VegFund Research at NEVF!


On April 26th, as part of a new research initiative to learn more about how VegFund’s programs affect dietary behavior, VegFund sponsored a screening of Cowspiracy: The Sustainability Secret at the wildly successful New England VegFest (formerly Worcester VegFest), along with a survey to film viewers.


Thousands of people – most of them not yet vegan – attended this free festival full of great vegan food, cruelty-free companies, animal advocates, and eye-opening talks.

The screening was well-attended, with a full room of about 120 viewers who were exposed to the shocking impact of modern-day agriculture on the environment and animals. Withe the assistance of several volunteers, VegFund’s Amanda Riley distributed a survey to these viewers to learn about their dietary habits and whether they were influenced by the film. We will follow up with them on their dietary habits after one month.


Vegan Treats!

Given the proven power of documentaries, we are very excited to see what more we can discover about the effectiveness of screenings, so we can incorporate any insights into our programming.

Embrace and Encourage: Lessons from Three Decades

Speech, as prepared, for the 2015 San Diego VegFest
Matt Ball, Senior Advisor

Before we open it up for discussion, I want to share a bit of my story with you, as a way to frame some of the lessons I’ve learned about being vegetarian since I first stopped eating animals nearly 30 years ago.


Loved meat, and groovy pants!

Growing up, and then when I went off to college in 1986, I was not even close to being a vegetarian. I loved going out to eat (in my funky pants!). I loved steak and pizza. I didn’t like any vegetables except corn on the cob.

But then, my roommate in college was an older transfer student, two inches taller than me and probably 70 pounds heavier. Fred was an imposing guy. He was also a vegetarian. And of our circle of friends, he decided I was the most likely to change, so he regularly told me about the cruelty of factory farms and industrial slaughterhouses.

Believe me: I did my best to tune him out.


I didn’t want to know anything about what went on. But before the end of the year, I had stopped eating animals. I lived on the cafeteria’s Captain Crunch, and cheese sandwiches on white bread. And french fries — lots of french fries. Not surprisingly, I wasn’t particularly happy. My Mom was sure I was doing permanent harm to my health. I couldn’t really argue.

So I went back to eating meat.

But I was never able to put what was being done to animals completely out of my mind. I had lost the bliss of ignorance.

ideas1The next year, I lived in an apartment, responsible for my own food purchases. One day, I was looking in the mirror and the thought just came to me: “How can I consider myself a good person if I continue to eat animals?”

I had no answer.

I have never eaten meat since.

After that, I joined the local animal rights group. I learned about the reality behind eggs and dairy. But again, I didn’t immediately jump to veganism. I bought free range and amish products — “happy” eggs and dairy, if you will.

Again, I evolved over time. The more vegans I met, the closer I came to being vegan myself. Eventually, I stopped eating all animal products and entered the next stage:


The angry vegan.

As I discuss in the essay, “Letter to a Young Matt” (in TAA):

I had finally, finally come to recognize the brutality that went on behind the scenes. But it seemed almost no one around me cared. Even worse than that, they mocked and attacked me for being vegan! I mean, not only did they support cruelty, but they ridiculed me for not eating animals!

Of course, I had to show them: how ethical I was, how much cruelty I could purge from my life, how far I would go for the animals. Being vegan became my defining characteristic, and I became obsessed with justifying and glorifying veganism (and, thus, of course, myself).


Debates about language, philosophy, and hypotheticals all took on vital importance. I had to take part in any protest that came along: driving long distances, being out in sub-zero weather, getting arrested. I couldn’t “turn my back” on the animals. I was just that dedicated!

Now don’t get me wrong: I don’t blame Young Matt. In the face of what is being done to animals, being angry is entirely justified. Feeling desperate to “do something, do anything” is understandable. And coming up with new arguments, new claims, new chants and slogans and protests … well, it all seemed logical at the time.

I had one more lesson to learn, which I had to learn the hard way.

I finally realized that the irreducible heart of what matters is suffering. Back then, even though I was absolutely sure I knew everything, I really didn’t know anything about suffering. Since then, though, I’ve developed a chronic disease and have experienced times when I thought I was going to die, times when I wished I would die. Back then, I worried about abstractions and words and principles; I argued about exploitation and oppression and liberation. I didn’t take suffering seriously. Now, knowing what suffering really is, and knowing how much there is in the world, all my previous concerns seem, well . . . to put it kindly . . . ridiculous.


