The Vegan Food Group (VFG), a prominent British brand supplying vegan meals to major retailers such as Tesco, Asda, and Morrisons, is withdrawing its products from UK shelves and cutting 60 jobs across its operations. This significant reshuffle includes the loss of around 30 positions at its York head office and an additional 32 roles at its Clive’s Purely Plants facility in Dartmouth.
Matthew Glover, Chair of VFG, explained that these changes are part of a broader strategy to expand the distribution of plant-based protein products throughout Europe. While VFG scales back its UK presence, it will continue to receive financial support from the Ahimsa Foundation. Co-founder Adam Lyons emphasized that this realignment “brings real stability and clarity” to the company’s future operations.
Glover expressed optimism, highlighting ongoing efforts by the German team to manufacture and distribute high-quality plant proteins across the continent for years to come.
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Meanwhile, some top chefs have commented on the Veganuary movement, choosing not to introduce vegan specials post-holiday season in order to maintain menu consistency. They noted that vegetable dishes are already an integral part of their regular offerings, suggesting that vegetables don’t need a dedicated campaign to gain respect.
Although some chefs view Veganuary primarily as a marketing tool, the campaign’s Head of Communications, Jian Yi, maintains that its popularity and impact continue to grow globally. Yi pointed out that as awareness of the environmental impact of food choices rises, Veganuary’s approachable, non-judgmental message encourages people to try plant-based eating with an open mind.