£1 Million if UK Prime Minister Goes Vegan

We’re challenging the UK PM Rishi Sunak to protect the future of our children, our farmers, and the planet by supporting a plant-based Britain.

Will PM Rishi Sunak lead by example?

We’re offering the Prime Minister £1 million to donate to a charity of his choice in exchange for going plant-based for one month. We’re making this offer to support his government’s commitment to steering our country towards a better future.

Adopting a plant-based diet is one of the best things we can do to champion British farmers and our countryside, while meeting our emission reduction commitments and supporting public health. It would support small-scale farmers who are the most vulnerable to climate and ecological breakdown, and who are being pushed out by the rise of factory farms. It could also reverse our biodiversity crisis, as shifting to feeding the nation on a plant-based diet would require around 75% less land; land that could be restored and rewilded.

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We must change our diet. The planet can’t support billions of meat-eaters.

Fight Climate Change With Diet Change

Avoiding meat, fish, eggs and dairy is the simplest and most effective way to halt climate change. It is far more effective than cutting down on our flights, buying an electric car, taking shorter showers, or shopping locally.

Delivering on the UK’s climate commitment means addressing animal agriculture, which is responsible for at least 16.5% of all man-made GHG emissions.¹ If we all ate plant-based, our food-related GHG emissions would drop by 70%.²

The UK is well positioned to pioneer the innovation of sustainable plant-based proteins. Doing so provides an important opportunity to become a global leader in the development of alternative proteins, while investing in plant-based startups supports farmers, business, public health, our climate, our planet, and our future.

In our open letter to PM Rishi Sunak, we explain why we owe it to our children, our grandchildren, and the rest of the world to lead the fight on climate change with diet change.

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