Viva! Launch Moo Free May Initiative

Viva! is launching the Moo Free May initiative as part of its Scary Dairy campaign, which was featured in the latest issue of Vegan Life Magazine.

Throughout May, Viva! will be holding a series of events to promote people to go dairy-free in May. At the events there will be free recipe booklets, health and nutrition information, dairy-free guides and samples of dairy-free products for people to try.

The initiative is to educate people about the realities of the dairy industry, as many members of the public are unaware of the exploitation of dairy cows. Cows are artificially inseminated at a young age and their calves taken from them immediately from birth, denying the calf of the milk which is used for human consumption instead.

Viva! founder and director Juliet Gellatley, said: “In recent years global sales of plant-based milk and dairy-free cultured products such as yoghurt, frozen desserts and ice cream, creamers and cheese have grown rapidly with Kantar World panel revealing that one in three shoppers buy into dairy-free in Britain. Whether it’s because of an allergy or a lifestyle choice, people are ditching dairy.

“Going dairy-free is one of the most natural changes to your diet. Why? Simply because drinking milk past infancy is not what nature intended. We’re the only species in the world to do so and what’s more, we consume milk of a different animal!

“We want to show the public just how simple, delicious and easy it is go try dairy-free. MooFree May will open people’s eyes to tasty dairy alternatives available whilst highlighting the brutal realities of the dairy industry, which subjects dairy cows and their calves to a life of misery.

“Stop supporting this cruel industry and try dairy-free – there’s never been an easier time to try!”

You can find out more about Moo Free May and the events here.


The lifestyle magazine written by vegans for vegans.