress towards our strategic objectives while the recruitment process for a permanent CEO is conducted.

My journey towards veganism began at 25, initially driven by health issues. I embraced veganism again in 2011 during my first pregnancy. What started as a health choice has evolved into a deep commitment to animal rights. I firmly believe that we don’t need to sacrifice other living beings to meet our needs.

Professionally, I bring over 33 years of experience in public and third sector agencies, ranging from health education to operational management and senior leadership. I’m looking forward to the challenge of this role, aligning my skills and experience with a cause I passionately support.

Our ambitious new campaign, The Future is Vegan, launched in November – World Vegan Month. This interactive

Sustainable Printing

The Vegan Society cares deeply about the future of our planet and all those we share it with. We are committed to operating as a responsible, sustainable organisation which means we are conscious of the social, economic and environmental impact in all that we do. With this in mind, we are very pleased to announce that we work with Seacourt to print and distribute The Vegan Seacourt are the UK’s leading environmental printing company and work closely with their clients to ensure that all material is produced with the lightest environmental footprint possible. In fact:

• Their presses are 100% free from water, alcohol and harmful chemicals

project looks forward to the future of veganism and shows what a vegan world would look like. We were very excited to launch The Future is Vegan at an inspiring venue in London, which was attended by some of our wonderful members, volunteers, staff, supporters and more. You can read more about The Future is Vegan on page 3.

With this edition of The Vegan, you will also have received a special publication. This takes a look at the invaluable impact of legacies on our work, sharing the stories of some incredible donors and what we have managed to achieve with their generous gifts.

Another key milestone we reached towards the end of last year was the total of 70,000 products registered with the Vegan Trademark! The tireless efforts of every member of the Trademark Team helped to reach this momentous milestone. Thanks to their work, it is easier than ever to go and stay vegan.

As our membership base, please take a moment to read the information on our next AGM on page 25. I hope that many of you take part in the democratic process and have your voice heard. My thanks go out to all of you for your continued support.

Abbey Mann, Interim CEO

• They use inks that are vegan and free from volatile organic compounds

• They are powered by 100% renewable energy

• They send zero waste to landfill

As a result, they are Net Positive (beyond carbon neutral including the entire supply chain). Every time they produce a piece of print, they take responsibility for more carbon than they are generating – what they call Planet Positive Printing

We hope you enjoy reading this issue, knowing that it has been produced in line with ethical, sustainable principles.

The views expressed in The Vegan do not necessarily reflect those of the Editor or of The Vegan Society Council. Nothing printed should be construed to be The Vegan Society’s policy unless so stated. The society accepts no liability for any matter in the magazine. The acceptance of advertisements (including inserts) does not imply endorsement. Complaints should be made in writing to chair@vegansociety.com or ceo@vegansociety.com or by post. Visit vegansociety.com/complaints-procedure to find out more.

Editor Elena Orde Designer Violeta Pereira Cover image Theresa and Wyatt, photographed by Dan Cope

HIGHLIGHTS

Jasmine Harman and Vegan Society staff at the launch of The Future is Vegan

following a vegan or plant-based diet, translating to approximately two million people in the UK. Younger age groups, particularly those aged 16–44, are leading this shift, being twice as likely to identify as vegan compared to older generations.

The survey also revealed that 10% of people in the UK now follow diets that reduce or eliminate animal products in some way, whether vegetarian, pescatarian or plant-based*, reflecting a broad, collective movement towards more mindful and sustainable eating habits.

Best of the Blogs

vegansociety.com/recipes to find these recipes and more!

70,000 trademarked products

e Vegan Society’s Vegan Trademark has hit a huge milestone, as we surpassed 70,000 product registrations across 68 countries. These products span a diverse range of sectors, including food and drink, cosmetics, toiletries, fashion, homeware, raw materials and more.

Have you been keeping up with the latest articles at vegansociety.com/blogs?

Head of Commercial Services at The Vegan Society, Matthew Thornton, said, “This is a fantastic milestone that reflects the growing demand for vegan products globally. Over the past 34 years, we’ve worked closely with brands of all sizes to make veganism more accessible and empower consumers to make informed choices.”

Jol l of S

paghettiBolognese with Walnuts andMushrooms

Akil Goin

Media highlights

Dietitian Emily McKee made another TV appearance on GB News, on the topic of vegan food in hospitals. Here she shared our research that a nationwide transition to plantbased diets could save the NHS £6.7 billion per year.

We secured great coverage on World Vegan Day with interviews across radio, TV and podcasts, including GB News, The New Food Podcast, BBC Radio Newcastle and BBC Radio Bristol.

The Vegan Pod

A recent episode of our podcast, The Vegan Pod, asked “Should we be farming veganically?” Co-founder of the Veganic Agriculture Network, Meg Kelly, and stockfree organic farming pioneer Iain Tolhurst joined us to talk about crop growing without the use of any animal inputs.

Another recent episode examined the topic of veganinclusive education. Laura Chepner, Education Officer at The Vegan Society and Alistair Stuart, Plant-Based Universities’ Lead Coordinator, made fantastic guest appearances to explore this important subject.

You can listen to The Vegan Pod on Podbean, Spotify or Apple. Think you’d make a good guest or want to let us know your thoughts on the latest episode? Email podcast@vegansociety.com with your views.

VEG 1 Baby & Toddler wins award

VEG 1 Baby & Toddler is our innovative product to support young vegan diets. It is a liquid multivitamin specially formulated for children aged six months to four years.

In recent months, this product was recognised by the prestigious Nourish Awards, known for celebrating the best in healthy and nutritious products.

Bethany Dandy, Business Development and Marketing Officer at The Vegan Society, said, “VEG 1 Baby & Toddler is so important for vegan families. It’s fantastic to see it getting

the recognition it deserves in the Nourish Awards with the highest score of three stars.”

Volunteers

Towards the end of 2024 we celebrated the work of our volunteers with a day at the Farm Animal Rescue Sanctuary in Warwickshire. Volunteers came together to meet each other, our staff and the friendly animals at the sanctuary.

We began with a delicious buffet, followed by a tour of the sanctuary which involved feeding biscuits to the sheep who were eager and inquisitive to meet our volunteers. As a team we painted a mural featuring our 80th anniversary logo and using vegan paints to depict our vision for a ‘vegan world’.

Volunteers travelled home with goodie bags filled with Vegan Society trademarked products, and newsletters that we had designed to name and celebrate all of their achievements.

Political engagement

We recently submitted a response to a government report on plant-based milk alternatives. The interim report so far has positive conclusions, supporting our long-held position that fortified, unsweetened soya, almond or oat drinks are an acceptable alternative to cows’ milk. This is potentially great news for our Play Fair with Plant Milk campaign, which has advocated for this option under the Nursery and School Milk schemes for several years.

Policy Manager Alistair Currie attended the Green Party Conference to speak at a panel on “Unlocking the Future: Tackling Policy Challenges in Shifting to a Plant-Based Food System.” The Vegan Society also hosted a panel event at the Labour Party Conference titled “Let Food Be Thy Medicine”. It was a wide-ranging discussion, allowing us to tell the audience about our health research on potential cost savings to the NHS and our new manifesto. The session was well attended with 43 attendees across the food policy space.

Even though I respect and love Elliot so much, on an ethical level, his life is not more important to me than that of any other animal. I believe that every farmed animal has just as much of a right to life as him, and for this reason, I am vegan.

Kaya Gromocki

Elliot was adopted by Vegan Society Senior Volunteering and Engagement Officer Kaya Gromocki

VEGANS’ BEST FRIEND

Lauren Taher shares how she found her dog companion Beryl and asks an expert for their top tips on canine vegan nutrition

I always adored dogs as a child. I grew up with dogs in my family and they always contributed to my happiness. Despite being almost 30, until very recently it never felt like the right time to get a dog. With work commitments, travel and life being busy, as desperate as I was to become a dog mum, I knew I needed to wait for the right time.

I recently found a bucket list I wrote when I was still at school. It had a bullet-point list of things I wanted to achieve as I journeyed into adulthood. At the top of the list was written ‘adopt a dog’.