I first ended up in the emergency room almost exactly 20 years ago. I then spent months and months bouncing from doctor to doctor. It was only then, once I had first-hand experience with real suffering, that I knew my life’s true calling. Veganism, animal rights, anti-speciesism, definitions, abstractions, arguments — all these are relevant only inasmuch as we use them to actually reduce suffering.

And that’s what I’ve dedicated my life to ever since.

So what are the lessons we can take from my journey?


First, my experience is in keeping with one key fact: the vast majority of people who stop eating animals eventually go back to eating meat. The Humane Research Council’s survey found this to be the case for about 80% of people who go vegetarian (see also Ginny Messina RD’s take).


As advocates, we haven’t had a lot of success since Peter Singer published Animal Liberation in the 1970s. Given this absurd rate of recidivism — 4 out of 5 quitting! — it isn’t surprising that the percentage of vegetarians in this country hasn’t grown in proportion to our efforts.

Clearly, we have a lot to learn if we are to make significant progress. There are two important insights from the HRC study.


First: The data clearly shows the biggest difference between those who are currently vegetarian, compared to those who stopped being vegetarian, is that current vegetarians are motivated by “Animal Protection” — 68% of people who are still veg, vs only 27% of those who went back to eating animals. The people who were motivated primarily for health were the ones who went back to eating animals. So obviously, if we want to help animals, we should give up trying to “trick” people into going veg for health or other forms of self-interest. Rather, we will help animals the most by actively advocating for animals.

Second, the people who go veg the quickest are also more likely to go back to eating animals. I’ve seen this over and over. For example, two close friends of mine went vegan overnight. Now, neither of them are even vegetarian.  On the other hand, people who, like me, slowly evolve to an ethical diet are more likely to keep making compassionate choices.

The take away from this is to embrace and encourage everyone who has ever taken steps to help animals. I was a failed vegetarian. I bought “happy” animal products. I can tell you — if people had screamed at me, attacked me for my failings, the issue in my mind would have changed. I wouldn’t have still been thinking about animals; I would have been focused on the angry, fanatical vegans who were attacking me.


This is backed up by the data on two levels. The first, as referenced in Nick Cooney’s book Veganomics, is that people who buy “humane” meat eat less meat than the average person, and are more likely to go vegetarian.

Related to this is the most important point: the number of animals killed in this country is going down.

Given that reducing the number of animals suffering and dying is the bottom line, it is worth unpacking this good news a bit.


For decades, the number of animals killed in this country skyrocketed. Prompted to “eat healthy,” people replaced red meat with chickens. Since it takes over 200 chickens to provide the same amount of flesh as one cow, the move to “healthy eating” led directly to billions more individuals suffering. Given that chickens are much more intensively raised, the amount of suffering went through the roof!


But since 2006, the number of animals killed in the US has fallen, even as the human population has gone up. Unfortunately, this hasn’t been because of a significant rise in the percentage of vegetarians and vegans. Rather, fewer animals are suffering and dying because of the number of people who are eating fewer animals — meat reducers.

Knowing this reinforces a point made previously: We shouldn’t attack or obsess over people who don’t immediately go veg — those who cut back on meat, who talk about “happy meat.”

Instead, we should embrace — and encourage — every evolutionary step anyone takes to help animals.

My example shows that the path to a compassionate life is often an uneven journey. There are many similar stories. A friend of mine went veg as a teenager, and his brother mocked him relentlessly. That brother?


Paul Shapiro, who later went on to found Compassion Over Killing. He is a member of the Animal Rights Hall of Fame, and one of the most important voices for animals in the country.

In addition to not giving up on anyone, we should also look into what specifically causes people to change their diet in a way that helps animals. In addition to HRC’s survey, the best source of this information is a large study by The Humane League.


Here are two graphs of the motivations for people who are veg or semi-veg. I know you can’t see these clearly, but they show that of the activist tools available to us, video is very important — documentaries and online videos. This is why my group, VegFund, focuses on the most modern tools available to us, rather than what is easiest, most popular, or what was cutting edge 20 years ago.

These graphs also show the importance of conversation, which gets to another important lesson: The power of example. I would actually put this in an even broader context:


The impact of what we personally eat absolutely pales in comparison to the impact we can have with our example, our advocacy, and our donations. Imagine if you have a conversation with someone, or convince someone to watch an online ad, or fund the screening of a documentary, and as a result, just one person stops eating animals. With just that relatively minor effort, you will have done as much good as will be accomplished by every compassionate choice you will make the rest of your life.


