Dirty Vegan chef Matt Pritchard backs Veganuary 2022

Dirty Vegan chef Matt Pritchard is backing Veganuary 2022, a global pledge to try vegan for 31 days. In new campaign photos, Pritchard is seen giving rescued cows, sheep, and chickens 'a voice' using humorous speech bubbles, along with actors Eva O’Hara, James Moore, and Georgia Meacham. Pritchard encourages people to go vegan and join the movement for Veganuary, emphasizing the impact on animal welfare and the environment.

Other celebrities like Joanna Lumley, Venus Williams, Dr. Jane Goodall, Sadie Frost, and Bryan Adams have donated their favorite vegan recipes to Veganuary’s 2022 cookbook. With over 582,000 participants from 209 countries and territories last year, the charity expects an even bigger turnout this year due to increasing concerns about climate change. A recent survey found that a significant percentage of participants maintained a reduction in animal product consumption even six months after completing their one-month Veganuary challenge.