Love meat too much for Veganuary? Try Regenuary instead

Proponents say the regenerative farming' eating challenge encourages consumption of more sustainable animal products - but is it just greenwash?

With Veganuary expected to reach more than 2 million sign-ups globally since its launch in 2014, the 31-day plant-based pledge is once again making headlines this January as food manufacturers, supermarkets and restaurants cater to the movement. But for people wanting to eat more sustainably, yet not willing to cut out meat completely, there is another consumer challenge to try: Regenuary.

The idea for people to source as much food as possible from producers who use regenerative farming methods was hatched three years ago by Glen Burrows, co-founder of the Ethical Butcher, who was a vegetarian for 25 years because he didn't like the way meat was produced. Back in 1989, being a vegetarian was basically like being a Martian," he says. I became that awkward guy at dinner parties and slightly enjoyed that moral smugness, but then after a long period of time, I wasn't that well. It wasn't suiting me."