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V-March 2025: A Groundbreaking Moment for the Plant-Based Movement in China

Written by Benjamin Davis on . Posted in Global Marketplace.

The first-ever V-March campaign, launched by the China Vegan Society in March 2025, has proven to be a transformative initiative for plant-based awareness and lifestyle change across China. Modeled after global vegan challenges like Veganuary but tailored to the Chinese cultural calendar, V-March combined digital engagement, real-world activations, and cross-sector partnerships to successfully introduce and promote plant-based living in a country where dietary shifts have global impact.

Reaching Millions with a Simple Message: Try Vegan This March

The campaign reached approximately 7 million people across China through national media exposure, social media buzz, and grassroots events. Influential platforms such as Phoenix News, Toutiao China, and People Online Media amplified the message, while collaborations with international partners like Veganuary, ProVeg International, and Vegconomist gave V-March global recognition​.

Of those reached, more than 70,000 engaged directly with the campaign—joining online communities, participating in WeChat check-ins, and playing interactive games like V-Quiz. 40 restaurants and shops in cities including Beijing, Shanghai, and Guangzhou partnered with V-March to offer exclusive plant-based dishes and immersive vegan experiences​.

Real Behavior Change with Health as the Top Driver

Survey data revealed that 58% of participants maintained a fully vegan diet throughout the month, with 80% of survey respondents indicating they will continue their plant-based eating in some way after the end of V March. Health emerged as the leading motivator, cited by 23.5% of respondents, followed closely by animal welfare and environmental protection​.

Notably, participants reported significant improvements in energy levels, mood, body weight, and overall health. For many, the campaign wasn’t just a one-month experiment—it was the start of a lifelong journey.

A Whole Ecosystem of Collaboration

V-March was not a solo endeavor. More than 30 supporting brands—from food and skincare to sustainable hospitality—helped bring the experience to life through giveaways, discounts, and digital engagement. The campaign also raised funds for environmental restoration through a partnership with the Alashan SEE Ecology Association, helping to plant 870 trees and reclaim over 2,600 square meters of desert land​.

Key Takeaways for the Plant-Based Industry

For foodservice operators, retailers, and plant-based brands, the success of V-March offers crucial lessons:

  • Health-driven marketing remains compelling, particularly when paired with environmental and ethical benefits.

  • Community engagement, gamification, and rewards can effectively drive participation and behavior change.

  • Whole-food plant-based options and accessible education (such as ingredient guidance and cooking tips) help newcomers succeed.

  • Dining out remains a key challenge, suggesting a clear opportunity for restaurants to expand plant-based offerings.

V-March’s inaugural year has laid a powerful foundation for what could become one of the most influential vegan campaigns in Asia. As the movement grows, it will continue to serve as a vital platform for education, behavior change, and environmental action—all rooted in the simple act of eating with intention.

For brands and stakeholders looking to tap into China’s plant-based potential, the message is clear: The seeds of change have been planted. Now is the time to help them grow.

ZEST: Harnessing Fungi, AI, and Collaboration for a Sustainable Food Future 

Written by Benjamin Davis on . Posted in Research, Technology.

The global food system is facing unprecedented challenges, from meeting the dietary needs of a growing population to mitigating the environmental impact of traditional protein production. Enter ZEST—a groundbreaking European initiative that combines fungal fermentation, artificial intelligence (AI), and cross-border collaboration to revolutionize the way we produce protein and address food system sustainability. 

Fungi: A Game-Changer in Protein Production 

Fungi have emerged as a promising solution for sustainable protein production. By fermenting on agricultural side streams, fungi offer a way to create high-value protein with significantly lower environmental costs than traditional meat production. 

Environmental Benefits: Compared to livestock farming, fungi fermentation uses far less water, generates fewer greenhouse gas emissions, and reduces land use.

Nutritional Advantages: Fungi are rich in protein, dietary fiber, and essential nutrients like vitamins D and B12.

Ethical and Religious Compatibility: Fungal protein production avoids ethical concerns associated with meat production and is free from religious dietary restrictions.

ZEST leverages these attributes by using fungi to upcycle agro-industrial byproducts into high-quality protein and potentially nutraceuticals, contributing to a circular economy. 

AI-Powered Innovation in Fungal Fermentation 

A unique aspect of ZEST is its integration of artificial intelligence to optimize the fungal fermentation process. AI-driven modeling is used to enhance the efficiency of fungi growth, ensuring that the fermentation system produces the highest possible yield of protein and nutrients.

Process Optimization: AI helps monitor and adjust fermentation conditions in real time, reducing resource consumption and maximizing output.

Cost Reduction: By streamlining operations, AI technology helps overcome the traditional cost barriers associated with biorefineries, making fungal protein production more competitive.

Scalable Solutions: AI’s ability to model and predict outcomes allows ZEST to develop scalable systems adaptable to different regions and resource streams. 

Collaboration Across Borders 

ZEST exemplifies the power of cross-border collaboration. With twelve partners across five European countries, the project unites expertise in biotechnology, food safety, AI, and industrial fermentation. Key players include the Danish Technological Institute, Tate & Lyle, and Nordzucker, along with research institutions and innovative SMEs.

This transnational effort ensures that solutions are developed with diverse inputs, addressing region-specific challenges while creating universally applicable technologies. 

From Sidestreams to Solutions 

The core mission of ZEST is to demonstrate a sustainable fermentation system that converts agricultural sidestreams into: 

High-quality fungal protein for food and feed. 

Nutraceuticals for health applications. 

Non-food byproducts that support circular bioeconomies. 

By turning waste into valuable resources, ZEST contributes to a more sustainable food production system while supporting EU policies like the Farm to Fork Strategy. 

ZEST is not just a scientific project; it’s a blueprint for the future of food. By addressing protein production, resource efficiency, and waste management, ZEST offers a scalable, sustainable model that can be replicated globally.

As ZEST progresses over the next four years, the insights and technologies it develops will shape the future of protein production. For those passionate about sustainability, biotechnology, and innovation, ZEST is a project to watch. 

Stay updated on ZEST’s journey by visiting their website.