It was interesting that I had used the word adopt. My family dogs growing up were not rescue dogs, but I have always been sensitive and cared about all animals. When backpacking the world in 2023, I would gravitate towards any stray animals, feeding them from a stash of dog food that I kept in my rucksack. Visiting a dog sanctuary in Sri Lanka broke my heart, seeing all of the dogs that hadn’t found their forever home. This made me realise that it was the right time for me to adopt a dog when I returned home to the UK.

Beginning the search

Registering for various dog adoption agencies was rather daunting. I knew that I needed to adopt a smaller dog due to the size of my house, but the local rescue centres all seemed to show medium to large dogs. I was very reluctant to go and visit, as I knew that I would want to bring every single dog home with me, regardless of their size!

I went through an emotional few weeks, getting attached to particular dogs online through reading their stories and imagining them slotting into my life, only to find they had already been adopted. I was of course delighted that they had found their forever home – it just wasn’t with me. I kept repeating the phrase, “If it is meant to be, it will be.”

One Friday night I sat down in my pyjamas with an oat milk hot choccy and my laptop, ready to continue the search for my forever dog. This had become a ritual after a busy week at work teaching, marking books and planning lessons.

I stumbled across an organisation which rehomes dachshunds. Just as I was about to fill in the application form, I read the basic criteria required to adopt. I met all the criteria except one: I did not have a garden. I decided to fill in the detailed application form anyway, explaining that despite not having my own patch of green, I lived a few metres away from endless countryside walks.

Over six months later it feels like Beryl has been with us forever. She came to me at a time when I really needed her, and I cannot imagine my life without her in it now.

A special girl

The next morning, I had my Saturday coffee and dog walk (minus the dog) when I received a phone call from the adoption charity. The lovely lady on the other end of the phone said she had reviewed my application and although I did not currently have a garden, they would be happy for me to adopt with them, provided I passed the necessary checks. I was over the moon.

We then discussed the dogs they had available for adoption. After talking through a couple of dogs with me, she said she had a particular pup in mind whom she described as a ‘special girl’ – she was called Beryl; little did I know two weeks later she would become my Beryl.

Within the next week, the adoption process swiftly moved forward: a volunteer visited my house to check whether it would be a suitable home for Beryl, and I filled in paperwork and finalised transportation arrangements.

Meeting Beryl

A week later, my partner and I pulled up at a garden centre car park, nervously waiting in the car for Beryl to arrive. The backseat of our car was filled with pup supplies.

A car pulled up alongside ours. I got out of the car, and I was greeted with a smile and a wave. After introductions, the volunteer and her partner proceeded to get the crate with Beryl and all of her belongings out of the car. Beryl’s crate was placed on the car park floor, her little button eyes looking anxiously at me so that I could say a quick hello. We popped her crate in the backseat of the car, and I sat beside her for the two-hour journey to her new home, stroking her paw as she drifted in and out of sleep.

Settling in

I had read so many articles and books about adopting a rescue dog, many stating the importance of giving a new pup space and time to adjust. However, within seconds Beryl bounced out of her crate and immediately wanted to meet her new family and explore her new home.

Beryl had been rehomed twice before finding her forever home with me, through no fault of her own. In the days leading up to collecting her, I did feel slightly apprehensive. What if she didn’t like me? What if she didn’t stop barking? What if she had been aggressive towards her previous owners and that was the reason she was surrendered? But the second I opened the crate door and she came bouncing out towards me, those thoughts melted away. Her whole body wiggled as she jumped on my lap and licked my face, her tail spinning with excitement.

A forever home

Over six months later it feels like Beryl has been with us forever. She came to me at a time when I really needed her, and I cannot imagine my life without her in it now.

Don’t get me wrong, Beryl is not always easy! She was not taken on walks in her previous homes, so we are still in the process of trying to train her to walk on her lead. She barks at every single bird she sees, and she despises cats. She still wakes up at 4am some mornings for the toilet and wriggles like crazy when I attempt to put her harness on. Her

favourite, most irritating, hobby is to constantly play ball: she will dribble the ball with her paws for ages, barking when we don’t pay her enough attention. But she is my Beryl. I am still getting to grips with what to feed Beryl, transitioning her from the dried commercial dog food she had previously been fed on, to a more plant-based homecooked diet. I was lucky enough to interview Claire Lucie, a dog nutritionist and founder of The Vegan Dog Coach.

Q&A with Claire Lucie, canine vegan

Wyatt , arescue who lives with

If feeding a commercial plant-based diet, either kibble or canned food, I recommend incorporating as many fresh, raw fruits and vegetables as well as fresh food, such as whole grains, beans and quinoa, daily.

What are your top tips for preparing and cooking homemade vegan dog food?

I’ve discovered that meal planning is the only way to make home cooking practical, easy and enjoyable over time. I recommend preparing a large batch of basic foods, protein

guidance from a canine nutritionist or vet nutritionist who is used to working with plant-based diets.

What type of vegan diet is best for dogs?

In my opinion, and according to many scientific data and evidence, a fresh, whole plant-based diet is the healthiest option to feed a dog. As a canine nutrition professional, I exclusively work with homemade plant-based diets and recommend them to all dog parents.

VeganSocietyFundraising

If purchasing vegan dog food, what do you recommend? When picking a vegan dog food, make sure it contains vegetables, fruits, whole grains and protein, the primary dietary categories for dogs.

To learn more about vegan diets for dogs, you can also find articles on The Vegan Society’s blog by expert Dr Andrew Knight

MY VEGAN KITCHEN

Three delicious dishes from

Dunja Gulin’s new book

Ingredients

200 g (1½ cups) unbleached plain/all-purpose flour, millet flour or wholemeal/wholewheat flour

110 ml (½ cup) boiling water

3 tsp cold water

2 tbsp olive oil plus extra for brushing and frying

70 g (¾ cup) onions, thinly sliced

¼ tsp dried oregano

3 spring onions, washed and chopped

1 tbsp dark sesame oil

1 tsp sea salt

SALTY ONION PANCAKES

Divide the onion mixture between the four pieces and spread it onto the dough. Next, coil each piece of dough into a snail shape and tuck the end underneath. Now, with the help of a rolling pin, press the top of the ‘snail’, rolling it into a circular pancake shape again, about 5 mm thick. Repeat with the other pieces of dough. Heat a pancake pan (cast-iron is best) over a medium heat. Sprinkle with 1 tsp olive oil for each pancake, and fry on both sides until they are slightly golden. Slice each pancake into four triangles before serving. Serve with stews, soups, spreads and salads. Serves 2

When I’m out of home-baked bread and need something to go with a soup or stew, these are great! Full of onion flavour, slightly crispy on the outside and a little chewy when you bite into them, onion pancakes can also be served with dips, sauces and salads.

Directions

Add the flour to a bowl and pour in the boiling water.

Mix well, add the cold water and stir until the dough is evenly moistened. Place the dough onto a lightly floured work surface and knead until it is smooth, which will take about four minutes. Dust the surface and your hands with more flour if necessary, to prevent sticking. Wrap the dough in clingfilm/plastic wrap and let it rest at room temperature for 30 minutes.

In a frying pan/skillet, heat the olive oil and sauté the sliced onions with a pinch of salt and the dried oregano until they’re soft and fragrant. Remove the onions from the heat and mix in the spring onions, dark sesame oil and remaining salt.

Divide the dough into four equal pieces. Roll each into a 15 cm (6 in) circular pancake and brush each one with a little oil.

My Vegan Kitchen by Dunja Gulin, published by Ryland Peters & Small (£16.99).

Photography by William Reavell © Ryland Peters & Small.

MACEDONIA-STYLE BAKED BEANS

Ingredients

340 g (2 cups) dried haricot/navy beans

130 g (about 3 small) carrots, cut into bite-sized pieces

Four dried tomato halves

Two small chilli peppers

Small piece of kombu seaweed

Two bay leaves

Three small onions

Three garlic cloves

4 tbsp olive oil

¼ teaspoon sea salt

1 tbsp sweet paprika powder

1 tsp vegetable bouillon powder

½ tsp dried oregano

2 tbsp soy sauce

1 tbsp apple cider vinegar

2 tbsp plain/all-purpose flour

Sea salt

Creamy, satisfying, comforting, warming – these are just a few adjectives that I associate with this dish. Wait, there’s one more – perfect! Typically eaten in the colder months, I also prepare it in summer because I love eating beans made this way.

