Greetings, readers, and may Society Diary be the first to wish you a Happy New Year. And congratulations on nearly reaching the end of that unloveliest of months, January.
Particular kudos to those of you who have decided to abstain from something nice like booze, meat or cheese at the start of 2026.
After grilling the boss of Dry January charity Alcohol Change UK last year, Diary sat down recently with the Veganuary chief executive Wendy Matthews. You can read our conversation below.
For those who haven’t heard of Veganuary, why are you forcing everyone to eat tofu this month?
“Every January, Veganuary helps millions of people try vegan for 31 days in a way that’s fun, accessible and very human. Most discover great food, new habits and that small changes to what we eat can make a big difference for animals, for the planet and for our health.
“Tofu plays its part, but it’s joined by burgers, curries, pasta, roasts and chocolate. Plus, thousands of new vegan products and menu items are launched and promoted in the UK each year for Veganuary, helping to make vegan the easy, obvious choice.”
Was it difficult becoming CEO amid 2025’s anti-vegan backlash in the UK? (according to the Daily Telegraph)
“Headlines naturally gravitate toward controversy but often miss what’s actually happening on the ground. In January 2025, around 25.8 million people worldwide took part in Veganuary, sharing recipes, swapping recommendations, trying new products and often saving money on their food shop. Stepping into the CEO role has only strengthened my motivation to help shift the narrative. Because the story worth telling is the one happening in kitchens, not the comment section.”
Who is your favourite vegan celebrity?
“Veganuary is incredibly lucky to have the support of so many brilliant celebrities, so it’s a tough call. But given that our 2026 campaign theme is New Year, Same You, I’ll say Romesh Ranganathan, because he’s living proof that veganism doesn’t require a personality transplant. He’s unapologetically vegan and funny, blunt, and entirely normal about it, which is exactly the energy we need.”
Is it fair to say we haven’t cracked vegan cheese yet?
“I think it’s fair to say vegan cheese has had a journey. Some early efforts were...rough. But the progress in the last few years has been truly extraordinary! There are now genuinely excellent options, including many made from nuts and other whole-food ingredients that use the same fermentation processes as dairy cheese. It's not necessarily about replicating dairy cheese exactly; it's about building something better.”
Should Society Diary be insulted when people call them a ‘soy boy’ down the gym?
“Only if they think caring is something to be embarrassed about. Wanting to protect the most vulnerable among us – animals, our ecosystem – isn’t a weakness, it’s a strength. Choosing compassion, taking responsibility for your impact, and standing by your values takes far more backbone than shouting from the sidelines. If that’s what “soy boy” means now, it sounds less like an insult and more like a compliment.”
Would you recommend doing both Veganuary and Dry January?
“It really depends on what you’re looking for. For some people, January is about a full reset and feeling as energised as possible. If you’re someone who is motivated by a bit of challenge and being a part of something bigger, then by all means, enjoy a mocktail with your plant-based dinner!
“For others, Veganuary alone is a big enough shift. The most important thing is choosing changes that feel positive and sustainable, and seeking out support from organisations that exist to help you succeed.”
Donald Trump refused $1m to go vegan for a month. How much would you offer Nigel Farage?
“That campaign was led by a different organisation, Million Dollar Vegan. But if Nigel Farage wants to try vegan for January, we’d offer him the same thing we offer everyone else: free recipes, shopping tips and daily support.”
Have you any new year’s resolutions?
“This may sound a bit touchy-feely for a charity sector interview, but I’m thinking of this as my year of soft devotion. My first year as CEO has been intense and hugely rewarding, and it’s also been a useful reminder that commitment doesn’t have to mean burnout. In the charity sector especially, exhausted people don’t change the world any faster. I want to model the idea that you can stay committed, ambitious and effective while also creating space to pause, because long-term change needs people who can actually last.”
Do you have a fierce rivalry with other vegan charities like PETA and Viva?
“The only real rivalry is with the idea that nothing can change. Different organisations take different approaches, and that’s healthy. Veganuary focuses on mass participation to reduce demand and working with businesses to make vegan options mainstream and shift the food system. The climate crisis and animal suffering are big enough problems that there’s room for all of us!”
What’s Veganuary’s plans for the other 11 months of the year?
“Sadly, we only get enough protein to function for one month of the year. After that we power down.
“Jokes aside, Veganuary might be named for January, but the work doesn’t stop on 1 February. The rest of the year is spent supporting people to keep going, working with food companies to improve and expand vegan options, and strengthening campaigns around the world. January is just the vegan-ning (sorry). The other 11 months are about making long-term individual and institutional change stick.”
