The action was carried out on Wednesday as part of World Plant Milk Day (WPMD) - an initiative created by Plant Based News' Co-founder Robbie Lockie in collaboration with international food awareness group ProVeg - is a celebration of the plant-based alternatives to cow's milk. Animal Aid is one of major advocacy groups supporting the day.
To promote plant-based milk, Animal Aid campaigners took a giant inflatable cow called Martha to Piccadilly Circus, where they distributed free samples of dairy-free milk alternatives and information about adopting a dairy-free, vegan diet.
Animal Aid Campaign Manager, Tod Bradbury, said: "Passers-by were very happy to see Martha, who certainly brought a smile to their faces, and they were equally excited to receive their free samples of coconut milk. Most people were very interested in our literature and many went away pledging to try dairy-free.
"It has never been easier to ditch dairy, with delicious plant-based alternatives to all of your favourites widely available in supermarkets, cafés, restaurants, independent shops and more.
"The dairy industry is not only cruel to the cows, sheep and goats involved in it - as investigations by Animal Aid and other organisations have shown - but it also has a drastic negative impact on the environment through water pollution, soil erosion and greenhouse gas emissions."
Disclaimer: The opinions expressed in this article are prepared in the author's capacity and do not necessarily reflect the views and opinions of Plant Based News itself.Reuse this content
Maria is the Editor of Plant Based News. A former magazine editor, newspaper reporter, and features writer, her work has been published by The Guardian, The Huffington Post, and various regional newspapers. She was previously the editor of Vegan Life magazine and Vegan Trade Journal. She has interviewed a huge range of people, from Prime Ministers to authors, activists, pop stars and actors, and enjoys the varied range of topics writing for PBN allows her to tackle. You can follow her on Twitter @MariaChiorando and Instagram @mariachiorando.
Since you're here...
Plant Based News is a FREE service that receives millions of views each week on Youtube, Facebook, Instagram, Twitter, our weekly newsletter and this website. This takes a lot of our personal time, money and hard work. But we do it because we KNOW it makes a difference. If those following our reporting helped by contributing, we could do even more. Please consider supporting us so we can create further awareness about animal rights, environmentalism, ethical consumerism and the plant-based lifestyle. Not a false narrative - but information that empowers people to make better choices.