Directions

Soak the beans overnight in plenty of cold water. Discard the soaking water, place the beans in a pot and add enough water to cover them by 4 cm (1½ in). Add the carrots, dried tomatoes, chilli peppers, kombu seaweed and bay leaves and, if you’re using a pressure cooker, follow the manufacturer’s instructions to bring to high pressure, then lower the heat to a minimum for 50–60 minutes. If you are using a normal pot, bring to a boil and skim off any foam, then reduce the heat to medium, half-cover and simmer for 60–90 minutes or until tender, occasionally adding cold water to keep the beans from drying out.

While the beans are cooking, finely chop two of the onions and chop the third onion into rings, which you’ll need to put aside. Heat the olive oil in heavy-bottomed pan, add the two finely chopped onions and a pinch of salt and sauté until the onions are translucent. Add the garlic, paprika, bouillon powder and oregano and fry for 1–2 minutes. Then add the soy sauce, vinegar and flour. Whisk vigorously to combine the ingredients and lightly fry the flour, which gives a nice taste as well as texture to this bean dish.

Preheat the oven to 200 °C (400 °F) Gas Mark 6. When the beans are tender and creamy, remove the bay leaves and chillies (or leave the chillies in, if you prefer really spicy baked beans). Add the sautéed onion mixture to the beans and stir over a high heat until well incorporated. Add salt to taste. The stew should be a little thicker than ordinary stew, and creamy. Pour it into the casserole dish and decorate with the onion rings all over the surface. Bake, uncovered, for 30–40 minutes until a thin crust forms and the onions turn golden brown. Serve warm with bread, chapatis or tortillas, and a nice salad.

DARK CHOCOLATE TART

(shown on page 1)

Ingredients

For the crust

200 g (1½ cups) unbleached plain/all-purpose flour

75 g (½ cup) fine cornflour/cornstarch

1 tsp aluminium-free baking powder

¼ tsp sea salt

120 g (½ cup) non-hydrogenated margarine, chilled

60 g/scant ¼ cup brown rice syrup or agave syrup

Zest of one organic lemon

For the ganache

600 g (20 oz) medium-soft tofu

400 g (14 oz) vegan dark/bittersweet chocolate (60–70% cocoa), in pieces

1 tbsp lemon juice concentrate

Zest of two organic lemons

Brown rice syrup, or other sweetener, to taste (optional)

A little non-dairy milk or cream, if necessary

For the sauce

300 g (2 cups) blueberries, fresh or frozen

120 ml (½ cup) water

170 g (½ cup) rice syrup or heaped ¾ cup demerara/raw brown sugar

One organic lemon, zest and juice

1 tbsp kuzu or cornflour/cornstarch

28 cm (11 in) springform cake pan or 28 cm (11 in) tart pan

Combining dark chocolate with a slightly sour berry sauce makes a delicious dessert. In conventional recipes, ganache is made from cream, but I use soft tofu instead and the result is a smooth and rich ganache.

Directions

To make the crust, combine the flours, baking powder and salt in a food processor and use the pulse setting to mix. Add the margarine and pulse six to eight times until the mixture resembles coarse meal, with pea-sized pieces of margarine. Add the syrup and lemon zest and pulse again a couple of times. If you pinch some of the crumbly dough and it holds together, it’s ready. If the dough doesn’t hold together, add a little water and pulse again. Be careful not to add too much water because it will make the crust tough. Place the dough in a mound on a clean work surface. Work the dough just enough to form a ball – do not over-knead. Form a disc, wrap in clingfilm/plastic wrap and refrigerate for at least 3 hours, although it’s best to leave it overnight. Let the dough sit at room temperature for 5–10 minutes before rolling.

Preheat the oven to 180 °C (350 °F) Gas Mark 4. For the ganache, blanch the tofu in a pan for 10 minutes and then drain. Melt the chocolate in a double boiler or bain marie. Blend the tofu with the chocolate, lemon juice and zest in a blender until very smooth. If it’s too bitter, blend in the syrup. If it’s too thick, add non-dairy milk or cream while blending.

Take the dough out of the fridge and roll it between 2 sheets of parchment paper into a circle 31 cm (12¼ in) in diameter. With the help of a rolling pin, line the cake/tart pan with the dough. If using a springform pan, trim the edges using a pastry wheel; alternatively, if using a tart pan, remove the excess dough by pressing it outwards with your fingers. Patch up any holes with leftover dough. Prick the base all over with a fork and bake for 8–10 minutes. Spoon the ganache over the crust and even it with a spatula. Return to the oven and bake until the edges turn lightly golden, around 15 minutes. Take it out of the oven and let it cool.

For the sauce, combine the blueberries, water, syrup or sugar and lemon zest and juice in a saucepan over a medium heat. Bring to a slow boil, stirring occasionally. In a small bowl, mix the kuzu or cornflour/ cornstarch with a little cold water. Stir this slowly into the sauce, without crushing the berries. Simmer for about 5 minutes or until it reaches the desired thickness. While still warm, spoon over each slice of the pie just before serving.

I got into cycling events because I love how far you can go on a bike. It's so exhilarating, and so beautiful to see the landscapes changing around you.

Sarah Osborn

GROWTH CYCLE

Student Sarah Osborn on cycling the gruelling NorthCape4000 race

I went vegan as soon as I left home for university. I had anorexia from the age of 14 or 15 to around 18, so my parents were hesitant about letting me be vegan.

I felt that it wasn’t fair that I was eating things that necessitated so much cruelty. Growing up, we had sheep over the road from us. I also knew it wasn’t good for the planet.

When I came back for the Christmas holidays after my first term at university, my parents said – “Wow, you’re looking so healthy!” I said – “Surprise, I’m vegan!”

I think eating in alignment with your ethics and morals makes it so much easier to be happy. It also eventually helped me to recover from my eating disorder – I could just eat food and not feel shame or guilt about being involved in animal cruelty.

Alive and well

As a very young child, I didn’t really understand sport. I wasn’t competitive. There was an annual race at school I would always come last in, because I would run with whoever was slowest and encourage them to keep going.

I started taking exercise seriously once I was weight restored from my eating disorder. I’d worked so hard to make my body alive and well that I wanted to make the most of it. I enjoy long-distance events because it’s a combination of body and mind that I find really rewarding.

These days, as a medical student exercise is the only time I really have on my own, as most of my time is spent in lectures, on placements and in meetings for the various committees I’m on. Time exercising gives me a chance to put my thoughts in order and not have any responsibilities. It’s very freeing.

I got into cycling events because I love how far you can go on a bike. If you run 50 km it’s really, really hard and you’re going quite slowly. On a bike you can hit 40 km per hour when you’re going downhill. It’s so exhilarating – if you tilt slightly too far, you can come off your bike. It’s also beautiful – you can see the landscapes changing around you. In a day you can go from being somewhere flat and green to up in the mountains surrounded by rocks and snow. That contrast is so thrilling.

A new challenge

In 2023 I completed the Transamerica Trail by myself to raise money for Rape Crisis. Then this summer I decided

to take on the NorthCape4000, a self-supported road race beginning in Italy and ending 4000 km later up in the Arctic Circle.

My inspiration for the event was my baby nephew, who was born with only half a heart. The hospice looking after him needed a new roundabout because they have special ones for people in wheelchairs, so I decided to raise money for them.

I knew the event would be the hardest thing I’d ever done. And I love cycling with my other nephews, but I’ll never be able to do that with Baby J.

Training was tricky around lectures, placements, revision and exams. I’d wake up at 5.45am and get on the gym bike. I also did weights sessions and long bike rides at the weekends around the Gower in Wales where I live.

Plant-based fuel

I planned for the race to take me 18 days. I had to carry my own tent and all my supplies. I packed enough food to get me started – dried soy protein, firm tofu and dried fruit. After that I had to rely on supermarkets and petrol stations, some of which were in very out of the way places.

