The public is being urged to ditch dairy as part of a vegan-led initiative called 'MooFree May'.
The campaign, now in its second year, was created by vegan charity Viva!. The organization aims to educate people about the health, animal welfare and environmental motivations for going dairy-free.
Efforts will be predominantly focused through social media. In addition, there will be outreach events taking place in four major cities across the UK, where campaigners will hand out vegan cheese from Heather Mill’s company VBites, and chocolate from Moo Free.
The campaigners, who will be accompanied by a giant inflatable cow emblazoned with the words 'Vegan is a State of Kind', will also show undercover footage taken on dairy farms, and distribute a wide range of dairy-free booklets and guides.
Footage from Viva's investigations
"Our MooFree May campaign was a huge success last year and so we are delighted to announce another month of action coming this May," Juliet Gellatley, Viva! Founder and Director, said in a statement sent to Plant Based News. "This past year, we have made huge strides in veganism. From an explosion of plant-based products to influential figures taking the vegan pledge, to nationwide retailers experimenting with vegan menus, we have a lot to celebrate in the vegan movement.
"That's why we’re returning to UK high streets with our MooFree May campaign. Gone are the days of bland dairy-free options and complicated vegan recipes! We will be showcasing some delicious vegan cheese and helping the public learn more about the delicious and accessible dairy alternatives which are available across the UK."
Dark side of dairy
Gellatley added that the charity will also be talking about the dark side of dairy, and showing footage taken from Viva!'s undercover investigations of UK dairy farms.
"The videos show the brutal lifecycle of dairy cows – from being continually artificially inseminated and locked into a perpetual cycle of pregnancy, to having their new-born calves ripped away from them,' she said. "These barbaric practices are standard across the dairy industry and are completely unnecessary – just so that humans can consume cow's milk.
Our campaign presents a strong nutritional case for going dairy-free and discusses the shocking environmental impact of the dairy industry. For example, it takes almost three times the greenhouse gas emissions to produce a glass of dairy milk when compared to any non-dairy milk. If you were to produce a glass of dairy milk every day for a year, it would require 10 times as much land as producing oat milk. Even almond milk and rice milk require less water to produce than the typical glass of dairy milk.
"Overall our message is clear: going dairy-free is such a positive and simple change to make. We can each use our consumer power and opt out of the needlessly cruel dairy industry, whilst you can lessening your environmental impact too. Take the pledge this MooFree May."
MooFree May outreach events:
· London, Leicester Square, May 8
· Cardiff, Queen Street, May 15
· Glasgow, Sauchiehall Street, May 25
· Liverpool, Churchstreet, May 26