A record number of people have already signed up for 'No Meat May', which kicks off this week.
The campaign, which supports people as they sign a month-long meat-free pledge, already has 25,000 sign-ups.
This is a staggering 150 percent increase on last year’s total sign-ups of 10,000 people, which organizers say is proof that 'more people are open to plant-based eating than ever before'.
No Meat May
Participants in this year's No Meat May will receive free advice and support, including guidance on how to cook affordable, healthy plant-based meals, and dietary advice to stay extra strong and healthy during this period of quarantine and social distancing.
According to organizers, the effects of the campaign last well after the month is over, with 94 percent of past participants going on to reduce their meat consumption and one-third reporting a 'life-changing experience'.
People's eating habits
No Meat May organizers say they are astounded by the record number of sign-ups to this year’s campaign during the current coronavirus crisis - suggesting that the number of sign-ups could signal that many people are continuing to shift towards reducing the consumption of animal products amid the pandemic.
"It's hard to say what the Covid-19 effect is, and whether people are drawing the connection between intensive factory farms and public health concerns, or simply want to learn a new way to cook, and experience the benefits of plant-based eating whilst in lockdown," Ryan Alexander, No Meat May’s co-founder, said in a statement sent to Plant Based News.
"We aim to survey participants on their reasons for taking the No Meat May pledge this year, to discover whether the current crisis is having a major effect on people’s eating habits."