I was worried about food to start with – you can’t cycle for hundreds of kilometres without the right fuel – but in the end I was fine. I researched vegan snacks in the supermarkets I would come across and learned the words for ‘egg’ and ‘milk’ and other animal products in every relevant language.

At the end of a really hard race day, the main thing I would crave was a nice cold bottle of apple juice. I never usually like fruit juice, but that hit the spot. Then I would have something like a whole block of tofu in crisp, tasty bread and peanut butter spread on apples. Over the course of the race, I finished nine jars of peanut butter.

Just before my last race day I had the most bizarre meal. The only vegan carbohydrate I could find at the petrol station was cardamom bread rolls. I had that with smoked tofu, peanut butter and some gummy sweets. It was the weirdest thing, but needs must!

Other racers were a bit shocked that I was vegan. Some of them were impressed, and it started conversations about the

When I met women on the trail, there was a very strong connection. It’s a bit intimidating to do an event like this as one of few women taking part. But the strength you get from facing that can take you much further in everything else that you do and make it easier for other women to do the same thing.

Sometimes I would cycle in a row with other racers, and we would take it in turns being in each other’s slipstreams. I felt like a little duckling in a row, being the youngest at the back and swimming with the big ones.

I found it so rewarding being in such a vast, expansive area of nature with such silence. I would focus on how close I was getting to the end and the fact that I was doing what I could for Baby J. I would take deep breaths and imagine I was breathing for him too. It made me feel very connected to my family.

I would also focus on things like my sweat glands and my tear ducts and think – my body is functioning so well and appreciate all the things my body does.

Day 16, the last leg of my race, was 420 km long. One of the hardest bits was in the last few kilometres. The roads were winding up the hill and it felt like no matter how hard I cycled, I just wasn’t getting any closer. The sun wasn’t setting because we’d got so far north there was 24-hour daylight. I saw a girl cycling ahead of me and I thought – I’ll catch up with her, and we can finish together. In the end she wasn’t even in the race!

Vegan and Thriving

I like to share that you can do hard things as a vegan. To me, thriving means being emotionally happy, stable and content, able to share your joy with other people, being able to move your body in a way that makes you happy and active and able to engage in the communities you’re a part of. It means being able to engage with the world, despite what’s going on in your mental world.

This summer I’m doing a Long Course Weekend – like an Ironman but with the swim, bike and run events split over three days. Apparently, it’s harder than doing it all in one day, because you get soreness and fatigue rolling over from day

I was worried about how to fuel myself, but it was fine. Over the course of the race, I finished nine jars of peanut butter.

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Wellwoman supports

VOLUNTEER OF THE SEASON

Meet Jules Boswell, a valued member of our Community Network

Tell us about yourself, Jules

Even as a small child I loved animals and connected strongly with any that I had the joy of encountering. Against all family tradition, I became veggie in my mid-teens and then totally vegan around 10 years ago.

In 2018 I moved to Kendal with my husband Dave and our beautiful Bobby Cat. We left Cambridge and London behind to live our next adventure, close to the glorious Lake District National Park.

When Covid and lockdown came along, like many of us, I felt huge frustrations and inadequacy. My heart was – and still is – aching from all the pain and suffering throughout the world. What could I do to at least try and make a small difference?

I searched everywhere I could to try and find something, and that was how I came to apply for the voluntary role as local Community Organiser.

What is being a Community Organiser like?

In my first year, I’ve organised six information stalls, mainly at our very supportive library, and have encountered some wonderful people. At one, I spoke with a lovely gentleman (probably well into his 80s) who enthused about his lifelong vegan journey. At another I helped a woman who didn’t know how to cook for her vegan son-in-law.

I sometimes feel that what I’m doing is insignificant, but I’m learning, and I do believe that together we can make a difference with those small ripples.

Can you tell us about a time that you successfully campaigned on a vegan issue?

I was recently asked if I would speak at an event in Keswick,

30 miles north of here. Sustainable Keswick and Extinction Rebellion were screening I Could Never Go Vegan. The other speakers were Tom Pickering, film director and main presenter of the film, and Doug Maw, animal rights activist, who also appeared in the film. The film is excellent and makes powerful arguments on every aspect of veganism.

It was way out of my comfort zone. I was very glad that I had a fellow vegan friend with me who lives locally and works for Compassion in World Farming. She was brilliant at helping with answering questions. All in all, it was a worthwhile evening, and the feedback was very positive. I’m so glad I did it, despite my initial nerves. It felt like a little candle was lit, in the middle of an area renowned for farming animals.

Is there anything else you would like to share about volunteering?

This year has been a huge learning curve for me, but I love feeling part of something that has the potential to make change for animals, humans and planet Earth. Katy, The Vegan Society’s Volunteering Coordinator, has ‘held my hand’ every step of the way. It was wonderful to meet her, other members of staff and volunteers, at Farm Animal Rescue Sanctuary near Stratford-upon-Avon at a Volunteers Appreciation event in September. What an absolute gift of a day to us all, surrounded by sheep, pigs, lovely people and scrummy vegan fare.

I would love to organise a vegan event in Kendal. I first tried this last year but I was a lone voice, and it didn’t happen. But it led me to finding out about Community Organisers, and for that, I’m very glad. Who knows what we can achieve together in the future…

Shop with confidence for products registered with the trusted Vegan Trademark

Haruharu Wonder

SUMA ALTER/NATIVE

Introducing the new Lavender & Vetiver hair and body care range from ALTER/NATIVE by Suma, a worker-owned, equal pay co-operative dedicated to creating certified vegan products. This soothing collection combines lavender's sweet, herbaceous aroma with vetiver's smoky, grounding scent, creating the perfect blend for relaxation and self-care. Available in shampoo, conditioner, hand wash and body wash, it’s an affordable luxury designed to uplift your daily routine. Ethically crafted and designed with vegans in mind, this range brings a touch of tranquillity to your bathroom. Available at suma-store.coop

With a full range of Vegan Trademark registered products, Korean skincare brand Haruharu Wonder is definitely one to check out for all your vegan skin routine needs. The Black Rice Bakuchiol Eye Cream from Haruharu Wonder is a two-inone brightening anti-wrinkle moisturiser, designed to improve the appearance of fine lines and dark circles. Available at boots.com

Sweetbird syrups

Brighten up a winter day with Sweetbird’s Lemonade & Iced Tea syrups, made with real tea extract and real fruit juice – registered with the Vegan Trademark since 2006! Offering traditional and modern twists on much-loved classics, the ranges deliver sophistication in a syrup. Quick and easy to make, simply add a few pumps to still or sparkling water and the perfect, cool refreshment is ready to drink. They’re free from artificial colours and Available at amazon.com

incognito Insect Repellent Range

The award-winning incognito insect repellent range is Vegan Trademark registered and clinically proven to protect against mosquitoes and other biting insects. Powered by PMD from Java citronella, incognito offers up to eight hours of protection, making it perfect for travel, outdoor adventures and daily use. Safe for sensitive skin and eco-friendly, it provides the same efficacy as DEET, without harsh chemicals. Enjoy 20% off their sprays, lotions, roll-ons and sunblock for a limited time with the code VEGAN20 at checkout. Available at lessmosquito.com

River Organics

River Organics offers a curated range of nourishing vegan beauty products designed with sustainability in mind. From zero-waste lip balms and highlighter sticks to eco-friendly brow wax and solid mascara, their formulations are enriched with natural plant oils and organic ingredients that care for your skin and the planet. Their commitment to vegan, minimalistic and plastic-free packaging ensures you enjoy high-performance makeup without compromising the environment. Registered vegan, River Organics empowers conscious consumers to make healthier beauty choices. Available at riverorganics.org

Wildsmith

Inspired by the plants and botanicals found at the Heckfield Estate in Hampshire, this hand and body care duo is formulated with a blend of botanical cleansers to thoroughly clean your skin without stripping or irritating it. The lotion is made with a blend of butters and oils to provide the skin with essential fatty acids and natural vitamins, leaving skin soft and moisturised. Both are fragranced with Linden, Roman Chamomile and Cedarwood and come in beautiful bottles that would be a great addition to your bathroom. Available at wildsmith.com

