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MooFree May

As part of Viva!’s Scary Dairy campaign, this May we are organsing a nationwide initiative called ‘MooFree May’ – which focuses on encouraging the public to ditch dairy and try delicious dairy-free alternatives.

During May Viva! are holding a series of fun events across five major UK cities where they’ll offer the public delicious samples of dairy-free products and distribute a range of dairy-free information including free recipes booklets, health and nutrition information and dairy-free mini guides.

Accompanied by a giant inflatable cow, Viva! will show the public how delicious a dairy-free diet can be, and urge them to take Viva!’s dairy-free pledge. The events dates are:

• London launch event- 4th May
• Manchester - 6th May
• Birmingham - 17th May
• Glasgow– 19 May
• Edinburgh – 19 May

We are keen to raise awareness of the dark side of the dairy industry and will be running a huge social media campaign during May. The social media campaign will include sharing short videos from their recent shocking dairy industry exposé which features startling scenes captured inside British farms supplying huge household brands.

Many people are unaware that the lifecycle of a dairy cow is a continual exploitation of the female reproductive system. She is artificially inseminated at a young age, carries her baby for nine months, only for the calf to be ripped away from her hours after birth. This practice is standard across the dairy industry and is used to produce ice cream, milk, cheese butter and yoghurt. This happens in all dairy farms, from small organic to large zero grazing mega-dairies.

Viva!’s founder and director, Juliet Gellatley, explains why Viva! are embarking on this campaign:

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 [1]. 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!”

Whilst consuming milk and dairy products is common in some countries, not everyone is able to stomach it. Most people lose the ability to digest the milk sugar, lactose, after weaning – about two thirds of the world’s adults are lactose intolerant. The message is clear: we are meant to consume breast milk only in infancy and then stop.

Interested in getting involved?

Why not host your own dairy-free event, treat your customers to a moo-valous #MooFreeMay discount or join Viva! at one of the outreach events?
 

Email vicky@viva.org.uk to order your FREE MooFree May pack containing:

  • Scary Dairy poster
  • Scary Dairy flyers
  • Dairy-free guides
  • Viva! vinyl sticker
  • Social media pack

Follow the campaign on FacebookTwitter and Instagram, and share posts using the hashtag #MooFreeMay.

ENDS INFORMATION

Notes to editor

For more information about this media release, contact Viva! PR Manager, Siobhan Dolan emailing siobhan@viva.org.uk or calling 0117 944 1000 or email the press office press@viva.org.uk.

[1] www.uk.kantar.com/consumer/green/2017/veganism/