Meat-Free October challenges people in Finland to leave meat off their plates for a month. Funded through the Nessling Foundation’s Small funding call, the campaign is bringing plant-based choices into public spaces in Finland’s largest cities. We asked campaign team member Milla Millasnoore why Meat-Free October is needed now and what role everyday choices play in changing the food system.
How did Meat-Free October begin?
Meat-Free October began in 2013, when Leo Stranius appeared on the television programme Docventures and challenged its host, Riku Rantala, to go without meat for the month of October. The idea spread on social media, and thousands of people took up the challenge alongside Riku. Vegaanihaaste has run small campaigns around the challenge before, but this year we wanted to give it a much bigger push.
Why do we need a campaign like this now?
Consumption in Finland is at a level the planet cannot sustain. We need to look critically at our lifestyles and consumption habits and make changes. We still have time to make a difference through relatively small steps, such as eating less animal-based food. If we fail to bring our lifestyles onto a more sustainable path, small changes in our daily lives will soon no longer be enough.
What do people commonly discover when they take part in campaigns such as Meat-Free October or Vegaanihaaste?
Every year, we receive feedback from thousands of Vegaanihaaste participants. The same things come up again and again: people are surprised by how easy the challenge was, how tasty plant-based food can be and how affordable it was to buy. We believe people taking part in Meat-Free October will discover much the same.
What has support from the Nessling Foundation made possible for the campaign?
The Foundation’s support has enabled us to encourage a large number of people to reflect on their consumption habits and try something new. In practical terms, it has made a highly visible campaign in the public spaces of major cities possible.
What reaction do you hope the campaign will inspire in someone who sees it?
It would be wonderful if someone spotted a campaign advert on their way to work, an activity or a friend’s home, felt inspired and decided to leave meat off their plate for October. It would be great if they also invited people close to them to join in – a partner, a relative or perhaps their colleagues. In the best case, a meat-free month would inspire them to eat less meat for good.
What other initiatives would you like to see to help plant-based diets become more common?
People should be encouraged to move towards more plant-based diets across all areas of society. For example, schools and other places serving large numbers of people could offer more vegetarian meals to everyone. That would make plant-based food a more familiar and appealing choice for more people.
What roles do consumer choices and structural change play in creating a more sustainable food system?
A more sustainable food system depends above all on structural change, but consumers can also help bring it about through their choices. One small everyday step is choosing a vegetarian lunch instead of a meat dish. That example may encourage others to try it too, increasing the effect of what might seem like an individual choice.
Structural changes we need include investing in the development of plant-based food production, supporting its producers and ending subsidies for animal-based food products.
What is your favourite easy meat-free meal for a weekday?
Some of my easy favourites are the Finnish classic macaroni casserole and quick stir-fries. As autumn approaches, I also make a lot of different blended vegetable soups.
Take part in Meat-Free October
The Nessling Foundation’s sustainable practices guidelines
The Nessling Foundation’s sustainable practices guidelines also address the food served at events and meetings. Catering paid for with our funding should be vegan as a rule, and any exception must have a good reason. Read the guidelines.