Kokoa Collection is an award-winning hot chocolate company that specialises in single origin hot chocolate, using easy-to-melt tablets that result in a velvety smooth and silky barista-grade mugful each and every time. Kokoa Collection’s hot chocolate range comes in a variety of cocoa percentages, so there’s something to suit everyone’s taste. With eight vegan flavours sourced from a range of countries including Madagascar, Peru and Tanzania, each hot chocolate tablet has a unique connection to its country of origin. The range comes in 1 kg bags, or in 210 g resealable bags. Available at kokoacollection.co.uk

For those who love to shop small, O’Shea Skn is a natural vegan skincare brand, handmade in the UK for all skin types. Their Vegan Trademark registered range of products, including a Himalayan and Dead Sea Body Scrub, Whipped Body Butter and Body Oil, are designed to leave your skin soft, nourished and smelling beautiful. This is because each product is enriched with nourishing vitamin E and natural oils. Available at osheaskn.com

Kokoa Collection

O’Shea Skn

MEMBERSHIP

Star Letter Kind words accompanying a donation

Turning ethical vegan on 1 January 2016 changed my life. It has given me much joy, but I have to admit that it has also caused me a great deal of suffering.

I wish fervently for a vegan world but tend to see all the obstacles and improbabilities rather than feel the encouragement from the progress and change that I see.

I cannot be an activist; I do not have it in me. However, The Vegan Society and other animal charities that I support have the power to change things. That is why I am making this donation now. As a Life Member I do not make annual contributions, so this is a gesture of my continuing support. All the best in all you do.

Andrew Smith

Congratulations to Andrew, who has won a copy of the Scrappy Cooking recipe book. Next issue’s winner will receive a copy of the book High Protein Vegan by Rose Wyles. Send your letters to editor@vegansociety.com or our

Were you weaned on plant milk?

am a vegan dietitian, and I am conducting some research into vegans in their 50s or older who were weaned onto soya milk. This information will then be anonymised, and the results may be shared publicly in vegan and/or nutritionthemed publications.

It would be very interesting to hear about your experience being raised as a vegan and how you fare now. Thank you, and I really look forward to hearing from you.

Sandra Hood (sandravegan733@gmail.com)

Membership news

O ur highest-ever number of members

Just in time for World Vegan Month last year, we reached our highestever number of members: over 8650. We are grateful to all our members, long-standing and recent, for continuing to support our work, and we look forward to seeing the number of members continue to grow.

Our new member-exclusive recipe book Kind Food

We are keen to hear member feedback on our new recipe book, Kind Food, which is available online in the Members’ Area and has been posted to all our paper-based members. We also welcome any suggestions you may have for improving the membership experience.

Free Life membership

This is a reminder that our free Life Membership offer is available to members and additional members with over 30 years of membership. You can also claim one-third off Life Membership if you are 65 or over. As part of these offers, we offer our exclusive Vegan for Life enamel badge on request. Contact us for more information.

The Future is Vegan event

We are sending a big thank you to all members that attended our wonderful evening event at the end of November last year in London, supporting the launch of our new campaign.

Discounts

Members of The Vegan Society can receive 10% off our multivitamin VEG 1. In addition to this, there are over 100 third-party discounts, including the ever-popular 10% off at Holland and Barrett by showing your membership card instore or using code vegan10 online and 20% off at The Body Shop quoting code 11861 at the till or online. This new year why not:

• Indulge in a snack multipack with 20% off at Brave snacks.

• Try a new laundry liquid or body wash with 25% off at Faith in Nature.

• Treat yourself to new makeup with 20% off at PHB Ethical Beauty.

• Discover various discounts on cookery courses at The Vegan Chef School.

You can explore all the member discounts in the Members’ Area of our website at vegansociety.com/my-account/ shop-discounts. Please contact us if you have any problems accessing your account.

Contact us

By email membership@vegansociety.com, on the phone on 0121 523 1730 or write to us at Donald Watson House, 21 Hylton Street, Birmingham, B18 6HJ.

Annual General Meeting 2025

The 2025 AGM will be held online at 1pm on Saturday 17 May. Details will be provided with the notice of meeting in April. Members were asked to share their views on whether to hold an online or physical AGM in 2025. Unfortunately, a hybrid meeting (with both physical and online attendees) is prohibitively expensive. We received only 28 responses but, where a preference was expressed, the majority preferred an online AGM either because of their mobility or health

or because they were unable to afford the expense or time of travelling to a venue that may be at some distance. As there was an opportunity for members to attend the 80th anniversary launch in London in November 2024, and there will be a further opportunity for members to attend a talk and private view of the society’s 80th Anniversary Exhibition in Birmingham in May, trustees felt that there would be other chances for members to meet one another. Trustees will keep this matter under review however, and the Chair would be happy to hear from members who have views on this matter. Please see contact details for the Chair below.

Election of Council members

Applications for membership of the governing Council (board of directors) of The Vegan Society are invited by Monday 3 March 2025. The role is voluntary but reasonable expenses can be claimed. Key qualities for all trustees are commitment, enthusiasm and the ability to consider issues thoughtfully, communicate effectively and work well with others. To ensure effectiveness and diversity, members from a wide range of backgrounds and with a broad base of skills and experience are sought. Skills that are particularly sought on Council at this time are legal, HR, financial, charity governance, fundraising/income generation, strategic planning, grant-funding, marketing, communications, public relations, commercial/multi-retailing sector, policy/public affairs and public sector.

Currently, the time commitment is monthly meetings, mostly online, usually lasting three hours. Training would be approximately one to two days per year. Reading emails and documents may take several hours per week, particularly in the approach to a Council meeting or AGM. Candidates must have been full members of the society for at least a year and be aged 16 or over on the date of appointment. Candidates should support the society’s objectives and mission (vegansociety.com/society/strategy/our-vision-and-mission) and be committed to a vegan lifestyle.

You can download the candidate pack by visiting vegansociety.com/candidate-pack. We strongly encourage anyone thinking of standing as a candidate for Council to get in touch with the Chair, Jenifer Vinell, at chair@vegansociety.com as soon as possible to discuss their application. The Chair can ensure that all the requirements for a valid application are met, such as proposers and seconders being valid members of the society. Applications made at the last minute which do not meet the requirements under the Articles must be rejected. The Chair can also be contacted by post at Donald Watson House, 21 Hylton St, Birmingham, B18 6HJ.

Trustee resignation

We are sorry to report that Linda Russell resigned on 6 December as she had other calls on her available time. We are grateful for her work on Council and wish her well for the future.

SHOULD WE SUPPLEMENT VITAMIN D?

produced by the body. Vitamin comes from sunlight – in fact

exposed mushrooms. The rest is made by our bodies through the action of sunlight on our skin, which begins a series of chemical conversions resulting in the production of calcitriol – the active hormone of vitamin D. This is why vitamin D is known as the sunshine vitamin.

What is the role of vitamin D?

Vitamin D is crucial for musculoskeletal health, which is the health of your muscles, bones, joints and connective tissue. Vitamin D facilitates the absorption of calcium, but this doesn’t mean that we need to take a calcium supplement, and excessive calcium intake from supplementation has been linked to an increased risk of cardiovascular disease. There are plenty of foods in a vegan diet that contain calcium, including calcium-set tofu, fortified dairy alternatives, bread, almonds, tahini and watercress.

Along with a combination of other vitamins and minerals, vitamin D also has a role in supporting the normal functioning of our immune systems; however, there is no evidence that vitamin D alone can treat or prevent infection.

Consequences of vitamin D deficiency

Proven consequences of chronic vitamin D deficiency include the development of rickets in children and osteomalacia in adults. These conditions are caused by a disruption in bone formation due to a lack of vitamin D, whereby the body begins to source vitamin D from the bone rather than blood, causing bone softening and weakness.

Although these conditions are considered rare, especially in western countries, the risk remains, particularly for infants through maternal vitamin D deficiency.

Although causation has not been proven, some studies also suggest associations between vitamin D deficiency and cardiovascular disease, diabetes, inflammatory, infectious and immune disorders, multiple sclerosis and some cancers.

