A new campaign promoting plant foods to be launched in Ukraine
In 2021, the Vegan Challenge and Healthy Eating campaigns will merge to create a new UA Plant-Based project. Its purpose is to disseminate information about plant nutrition in Ukraine, popularize plant products and dishes, educational work with businesses and government agencies, and change public opinion about such a diet.
Both campaigns have worked in plant nutrition for several years and have had considerable success. However, such a rebranding will be a step towards more serious work and will allow for more ambitious projects in Ukraine.
For instance, as part of the Healthy Eating campaign, two nationwide studies were conducted on the number of vegetarians and vegans in Ukraine. Vegetable Mondays were launched — an international campaign that invites catering establishments to join the global trend and focus on plant dishes on their menu every Monday. At the prestigious exhibition WorldFood Ukraine, a separate stand with producers of only plant products was presented for the first time. Several surveys were conducted on the best plant products and restaurant menus, and on the eve of Lent, a short film was shot together with the Molodiya social advertising festival.
Vegan Challenge is a free program that provides participants with all the information about veganism and a plant-based diet. In the two years of its existence, the Challenge has registered almost 12,000 people, most of whom have not yet tried such food. It was possible to get the support of a personal mentor and to consult with a registered dietitian and project psychologist. The Vegan Challenge hosted many lectures and webinars on plant-based foods, many vegan raffles, an e-book of vegan recipes for free download, and many additional materials for free viewing.
The new UA Plant-Based project will be a continuation of both campaigns, but with a focus on business transformation and institutional change. Among the campaign's goals: educational work on plant nutrition for citizens and business owners, introducing plant dishes in the menus of more restaurants, promoting local vegan producers, holding business-oriented conferences, creating a communication base for producers and distributors, etc. The world market of plant alternatives and the demand for them is constantly growing, and technologies for producing plant products continue to develop actively, so UA Plant-Based seeks to join Ukraine in this global movement.
