In the context of this year’s “Veganuary” campaign, Klüh Catering encouraged table guests and employees to try out a plant-based diet for a month in January. For this, more vegan alternatives were offered on the menus. Throughout Germany, 95 company restaurants operated by Klüh Catering joined in the campaign. “Veganuary” is a non-profit organisation founded in the UK which aims to raise awareness and encourage more people around the world to try a vegan diet.
By taking part in the campaign, the Catering division of the multi-service provider embraces its responsibility for an ecologically, socially and economically sustainable food culture. “What we eat has a considerable impact on the environment, animal welfare and the climate – and awareness of this has grown significantly in recent years. At the same time, a vegan diet provides numerous health benefits. By taking part in ‘Veganuary’, we wish to show our guests how varied and delicious plant-based dishes can be”, says Thorsten Greth, Managing Director of Klüh Catering.
In January, the month of the initiative, diners were able to choose from eight vegan dishes, including three prepared with a plant-based, whole-egg alternative made from sweet white lupins. In total, 31,515 meals were served within four weeks as part of the initiative. Alongside the latest “Veganuary” campaign, Klüh Catering regularly delights its diners with various promotional weeks for animal-free dishes. Moreover, the company has had a focus on meat-free nutrition for years. Vegetarian and vegan dishes have been served in the company restaurants operated by Klüh Catering since 2016. In addition, as a founding member of the “Allianz für Verantwortungsvolle Esskultur” (Alliance for Responsible Food Culture), Klüh Catering is committed to achieving a transparent and responsible food culture in communal catering and making this measurable.
The name “Veganuary” is a portmanteau of “vegan” and “January”. In other words: animal-free in January. The campaign helps people around the globe to try out a purely plant-based diet in January. The aim is to inspire people throughout the world to try out a vegan lifestyle in January and, ideally, beyond. In order to attract the greatest possible degree of attention, “Veganuary” focuses on cooperation with business, science, politics and personalities who set a positive example. In 2025, more than 25 million people took part worldwide.
