The UK-based vegan organisation Veganuary, which encourages people to try during January the diet vegans eat, started the year 2024 with a billboard at the iconic New York’s Times Square for its classical New Year’s Eve Ball drop. It is estimated that over a million people visit Times Square on New Year’s Eve, and over a billion watch it on TV. 

The illuminated animated electronic billboard was composed of two perpendicular sides in a corner, with the words on each side “Happy Veganuary. Try Vegan This January for Animals, Health, & Planet.” 

In a tweet, Veganuary posted, “EXCITING NEWS! We started #Veganuary2024 in Times Square with a vibrant billboard for the iconic New Year’s Eve Ball drop!”

In November 2023, Veganuary produced its half-year survey revealing that 28% of participants who were not vegan when they signed up for Veganuary 2023 were still eating a plant-based diet six months later. The number of people signing up for the 30-day challenge has been increasing since the organisation started in 2014, but one of its most noticeable effects is the increase of vegan options during January as many eateries and companies have used this campaign as the moment to launch new plant-based options. 

Veganuary’s campaign presence in Spanish and Portuguese-speaking countries dates back to 2020 and has been growing since. In Latin America, countries such as Brazil, Argentina, Chile, and Mexico had a large Veganuary turnout in January 2023. The company was co-founded by Matthew Glover, who ended up also founding other vegan organisations such as Million Dollar Vegan (now called Gen V) and the food company VFC (which recently acquired the UK pie company Clive’s Purely Plants).

Jordi Casamitjana
“Originally from Catalonia, but resident in the UK for several decades, Jordi is a vegan zoologist and author, who has been involved in different aspects of animal protection for many years. In addition to scientific research, he has worked mostly as an undercover investigator, animal welfare consultant, and animal protection campaigner. He has been an ethical vegan since 2002, and in 2020 he secured the legal protection of all ethical vegans in Great Britain from discrimination in a landmark employment tribunal case that was discussed all over the world. He is also the author of the book, ‘Ethical Vegan: a personal and political journey to change the world’.