Green is Gold for World Vegan Day and the Vegan Month of November 

Every year on November 1st World Vegan Day is celebrated as an inauguration of Vegan Month to spread awareness about the advantages of a plant-based diet for improved health and better environmental sustainability. It’s a period for vegans, flexitarians and plant-curious consumers to examine the benefits of reducing or eliminating animal-based food products from their intake, while supporting vegan brands at retailers and these menu items at restaurants.

A vegan diet consists of removing all animal-derived foods, while a plant-based diet emphasises plant-rich consumption and a reduction of animal product intake. Numerous studies have demonstrated that compared to typical Western diets with high amounts of animal products, healthy plant-based diets are not only more sustainable, but have also been associated with lower risk of chronic diseases such as obesity, type 2 diabetes, cardiovascular disease, and various cancers. ProVeg International’s Food Systems Data demonstrates how the food we choose can have a significant impact on the environment. Numerous studies have shown that plant-based foods and alternatives to animal-based products can reduce climate impact by up to 90%, compared to animal-based foods, while also lowering other environmental burdens. If broadly adopted, meat alternatives could contribute to the large-scale mitigation of greenhouse gas emissions. As the 16th United Nations Conference of the Parties on Biodiversity concludes on World Vegan Day it is also crucial to note that the earth is currently undergoing its sixth mass extinction as a result of human activity. While our food systems and current consumption patterns are among the primary drivers of biodiversity loss, they can also be also important levers to reduce pressures on species and habitats – in terms of land and fresh water use, deforestation and environmental pollution.

The global rise of veganism has been accelerating in recent years, with more people making the lifestyle switch. During the annual Veganuary campaign in January of 2024 a new record of 25 million people gave up animal products for a month and it has been reported that more than 25% of participants are still vegan as of October. The international vegan food market is booming, projected to reach a value of USD 65.4 billion by 2030 at a CARG [Compound Annual Growth Rate] of 10.41%.

ProVeg South Africa has just released the third annual edition of its Plant-Based-Friendly Fast-Food Franchise Ranking, reflecting the continued growth of plant-based options at fast-food outlets and restaurants in South Africa – in line with the overall growth of the national fast-food industry which has seen a 41% increase in turnover from takeaways compared to 2019. Quick-Service Restaurants [QSRs] are feeding more households country-wide than ever before, and the overall sentiment is one of excitement for an increased demand for plant-based options throughout the fast-food industry. ProVeg has mapped and positioned popular chains according to the prevalence of their veggie options, with potential future rankings and analyses similarly for retail outlets and coffee shops. 

Staying in the plant-powered hospitality space; The Vegan Chef, Sue Gajathar, has this week won the Best of Joburg award for her eponymous establishment, with several locations in Johannesburg, and in Umhlanga, KZN. Whether for comfort food, casual fare or fine dining; vegan options are rapidly proliferating including at Michelin Star-rated eateries the world over. On the 29th of October Cape Town, South Africa, was named the World’s Best Food City in the 2024 Condé Nast Traveller Readers’ Choice Awards, scoring an impressive 95.65 and surpassing all other culinary destinations. Vegan foods are certainly not excluded from the accolade as the city and surrounding region offers a number of plant-friendly culinary hotspots. 

However, the future of plant-based foods may still be in jeopardy. In April this year the Johannesburg High Court set aside a legal dispute brought by the Department of Agriculture, Land Reform and Rural Development [DALRRD] to remove plant-based meat alternatives from supermarket shelves based on a conflict surrounding labelling practices. The Consumer Goods Council of South Africa successfully challenged and defeated the argument that naming meat-alternatives – otherwise clearly labelled as vegan or plant-based – as a “burger”, “nugget”, “sausage” or similar standard food lexicon would be misleading to consumers. As yet no further litigation has been officially entered into or announced, nonetheless there have been discussions between key stakeholders in government and industry regarding forthcoming concessions, compromises and changes to national food regulations that should be open for commentary later this year. 

Vegan Month is an excellent inducement to experiment with a plant-based lifestyle and it’s life-improving results. While the going is green; ProVeg South Africa offers its Veggie Challenge support program all year round to encourage the public to try eating more plant-based foods for 30 days. Consumers may also refer to the free vegan database for their recipe needs on World Vegan Day and beyond.

ENDS

Media Contact

ProVeg South Africa – Wikus Engelbrecht – Communications Manager: [email protected]; +27 64 172 0120

About ProVeg South Africa:

ProVeg South Africa is the local branch of ProVeg International. ProVeg is an international food awareness organisation working to transform the global food system by replacing conventional animal-based products with plant-based and cultured alternatives.

ProVeg works with international decision-making bodies, governments, food producers, investors, the media, and the general public to help the world transition to a society and economy that are less dependent on animal agriculture and more sustainable for humans, animals, and the planet.