Symptoms of low vitamin D include muscle and bone aches/pains, hair loss, fatigue, depression and impaired wound healing.

The best test to determine your vitamin D status is via a blood test measuring 25-hydroxy D serum levels, although some countries use the parathyroid hormone test (PTH), which increases if you are vitamin D deficient.

Vitamin D recommendations

Vitamin D is produced from UVB exposure at a wavelength of 290–315nm, which, simply put, is when your shadow is shorter than your height.

This is why supplementation is recommended for those living in the northern hemisphere during winter, as UVB wavelength between October and March is not high enough for us to produce the vitamin D our bodies need.

Taking a vitamin D supplement throughout the year is a more important consideration for some groups, including:

• Children under five (apart from babies having 500 ml or more of formula per day which has added vitamin D)

• People who do not go outside regularly

• People who cover most of their skin when outside

• People with dark skin – for example someone who has an African, African-Caribbean or South Asian background may not make enough vitamin D from sunlight.

It may also be prudent for those who are pregnant or breastfeeding, and people over 65, to consider year-round supplementation because they are at a greater risk of low vitamin D.

If you choose to boost your level of vitamin D by exposing your skin to sunlight during spring and summer, how quickly you make vitamin D will depend on your skin tone. It is important to avoid sunburn, which can increase your risk of developing skin cancer. Aim to spend short periods between 10–20 minutes exposing your skin to sunlight daily, particularly between 11am and 3pm.

How do I know whether I’m taking the right supplement?

The UK government recommends that adults take a supplement containing at least 10 micrograms (mcg/ug) of vitamin D daily, whereas in the US recommendations are

double that (20 mcg). Some supplements may be labelled according to international units (IU) which equate to 0.025 micrograms (1 mcg = 40 IU).

There is evidence that sufficient doses per individual can range from 10–50 mcg/day (400–2000 IU) for optimal vitamin D blood levels due to factors such as age, sunlight exposure and skin colour. Excessive vitamin D may cause harm such as hypercalcemia (high blood calcium levels), so safe upper limits are set at 100 mcg for people 11 years and above, 50 mcg for children aged 1–10 years and 25 mcg for infants less than one year old.

Be cautious of unregulated supplement companies selling extremely high doses of vitamin D supplements, as they can cause more harm than good. Vitamin D is a fat-soluble vitamin, so any excess will not be lost in urine and will accumulate in the body, which could lead to muscle and nerve damage.

Some types of vitamin D are not vegan friendly and may be derived from sheep’s wool (lanolin), so look for vitamin D derived from lichen (a vegan-friendly source), such as The Vegan Society's VEG 1.

Take home tips

• Consider vitamin D supplementation in winter months as a minimum.

• Be wary of high dose vitamin D supplements.

• Look for vitamin D2 or D3 from lichen when choosing a vegan-suitable supplement, such as VEG 1.

• Speak to a health professional if you are concerned about your vitamin D status and/or are considering calcium supplementation.

Visit vegansociety.com/vitamind for more information. Email nutrition@vegansociety.com for references or to suggest a future topic.

Vitamin D is crucial for musculoskeletal health, which is the health of your muscles, bones, joints and connective tissue.

MUSHROOM AND LENTIL BURGERS Serves 6

Prep time 20 minutes Cooking time 20 minutes

Ingredients

1 tsp yeast extract

2 tsp low salt vegan stock cube

100 ml water, boiled

2 tbsp oil

1 large onion, roughly chopped

2 jumbo garlic cloves, crushed

160 g vitamin D fortified chestnut mushrooms, roughly chopped

10 sprigs fresh thyme

1 tin green lentils, drained

70 g fortified ready oats

70 g gram flour

6 wholemeal baps

3 tbsp sauerkraut

6 sliced gherkins

Directions

Add the yeast extract and stock cube to the boiled water.

Heat 1 tbsp oil in a frying pan and fry the onion until it is soft.

Add the crushed garlic, chopped mushrooms, thyme and stock to the frying pan, and cook for a further 5–10 minutes until the mushrooms are soft.

Remove the large thyme stalks and add the cooked ingredients to a blender. Blend on high speed.

Drain the lentils and mash them with a fork or potato masher before adding them to the mix.

Add ready oats and gram flour and mix well.

The mixture should resemble a sloppy stuffing mix. It will firm up when cooking.

Heat 1 tbsp oil in a frying pan and using a large spoon or ladle, drop 1/6 of the mixture into the pan, spreading it with a spatula.

Cook each side for 1–2 minutes and place on a baking tray. Repeat until you have 6 firm patties.

Finish cooking the patties in a preheated oven at 200 °C for a further 10 minutes (alternatively use an air fryer and cook for 5–6 minutes).

Serve in a toasted wholemeal bap topped with sauerkraut and sliced gherkins.

Nutritional

Article and recipe by Andrea Rymer

Photography by Hannah Hossack-Lodge domesticgothess.com

Language does not merely reflect reality; it actively constructs it. The words we use influence how we perceive the world around us, including our animal cousins and humans’ relationship with them.

LANGUAGE, STORIES AND PERSUASION

Natalie Braine and Rob Udale from Animal Think Tank discuss how

effective communication can help bring about animal freedom

Language does not merely reflect reality; it actively constructs it. The words we use influence how we perceive the world around us, including our animal cousins and humans’ relationship with them.

Phrases such as high welfare and free-range are used to placate people into believing that there is a kind way to exploit and take the life of someone who doesn't want to die. Euphemisms such as culling instead of killing or harvesting instead of slaughtering, further disguise the brutality our fellow animals endure. And terms such as livestock, pest, pets and wildlife, though seemingly innocuous, serve to distance us from our animal kin, placing them into convenient categories that justify different treatment based on the label we give them. These features of our language help maintain the status quo by normalising exploitation, hiding cruelty and reducing other animals to objects that suit human interests.

Yet the power of language to shape reality can also move in both directions. Throughout history, from civil rights to gender equality, language has been pivotal in helping us reimagine our relationships, our values and our societies. Just as it has for social movements of the past, the language we use to talk about our animal cousins has the potential to bring about their emancipation.

As a movement, the challenge we face in elevating the social (and legal) status of other animals is huge. At Animal Think Tank, we’re exploring how language can be a powerful tool in framing our issue, building public support, and mobilising others to take action for animal freedom. To do this, we have combined insights from linguistics, social psychology and narrative change studies, alongside an ongoing exploration of public attitudes through message testing and opinion polls. Our research shows that deeply held cultural narratives contribute to the public’s reluctance to challenge the status quo. But, just as language and framing shapes and embeds these existing beliefs, we can use them to our advantage, to craft new messages that resonate and inspire change.

Aligning messages with values and identity

Our identity — how we see ourselves and the groups we belong to — plays a central role in shaping our attitudes, beliefs and behaviours. People are driven to act in ways that align with their self-concept and the values tied to their sense of who they are. When a belief or behaviour feels consistent with someone’s identity, it’s easier to accept. However, when something threatens that identity, it can trigger a powerful internal conflict known as cognitive dissonance.

Through our research, we found that messages focusing on being vegan or framing fellow animals as exploited or oppressed can often be counterproductive. Rather than increasing support, these types of messages tended to cause people to become less supportive than they were beforehand. When people feel their sense of being a good person is challenged — whether by the suggestion that their current lifestyle is immoral or that humanity as a whole is complicit in oppression — they experience cognitive dissonance. As a result, they may engage in psychological reactance, a defensive response where they resist the message and become even more entrenched in their current beliefs.

To avoid triggering this reactance, we believe that it’s more effective to use language that aligns with the values people already hold and the identities they aspire to. For instance, in our surveys, we found that people who identify as animal lovers state that they were more likely to support bans on factory farming and reducing animal products in their diets. By connecting with positive aspects of people’s identities –such as being animal lovers – we can inspire change without provoking defensive reactions.

