4 January 2025
 Every new year brings a fresh trend that captures media attention and inspires individuals and businesses to embrace healthier lifestyles. The standout trend of early 2025 is undoubtedly 'Veganuary.' This global movement, encouraging a vegan diet throughout January, is sparking creativity among people and companies alike. One notable participant is the Austrian corporate caterer Eurest, which serves over 55,000 meals daily across workplaces, schools, universities, and healthcare facilities, supported by a dedicated team of 1,200 employees. To celebrate Veganuary, Eurest presented the 'Powered by Plants' menu line. The history of Veganuary and the rise of plant-based living Every January, millions of people around the world take on the challenge of Veganuary - a month-long initiative that encourages individuals to adopt a vegan lifestyle. The term 'Veganuary,' a combination of 'vegan' and 'January,' was coined in 2014 by Jane Land and Matthew Glover in the United Kingdom. It began as a grassroots effort to highlight the benefits of a plant-based diet, including health, sustainability, and animal welfare. Since its inception, the campaign has grown exponentially, garnering support from corporations, influencers, and environmentalists alike (source: veganuary.com/campaign-reports). Prominent ambassadors like Billie Eilish are featured on the Veganuary website, where the singer-songwriter and activist underscores that the livestock sector contributes a significant portion of all food-system greenhouse gas emissions. She emphasizes the immense strain this places on the planet and advocates for reducing meat consumption and embracing plant-based foods as a collective effort to give the Earth a fighting chance for recovery. The movement reflects a broader societal shift toward mindful eating, driven by increasing awareness of the environmental impact of food choices and the health benefits of a plant-based diet. In Austria, this trend is also gaining traction, with companies and institutions actively promoting sustainable and innovative food solutions. One such organization leading the way is Eurest Austria, a key player in the country's corporate catering industry. With a strong commitment to sustainability, Eurest presented its vegan initiative 'Powered by Plants' as part of the global Veganuary campaign. Eurest's Powered by Plants menu concept Eurest Austria's 'Powered by Plants' is a statement of intent. For the entire month of January, Eurest is focusing on 100% plant-based dishes in its corporate restaurants, offering a variety of innovative and sustainable meals. Eurest explains in the press release that the initiative aims to introduce guests to the diverse possibilities of plant-based cuisine while addressing evolving dietary trends. The vision behind Powered by Plants and how it is made Vincent Krumpel, Head of Culinary at Eurest Austria, explained that the 'Powered by Plants' brand aims to introduce guests to the variety and enjoyment of plant-based cuisine. The goal is to make plant-based dishes a regular part of the daily menu and to actively promote the acceptance of sustainable eating habits. To kick off the New Year, Eurest is participating in the global Veganuary initiative, encouraging guests to adopt a fully plant-based diet for the month of January and experience the positive effects for themselves. As part of the plant-based cuisine initiative, renowned vegan cookbook author Siegfried Kröpfl provides regular training to the Eurest team, which prioritizes using ingredients sourced over 80% from Austrian farmers. This approach ensures a menu crafted with a focus on sustainability, health, and exceptional taste. Image: The picture shows the campaign visual for 'Powered by Plants', the 100% plant-based menu line from Eurest Austria. Photographer: Lukas Lorenz / © Eurest Österreich. |
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