In terms of new-year improvement, it’s fair to say 2021 owes us more than we do it. But for those still up for a self-betterment challenge, Veganuary may provide a welcome jump-start to the year.
Similar to Dry January, when participants forego alcohol for the month, Veganuary encourages people to eat plant-based, eliminating meat and animal products from their diet.
Veganuary started in 2014 in the U.K. and is now a nonprofit with global reach. The organization launched its first U.S. campaign in 2020. Its main aim is to challenge people to go vegan in January, but it also works on other year-round advocacy projects, such as helping companies create and promote plant-based products.
In the initiative’s first year, 3,000 people signed up. In 2020, Veganuary reported more than 400,000 participants around the world.
“There's so much energy around veganism in the U.S. right now,” says Wendy Matthews, the U.S. director for Veganuary.
Interestingly, Texas was the state with the second-highest sign-ups in the U.S. last year.
On HoustonChronicle.com: Houston’s vegan scene booms into a patchwork of cuisines
A 2018 Gallup poll estimated about 3 percent of Americans were vegan (and 5 percent vegetarian). A more recent Gallup study, from January 2020, showed one in four people are cutting down on meat. Brands like Impossible Foods and Beyond Meat contributed to a booming meat-substitutes market, and even fast-food restaurants now serve vegan burgers. Veganism and plant-based diets have become trendy in the States, with the assist of celebrities endorsing the regimen, as well as the growing wellness industry.
“Health reasons are really resonating with people,” says Matthews. “We hear back from participants all the time that they see increased energy, a better mood, clearer skin.”
Health leads among the reasons given by Veganuary participants (38 percent in 2020), followed by animal rights (37 percent) and the environment (18 percent). According to the Food and Agriculture Organization of the United Nations, livestock production is responsible for 14.5 percent of global greenhouse gas emissions. Of the sign-ups for 2021 so far, 50 percent cited health, a notable increase from last year.
“It is a real energy giver,” says Pat Greer, a veteran of Houston’s vegan scene. She was a child when she realized the cattle her father was raising would end up in her freezer and that of others. She’s kept mostly vegetarian since, but it wasn’t until a health challenge 20 years ago that she switched to veganism.
Greer founded Central City Co-op with her daughter and also operates Pat Greer Kitchen, selling vegan meals, snacks and kombucha from the Montrose location at farmers markets and other local outlets.
Health was also a deciding factor for Nadia Ahmed, the chef behind Green Roots Kitchen, a plant-based cooking school in the East End. Like Greer, she feels more lively and vibrant eating fresh, whole, vegan food. Another big factor for Ahmed is cost: Generally speaking, it’s cheaper to buy fruits and vegetables than meat and packaged foods.
Both Greer and Ahmed caution that not all food that is vegan is necessarily good for you.
“There's healthy and unhealthy in every single diet,” says Greer. “There are plenty of (vegan) products out there that are not healthy.”
Many plant-based items are heavily processed or have high sugar contents, for example. Ahmed says she often sees people go vegan, then rely solely on pasta, potatoes and rice — all starches. Diets need to be balanced and varied, including all the nutrients the body needs.
Of course, everyone’s metabolism is different. Ahmed says you have to understand which foods are the right fuel for your body: “What works for me might not work for you or the next person and so on.” She also cautions not to overhaul your diet overnight. It needs to be sustainable, so if eating vegan or vegetarian is a huge change from your usual eating habits, Ahmed advises starting with something like meatless Mondays, or eating meat just once a week, gradually incorporating more vegetables into your diet.
Greer also recommends bringing in comfort foods to make it easier to see the challenge through. If you’re having a moment of weakness, think of what you’re craving, then make it vegan — a burger made of beans or mushroom, for example.
At the beginning of Veganuary (or whenever you are going plant-based), build your pantry. In Ahmed’s, there’s always plenty of grains, such as quinoa, farro, oats and grits, as well as different types of rice: brown, black, white. She uses varieties of nuts and seeds, too, like chia and hemp. Greer also loads up on seeds, like sunflower and flax.
Use these as building blocks for your meals, then add fruit and vegetables. Many of the above are great sources of protein and fiber; the former you need in a plant-based diet in lieu of meat, and the latter for good digestion. Additional sources of these minerals include beans, peas and other legumes, broccoli, spinach, Brussels sprouts, sweet potatoes, artichokes, bananas, apples and raspberries.
If you are new to veganism, Ahmed says most grocery stores have plenty of great-tasting substitutes for meat, butter, milk and cheese nowadays. They can make it easier to transition, but she cautions not to rely on them for the long term. “Processed food is processed food, whether it's vegan or non-vegan,” she says.
Everyone who signs up for Veganuary through the organization’s website receives a daily email throughout January with helpful resources to maintain the pledge, such as recipes, meal plans, shopping lists, tips and special offers from corporate partners.
Because of the still-ongoing pandemic and the economic recession, the Veganuary team approached the 2021 challenge a little differently than previous years, by focusing more on home cooking and budget-friendly meals. One meal plan includes dishes that cost under $1.40 per serving.
On HoustonChronicle.com: Here are 35 places that exclusively serve vegan food in Houston
In Houston, there’s never been a better time to eat vegan. Dozens of businesses serve plant-based food, from fine-dining to casual restaurants, food trucks to meal-delivery services. They also offer the same diversity the city’s food scene as a whole is known for — Houston has vegan soul food, vegan Mexican food, vegan Asian food, and more. Vegan barbecue food truck Houston Sauce Pit announced it’s encouraging people to go vegan in 2021 by giving them a free meal on their fifth visit.
While Veganuary is a one-month challenge, the hope is that participants will maintain these new habits throughout the year, whether by going 100 percent vegan or simply transitioning to a more vegetable-forward, non-meat-centric diet.
Matthews says the organization’s theory is that if people are vegan for a month with the right support and resources, they’ll start looking at the grocery store shelf or the restaurant menu differently. That’s where the change happens.
emma.balter@chron.com
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Goodbye 2020, hello Veganuary: the global movement to eat plant-based for a month - Houston Chronicle
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