Plant-Based Products

Veganuary, a Movement to Skip Meat and Dairy, Has Grown 50% in 2021, Attracting 100 Brands

Only in its second U.S. year, the event has 80,000 Americans and influencer Tabitha Brown on board

veganuary-brands-2020 — In a campaign starring TikTok star Tabitha Brown, Veganuary organizers acknowledge that the vegan commitment is a goal, not a mandate.Veganuary

By T.L. Stanley

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Tabitha Brown, a small-town North Carolina native turned vegan influencer, grew up eating whatever was put in front of her, which sometimes included squirrel, turtle and opossum.

“Don’t judge me, OK?” she laughs during one of her refreshingly candid social media videos.

Brown, who recalls thinking veganism was only for white people, hard-core animal activists and “the cool kids,” won’t guilt you either—but she’ll lovingly nudge you to give up meat and dairy products. And if you only succeed in going vegan-ish, well, that’s a start.

Brown, whose social following is now 9 million strong, is the face of Veganuary, a movement that encourages people to go vegan for a month.

T.L. Stanley

T.L. Stanley is a senior editor at Adweek, where she specializes in consumer trends, cannabis marketing, plant-based food products, pop culture and creativity.

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