Dirty Vegan chef Matt Pritchard backs Veganuary 2022

Joanna Lumley, Jane Goodall, Venus Williams, & Sadie Frost donate recipes

8th December, 2021 – Veganuary, the global pledge to try vegan for 31 days, is today releasing new campaign photos featuring Dirty Vegan chef and world-record holding athlete Matthew Pritchard giving rescued cows, sheep and chickens ‘a voice’ using humorous speech bubbles. He was joined on the photoshoot by actors Eva O’Hara, James Moore and Georgia Meacham. The stars are helping to launch Veganuary’s 2022 campaign which kicks off today.

Photos of Matt ‘speaking’ to the animals are available here.

Photos of others at the photoshoot are available here.

Speaking about his support for Veganuary, Matthew says: “Stare into an animal’s eyes/soul and ask yourself – can I kill it and hear its screams go silent to pleasure my tastebuds? Not many can. Go vegan. Join the movement. Join Veganuary.” He also shares his encouragement and advice for people thinking of trying vegan this January in Veganuary’s new campaign video.

View the new 2022 campaign video here.

The professional chef is joined by Joanna Lumley, Venus Williams, Dr Jane Goodall, Sadie Frost, Bryan Adams and New York Mayor Eric Adams who have donated their favourite vegan recipes to Veganuary’s 2022 cookbook which everyone who signs-up will receive.

More than 582,000 people from 209 countries and territories officially took part in Veganuary last year and the charity expects this year to be even bigger as climate change is at the forefront of everyone’s mind.

Veganuary’s Head of Communications, Toni Vernelli, says: “Although changing our diets is crucial to cutting greenhouse gas emissions, it can seem daunting. Signing up to Veganuary makes it much easier as our free pledge is full of helpful tips and advice, including a seven-day low carbon meal plan highlighting simple swaps that slash the carbon footprint of classic British dishes.”

A recent survey* found that six months after completing their one-month Veganuary challenge, 82% of those participants who were not vegan when they signed-up had maintained a dramatic reduction in their animal product consumption. Thirty percent were still eating a fully vegan diet, 38% were eating at least 75% less meat and other animal products than pre-Veganuary and 14% were eating at least 50% less.

Media contact
Toni Vernelli, International Head of Communications, Veganuary
T: 07505 866 548
E: [email protected]

*The survey was sent by Veganuary to 65% of the 582,000 people who signed-up during the 2021 campaign. 8,690 people responded.

Thinking of trying vegan?

Veganuary inspires and supports people all over the world to try vegan for January and beyond. Millions of people have already taken part. Will you join them?