Now there’s tons more we can discuss, which is why I wrote two books and tried to keep my prepared remarks short. But before we open it up, this last point bears repeating: each one of us can have a profound impact in the world.  We don’t do this by being the angry vegan. The key to changing the world is to set aside our ego, to refuse to be driven by dogma, to refuse to give into anger and hatred.


Instead, we can focus on positive, pragmatic, practical outreach that is entirely dedicated to helping as many animals as possible.

As I hope I’ve made clear, it was extremely difficult for me to stop trying to glorify my veganism. I was the worst offender in terms of worrying about words and definitions and winning arguments. But now, I think back to times when I was in so much pain that I wanted to die. Wanted to die. And I know there are animals out there who are going through that right now.


You know that, too. You know that what is being done to animals right now is so brutal, so terrible, it hurts just to watch the footage. It hurts to even think about it.

Embrace your empathy! Let your fundamental compassion drive you. Your basic goodness can keep the focus on the bottom line — helping animals as much as possible — while preventing distractions like dogma and definitions.

We should do this because a truly different world is possible! When I stopped eating animals nearly 30 years ago, I didn’t believe the world could change.

Now I know it can.


The future is in our hands. The world can change if enough of us embrace radical pragmatism and set a realistic, reasonable example. If enough of us let our advocacy and our contributions be guided by having the greatest possible impact. If enough of us recognize the unstoppable power of compassion matched with reason.


It is an incredible time to be vegetarian. Billionaires investing in vegan companies. Brilliant, bottom-line dedicated individuals building companies to reach the mainstream, not just vegans. Food technology advancing like crazy.


Restaurants like Veggie Grill and Native Foods spreading like wildfire and reaching an ever-increasing audience. The number of animals slaughtered going down.

We are at the start of a fundamental transformation of our society. You can play a pivotal part. Please do — and you can start by visiting today. As an activist and/or a donor, you can truly change the world!

Thank you so much!


Merit Award Spotlight: Twin Cities Veg Fest 2014

twin-cities-veg-fest-2014-exhibitor-hall-aboveVegFund helped fund many veg fests and other projects in 2014 through our Merit Awards program. One was the growing, annual Twin Cities Veg Fest in Minnesota, hosted by Compassionate Action for Animals. They reached about 1,500 non-vegans (about 2/3 of the total attendance) not only through a variety of vegan talks, cooking demos, and vendors, but also with their own food sampling and pay per view efforts! [Note: The food samples and pay per view cash incentives for this event were not funded by VegFund.]

The food sampling involved vegan ice cream sandwiches as well as vegan turkey and mayo sandwiches. They estimated that they gave out about 2,000 of each, and this doesn’t include the hundreds of samples given away at cooking demos or by vendors!

The pay per view reached fewer people, about 179, but most of these people were thoroughly touched by their new knowledge of the cruelties of factory farming. Most of them were not aware of the issues before and were shocked but grateful to learn about them.

15203282208_06af8e67b2_z 15203264668_1e158cee3f_z

15386597762_fc6d02fd28_zOne other interesting touch was a Meatless Monday proclamation announced by Minneapolis councilman Cam Gordon. It recommends that residents practice Meatless Mondays in order to help animals and the environment (as well as their own health).

A VegFund Merit Award’s role in funding veg fests is typically, as in this case, to assist with advertising expenses that allow event organizers to attract a large number of non-vegans that they would not otherwise be able to reach. If you have a veg fest planned soon and think this funding may help you, check out our Merit Award guidelines.

The Beast, Healthy Vegan Diets, and The Death of Meat



Beyond Meat’s High-Protein Veggie Burger Is the Best Thing to Ever Happen to Vegans (and anyone who wants to make more compassionate choices!)

The great Ginny Messina RD lays out the plan for a healthy, cruelty-free diet.

UN Endorses Veganism

The Nasdaq market warns investors of the coming “Death of Meat“!


Food Sampling Spotlight: VegVUW, New Zealand

vegvuw1One of the many food sampling events that VegFund helped fund in 2014 was carried out by an organization called VegVUW in New Zealand. They gave out a host of delicious vegan samples: coconut yogurt with passionfruit syrup; chocolate, vanilla, and caramel-flavored puddings; vanilla, chocolate, and plain soy milks; and almond milk. The caramel pudding seemed to be the most popular, but all of the samples triggered lots of positive comments and questions, so they were all clearly well-liked!