Similarly, research by Pax Fauna in the US found that framing change as a process of evolving together — that society is changing collectively over time, rather than expecting change overnight — made the prospect of no longer eating animals much more palatable. Part of the success of this approach appears to come from avoiding the implication of individual ‘blame’. This aligns with findings from our focus groups, where people often shift to talking about societal change or refer to ‘other people’ when they feel particularly threatened. This response is likely a form of self-preservation, helping to protect their identity and sense of being a good person.

Effective approaches to framing animal freedom

Subtle shifts in language or emphasis can have profound impacts. For instance, while around 40% of people agree that farmed animals are denied their rights, 50% agree that they are denied their freedom. This suggests most people already support the idea that animals should have freedom, making freedom-based communication potentially more effective. This difference is a cognitive framing effect, where the way an issue is presented influences how people perceive it. Framing in terms of freedom resonates more deeply because freedom is a core value many of us share, whereas rights can feel more abstract or legalistic. In many of the focus groups we’ve run participants question why animals need rights,

whereas more people instinctively understand that all animals want freedom.

A powerful example of framing can be seen in the US marriage equality movement. Shifting the narrative from the right to marry to the freedom to marry was pivotal in garnering broad support across the political spectrum, as it appealed to the deeply held American value of freedom. Similarly, framing our messaging around the freedom of animals, rather than their rights, could strengthen public support, as it better aligns with people’s core values.

Research shows that ideas spread more effectively when they align with people’s existing schemas –the mental frameworks and beliefs that shape their understanding of the world. In Animal Think Tank’s research, we’ve been exploring how to frame the conversation around animal exploitation (without using the word ‘exploitation’!) to effectively tap into these existing schemas, making our message more relatable and impactful.

We’ve found that messages framing animal freedom as part of a broader movement for social progress have a positive effect. Messages linking animal freedom to other social justice movements — such as women’s suffrage or civil rights — were particularly effective. Participants were more inclined to perceive animal freedom as a natural progression of social justice, which led to increased support for ending harmful practices against animals.

We’ve also found that messages highlighting how other animals are a lot like us are effective. Messages emphasising the intelligence, emotional depth and unique personalities of animals generated positive responses. When participants were reminded of animals’ abilities – such as solving puzzles, forming lifelong bonds or mourning their loved ones – they were more likely to support abolition compared to those who did not encounter such messages.

Communication strategies

Personal stories

Our research has also shown that personal testimonies can significantly boost support for abolition by making the issues relatable and emotionally resonant. Sharing individual stories creates opportunities for empathy and connection, which are essential in challenging the deeply ingrained cultural narratives that uphold exploitation.

Other social movements, such as the Freedom to Marry campaign (marriage equality in the US) and Together for Yes (abortion rights in Ireland) have shown the effectiveness of Journey Stories. These campaigns featured people explaining why they had changed their mind on the issue, modelling an evolution of their views. It helped people see that they too could embrace a new perspective as a natural extension of their existing beliefs, rather than threatening who they are or their core beliefs.

The use of everyday individuals as trusted messengers, whose experiences others could see themselves in, proved to be incredibly effective. We believe that personal stories can do the same for the animal freedom movement, opening pathways for people to reconsider their relationships with fellow animals without feeling defensive or alienated.

Loss aversion

Over 40 years of psychological research has firmly established that people are more strongly affected by a potential loss of resources than a potential gain. We found that this loss aversion affected support for potential laws that could protect animals. Support for banning factory farming or a proposed meat tax dropped when participants were reminded that doing so might increase the cost of certain animal ‘products’. However, we can use loss aversion to our advantage by emphasising what we could lose if we don’t take action for animal freedom. Highlighting the potential loss of resources, such as the health of our environment, the well-being of our communities and the richness of biodiversity, can significantly impact people’s willingness to support protective measures. Importantly, we need to do this without threatening people’s identities or creating a sense of futility – the feeling that efforts won’t make a meaningful difference because the problem feels too immense. This might be achieved by framing these losses in terms of social progress: that society is improving all the time and that we stand to gain a lot through change. By focusing on what is at stake, we can motivate action that aligns with the values people already hold, making the cost of inaction feel far greater than the perceived challenges of change.

Agency

This principle was evident in an experiment Animal Think Tank ran testing the effectiveness of different billboard messages which would later appear on the London Underground. The experiment tested different captions for ads which encouraged people to follow a link to learn more about welfare washing. We found that the phrase “High ” was much less effective than “Don't ”, which led to an increase in people’s interest in learning about welfare washing. The difference likely comes down to agency: “High welfare is a lie” tells people the conclusion we want them to reach and may also threaten their sense of identity by implying culpability. In contrast, “Don't trust the label” – while still a directive – invites the audience to judge for themselves whether the label is trustworthy. It also potentially aligns with their identity as savvy consumers who resist being misled by corporate deceit.

By aligning our messages with values people already hold and focusing on freedom, we can help others see animal freedom as a natural part of social progress.

Most of us, whether vegan or not, deeply value having the freedom to make our own decisions rather than feeling pressured or told what to do, yet vegans have a reputation for telling other people what to do. Our research has found that threatening people’s sense of agency – their perceived control over their actions and beliefs – can be counterproductive.

One of the most effective ways to foster a sense of agency is by posing questions, inviting curiosity, rather than issuing directives. For instance, instead of “Go vegan,” we might ask, “What if we treated all animals with the same love and respect as we do our animal companions?” Questions like these open the door to reflection and exploration, whereas prescriptive statements can trigger an agency threat, making people defensive and resistant to the message.

By using questions and inviting people to come to their own conclusions, we can reduce defensiveness and create a space where they feel more open to change. This approach allows individuals to align their actions with their values in a way that feels authentic and self-directed.

Conclusion

Language is a tool that can either support or challenge unfair systems. By choosing our words thoughtfully, we can communicate messages that connect with people, encourage change and reshape how we see our relationships with other animals.

Past movements have shown how powerful stories can drive change by connecting with shared values, building empathy, and highlighting progress. As we continue working for animal freedom, it’s important to remember how impactful our words can be. By aligning our messages with values people already hold and focusing on freedom, we can help others see animal freedom as a natural part of social progress.

The challenge is significant, but language has real power to change perspectives. By using thoughtful framing and a compassionate approach, we can keep building support and encourage more people to join us in working towards a future where all beings can live with dignity and freedom.

DEEP CUTS

Najah Raya explores the psychological toll of slaughterhouse work

These victims are not on the receiving end of the blade; however, what they do endure is layer upon layer of psychological trauma.

Please note that this article contains a brief description of violence towards non-human animals.

Behind closed doors lies the cruelty that we often choose to ignore. I’m talking, of course, about the sanctioned atrocity that is the systemic slaughter of animals for our food system. However, in this article I am shifting the focus briefly from the primary victims, whose cries for help we vegans are aware of, to secondary victims – the workers caught in this killing machine.

These victims are not on the receiving end of the blade; however, what they do endure is layer upon layer of psychological trauma. A slaughterhouse worker sacrifices a part of themselves daily, often unknowingly. They lose that vital piece of humanity known as compassion and empathy. This becomes numbed over time, and there are wide-ranging effects.

Doug’s story

Doug Maw is an avid vegan and animal rights activist. Years ago, Doug worked in a slaughterhouse. After witnessing the horrors of the industry up-close, he now uses his insight to raise awareness.

“I was placed in a slaughterhouse as part of the government’s YTS (Youth Training Scheme) program,” says Doug, reflecting on his introduction to this line of work. “All 16–18 year-olds not employed or in full-time education were obliged to do the scheme or receive no money. I had asked for a placement working with animals (anticipating RSPCA or something like that). The only options I were offered were in the butchering and slaughterhouse industry.”

The day-to-day experience from inside the slaughterhouse,

as Doug depicts it, is as horrific as you would expect. Regular exposure to animal suffering, physical dangers and poor working conditions all make these places a real-life nightmare.

“My role and daily tasks changed over time. Initially, I was in the ‘gutting room’ and taken out to catch sheep and present them for slaughter, push on cows and help with the pigs. Later, I was involved with stunning animals with electricity, using the captive bolt gun and butchering the bodies.”

Psychological impact

At such a young age, it's hard to imagine the psychological toll of this work. Chantale Khadra, a clinical psychologist, weighs in on the matter.

