Plant-based food brands The Fry Family Food Co. and Oumph!, both portfolio brands under the LIVEKINDLY Collective, announced their official sponsorship of Veganuary 2021. LikeMeat, the third food brand in the portfolio, will be amplifying the initiative in Germany.
International Marketing Director at Fry’s and Veganuary ambassador of six years, Tammy Fry, will be spearheading the month-long challenge for the LIVEKINDLY Collective brands to encourage people worldwide to try a plant-based diet for January and beyond.
“As a lifelong herbivore, mother and business leader in the plant-based food space, Veganuary is an opportunity to share my years of knowledge and support people regardless of where they’re at in their plant-based food journey,” Tammy Fry said. “Fry’s has a history of leading plant-based initiatives, like Veganuary, in South Africa. This is the first year we’ve been able to step up as a global sponsor and I cannot wait to work with our sister brand Oumph!, to use our collective reach and resources to help drive record participation around the world to make plant-based eating the new normal.”
It has never been easier for people to take the Veganuary pledge and by signing up, participants will receive 31-days of recipes, shopping guides, meal plans, restaurant suggestions, social media community groups and more to take them on a taste adventure full of new flavor experiences, and a kinder way of eating, according to a statement.
“We are excited that Fry’s and Oumph!, as members of the LIVEKINDLY collective, are part of a growing movement, joining forces with our official sponsor brands of the Veganuary 2021 campaign to inspire people to move to a plant-based diet as a way of protecting the environment, preventing animal suffering and improving the health of millions of people”, Ria Rehberg, CEO of Veganuary said.