Overall, VegVUW estimates that they gave out over 500 food samples and 200 vegan booklets.



vegvuw2 vegvuw3


VegFund is happy to help out with eligible vegan food sampling and other events throughout the world! If you’re new to applying for funding, you can start by reviewing our guidelines.

Ginny on Preventing Failed Vegans

Thanks to Ginny for permission to reprint this.


It’s no secret that many people give veganism a try only to quickly abandon it. But the findings from last month’s Humane Research Council survey were especially sobering.

According to their study, a cross-sectional survey of 11,400 U.S. adults, nearly three-quarters—70% to be exact—of those who have tried a vegan diet end up abandoning it. The numbers are even higher for vegetarians. Alarmingly, the survey found that there were five times more ex-vegetarians/vegans than current vegetarians/vegans.

Now this is a single study that has not yet been peer-reviewed. As such, it’s not the final word on ex-vegetarianism. Also–and I think this is important–the survey did not ask people if they had gone vegan or vegetarian for weight control. Those in pursuit of weight loss often hop from one diet to another. If we could weed out those chronic dieters, the numbers might look a little different.

But this was certainly a good study that asked a lot of crucial questions. It provides important perspective on why people abandon meatless and vegan diets.

HRC found that people who adopted their plant-based diet exclusively for health reasons and those who transitioned very quickly to vegetarianism were more likely to return to eating meat. Those who make dietary changes for their health often “start strong, and quickly fade.” In fact, more than a third of ex-vegetarians gave up pretty quickly, having tried their diet for less than 3 months.

Twenty-five percent said they weren’t sure they were getting the best nutrition and an even greater number said that their health suffered on a vegetarian or vegan diet. Many felt that their health improved after they added animal foods back to their diet. More than one-third of ex-vegetarians craved animal foods and were bored with their food choices.

Finally, people were more likely to give up on a vegetarian or vegan diet when they didn’t perceive it as part of their identity.

In short, people gave up on vegetarianism or veganism for all the reasons you would guess—inconvenience, food cravings, not feeling well, concerns about nutrition and a lack of conviction.

Fortunately, we have the tools to address a lot of these issues.

It goes without saying—and is largely what this blog is about—that we need to promote sound, evidence-based information to help people feel confident that they are meeting nutrient needs. Downplaying the need for appropriate supplements and for focused food choices doesn’t do any good for vegans or for farmed animals.

We need to help new vegans discover the foods that make meals easy, pleasurable and varied. This means that we want them to know that they can choose from a wide range of foods which includes soyfoods, veggie meats, some convenience products, vegetable oils, and a few treats now and then.

Cravings for animal foods appeared to be a problem for many ex-vegetarians and vegans. This is something that I believe is almost always about texture, flavor and familiarity rather than nutrient shortfalls. I’ve written before about the importance of adding umami to vegan menus, and I also think that veggie meats can help a lot for those who like them.

Helping people make a realistically-paced transition is key as well. (Although more than half of current vegetarians/vegans had transitioned quickly, so clearly this works just fine for many people.)

More than anything, activists need to provide sympathetic support. New vegetarians and especially vegans are bound to falter now and then as they work to bring their choices in line with their beliefs. A lot of ex-vegetarians and vegans said that they found it difficult to stay “pure.” But, lapses and mistakes don’t mean that someone has “failed” at being vegan. Most of us acknowledge that being vegan is not always a breeze and that the transition is rockier for some than others.

Some obstacles are more challenging, though. Ex-vegetarians/vegans were more likely to say that their diet made them feel conspicuous. And even 41% of current vegetarians and vegans said that they disliked that their diet makes them “stick out from the crowd.”

I think this is a big issue and not an easy one to solve. But it does tell us that vegans need to support each other and help each other and mentor each other. And, along with great food and foolproof nutrition guidelines and a realistic plan for adopting a vegan diet, maybe we can help more people stick with veganism for the long-term.

For the sake of the animals, we have to do better not just in convincing people to try veganism, but also in helping them stay vegan. I’d love to know your ideas for how we can help more people make successful and permanent transitions to a vegan diet.


VegFund is very fortunate to have Ginny on our Board!