The prominent UK vegan organisation Viva! has started a new campaign calling for all UK restaurants to have at least 50% plant-based menus by the end of 2025. The campaign, titled 50by25, is asking the food industry to “take responsibility” and quickly curb their carbon footprints as we are in a severe climate crisis that needs urgent solutions.

The animal-based food system currently dominating all countries is one of the top causes of the current climate crisis, the sixth massive extinction of species, and the suffering of trillions of animals every year.  

Researchers from Oxford University concluded in 2023 that a vegan diet creates just 30% of the dietary environmental impact of high-meat eaters, and per unit of food consumed, meat and dairy have anywhere from three to 100 times the environmental impact of plant-based foods. Also, a global switch to the diets vegans eat could save up to 8 million lives by 2050 and lead to healthcare-related savings.

Juliet Gellatley, founder of Viva!, said to the Bristol Post, “Every restaurant in the UK should be a minimum of 50% vegan now. It is imperative. Because if you’ve got a vegan dish, you’re cutting your climate crisis impact by half — it is that powerful…I know that the food industry has changed a lot in the last five, six years, I do recognise it. But it’s just not enough. We need cooperation, food industry leaders and businesses speaking out about food: every company that’s related to food changing rapidly, just making it easier and easier for people to become vegan. A lot of the time people get kickback from the meat industry, ‘you can’t say this, you can’t say that’. They should say no, the planet comes first. And we’re gonna say much more loudly.”

“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’.