"The role of a slaughterhouse worker requires the authorised killing of living beings, yet the full extent of its impact on their well-being remains poorly understood. In addition to grappling with cognitive dissonance arising from the conflict between their innate aversion to killing and the demands of their job, which necessitates the authorised killing of animals, workers are often subjected to witnessing animal suffering and death on a regular basis, leading to profound long-term effects on their mental health."

Doug’s experience aligns with this assessment. He says, “The emotional challenges were witnessing the distress, panic and fear of the animals, as well as the violent and gruesome process of killing and dismembering them.”

Doug draws on his personal experiences in his previous job in his work as a vegan activist. “I always highlight that there are three (possibly four) ways an animal behaves in the slaughterhouse. The most common being fear, exhibited by trembling, cowering, hiding and crying or making distressed

sounds. The next is to flee, attempting to escape slaughter. Third, but less frequent, is to fight: they might try to kick, bite or butt workers. The fourth is very rare and I only saw it in dairy cows: resigned and an appearance of having given up.”

Emotional detachment

Doug says, “I went into the job considering myself an animal lover. I quickly learned to avoid eye contact with the animals and to minimise my interactions with them before they were killed.”

This coping mechanism, however, comes at a profound cost.

According to Chantale, “Over time, individuals may become emotionally numb to the suffering they witness, which can impact their relationships and overall emotional well-being. The most psychologically impactful aspect of their work is the sense of dehumanisation, as workers often perceive themselves as mere cogs in a machine. This detachment from emotions can lead them to conform to hegemonic masculinity in order to fulfil their jobs effectively.”

Doug says, “Initially, I felt sick. However, I was part of a toxically macho culture which almost demanded I couldn’t complain. I never discussed work with friends although we always chatted about their jobs.”

Doug saw violence and suffering daily as part of his work, and yet some incidents stand out. He shares that one incident he witnessed continues to be replayed frequently in his mind and still causes him sleepless nights to this day.

Trauma

Chantale says, “Continuous exposure to traumatic events, such as witnessing the suffering and death of animals, can result in a trauma disorder. Symptoms may include flashbacks, severe anxiety and intrusive thoughts about these events.”

As with any psychological turmoil, each individual responds differently to the trauma they endure. Some of Doug’s colleagues got aggressive with coworkers. Some expressed extreme views during break conversations.

Doug himself needed a higher dose of numbing. He says, “I got drunk frequently, as did almost all other colleagues. I became very violent socially.”

Breaking free

Thankfully, Doug was able to break the cycle of destruction and to leave his job.

While advocating for mental wellness support for these workers might seem futile without addressing the core issues of industrialised animal agriculture and its practices, raising awareness is crucial. Until we reach a slaughterhouse-free world, it is important to highlight the risks these workers face daily.

Until then, I find no better way to end this piece than with the words of Doug himself – the worker, the victim, the human, who insisted on asserting that no matter how

I was part of a toxically macho culture which almost demanded I couldn’t complain.

Continuous exposure to traumatic events, such as witnessing the suffering and death of animals, can result in a trauma disorder.

Doug Maw

Chantale Khad r a

REVIEWS

Food For Profit, directed by Giulia Innocenzi, reviewed by Holly Johnson

With its cinematic music, striking visuals and compelling storytelling, this groundbreaking film is the first feature documentary to explore the relationship between animal agriculture and politics within the EU.

After infiltrating a factory farm for an article on food production, prime-time TV host Giulia Innocenzi’s career takes an unexpected turn as she faces the stark reality of our industrialised systems.

Alongside film maker Pablo D’Ambrosi, Giulia embarks on a five-year investigation that takes them to Italy, Spain, Germany, Belgium and Poland to uncover widespread abuse and corruption – all of which is funded by billions of euros of subsidies paid for by the unsuspecting taxpayer.

It’s a tough watch at times, as we’re taken inside intensive farms (often resulting in dramatic confrontations with farmers) where animals are subjected to abuse, over-use of antibiotics is rife and Olympic-sized swimming pools of manure wreak havoc with local ecosystems. From risks of future pandemics to worker exploitation, Food for Profit covers the full breadth of issues associated with ‘Big Meat’. What’s most shocking, though, is the sheer power of agrifood and the systematic lobbying by politicians and farmers to ensure that productivity and profit come before the welfare of animals, humans and the planet.

Through undercover filming and secret interviews, we meet a handful of the 25,000 European lobbyists who work to derail climate legislation. Gene-editing technology (think feather-free chickens and horn-free cows) is just one area being lobbied – aiming to secure funds that will ensure the population eat more, not less, meat.

Food For Profit offers little respite from the bleak realities it reveals, but if its aim is to shock viewers into action, it achieves its objective. What’s reassuring is that the film was in the top 10 most-seen movies for several weeks in Italian cinemas and is now being distributed across several European countries.

On Humans and Other Animals, directed by Mark Devries, reviewed by Jude Whiley-Morton

Over the last decade the vegan documentary has proven to be a simultaneously commercially successful and progressive genre, with films such as Cowspiracy, The Game Changers and What the Health transforming public perspectives of veganism and the meat industry. Now comes On Humans

and Other Animals, directed by Mark Devries.

This movie offers an insightful and, at times, unsettling exploration of the complex relationship between humanity and animals, questioning the privileged position we give humans at the expense of other animals. The viewer is taken around the world to witness the stunning personhood of bonobos in the Congo basin and to learn about the vocabulary of gophers. What begins as the cute highlighting of our equivalence with animals darkens as Devries presents the crimes committed against animals in factory farms, on boats and in zoos around the world. Considering Devries’ evidence of the nuanced lived experience of these animals, such reminders are especially horrific.

On Humans and Other Animals is excellent at highlighting the reasons to love animals. However, it falters when it comes to the quality of filmmaking. Scenes are fleeting. At one moment, we are shown the ability of chimpanzees to recognise themselves in mirrors. The next, we are being told about a hypothetical situation in which a female chimp might be inseminated with human sperm – why? To be honest, I’m not sure Devries knew. Scoops, such as an interview with Jane Goodall, are not given the appropriate amount of screen time, while scenes of great importance, such as an investigation of an industrial chicken farm, are inadvertently trivialised by the featuring of a robot made by a team from the TV show Battlebots

If you are expecting a deep investigation of philosophical issues, you will not be satisfied by On Humans and Other Animals. However, as a whistlestop tour of different vegan issues, it is an entertaining documentary.

Behind the scenes at Food for Profit

EVENTS

Stockport Vegan Festival

Sunday 9 February (10.30am–4.30pm)

The Guildhall, 169–171 Wellington Road South, Stockport, SK1 3UA veganeventsuk.co.uk/stockport-vegan-festival

Nottinghamshire Vegan Festival

Sunday 16 March (10.30am–4.30pm)

Rushcliffe Arena, Rugby Road, West Bridgford, NG2 7HY facebook.com/@MidlandsVeganFestivals

Northern (Manchester) Vegan Festival

Saturday 19 April (10.30am–4.30pm)

Sugden Sports Centre, Manchester Metropolitan University, 114 Grosvenor St, Manchester, M1 7HL facebook.com/NorthernVeganFestival

Pudsey Vegan Festival

Saturday 3 May (10.30am–4.30pm)

Pudsey Civic Hall, Dawsons Corner, Stanningley, Leeds, LS28 5TA facebook.com/YorkshireVeganFestival

Edinburgh Vegan Festival

Saturday 17 May (10.30am–4.30pm)

Edinburgh College, Granton Campus, 350 W Granton Road, Edinburgh, EH5 1QE facebook.com/ScotlandVeganFestival

Swansea Vegan Festival

Saturday 31 May (10.30am–4.30pm)

LC Swansea, Oystermouth Rd, Swansea, SA1 3ST

Kittiwake Cottage, Bempton Vegan-friendly holiday cottage on the Yorkshire Coast

Beautiful beaches, coves, chalk cliffs, traditional resorts and Wolds countryside all within easy reach.

Abundant wildlife; see thousands of nesting seabirds at Bempton Cliffs Nature Reserve and a seal colony at Flamborough.

Book at: www.kittiwakecottagebempton.co.uk