WHAT IS VEGAANIHAASTE?
Finland’s biggest plant-based challenge inspiring people to try vegan food for 31 days – and beyond.
- Over 250,000 registered participants since 2013
- Around 200,000 Finns joined in January 2026
- Daily recipes, tips & community support for participants
- Nationwide partnership with Finland’s largest retailer, S Group
- Proven impact on plant-based food sales and eating habits
- Social media reach of 1.2M+ people and millions of views
- 99% of participants recommend the challenge to others
Helping Finland move toward a more sustainable, plant-based future.
SUPPORT VEGAANIHAASTE
Help us make compassion easier to choose. With your support, Vegaanihaaste can inspire hundreds of thousands more people to discover plant-based food and create lasting change for animals, people, and the planet.
If you live in Finland or Europe, you can donate via our donation-page.
At present, the minimum donation we can accept from overseas is $500. Your donations will be processed through our fiscal sponsor, the Karuna Foundation, a 501(c)(3) organization.
Please ensure to specify “Vegaanihaaste” as the intended recipient when making your donation. Please contact us at info@vegaanihaaste.fi if you wish to donate less than $500 or have any questions about donating to us.
Thank you for your support!
VEGAANIHAASTE IN NUMBERS
250,000
participants over the years
14 years
Vegaanihaaste has been organized since 2013
99 %
of the participants recommend Vegaanihaaste
500,000
visitors on the Vegaanihaaste website in January
Our mission
Our mission is to make plant-based living easy and inspiring – encouraging and supporting individuals in transitioning to vegan eating and making plant-based the new normal.
We are committed to driving a sustainable future and creating a world where compassion and sustainability guide our choices.
Testimonials
I am absolutely amazed at how well the Vegan Challenge has been organized – calmly, thoughtfully, and with so much encouragement. The webinars and informational resources are excellent, and it’s great that they can be revisited later. Thank you!
– Vegaanihaaste participant
I stopped using animal products in an instant: I had strong prejudices, thinking I would no longer be able to eat good food. But I am so surprised by the great recipes and delicious meals.
– Vegaanihaaste participant
I have never seen a campaign executed this well: professional, diverse, with lovely recipes and enticing photos, well-researched information, expert lectures, and the shopping tours shed light on how many vegan products are available. This was a perfect package.
– Vegaanihaaste participant
Thank you, this has completely changed my way of thinking! I now feel more at peace because I no longer experience such a great inner conflict between my values and my actions.
– Vegaanihaaste participant
Our
Values
At the heart of Vegaanihaaste are responsibility and well-being, as well as respect for the environment and animals. Our goal is to make eating plant-based foods enjoyable and approachable for everyone.
Inclusivity and Empowerment
Everyone is welcome! Participation is free and happens online, ensuring equal opportunities for all to engage.
Reliability
Based on scientific research. Our team includes experts in different fields such as nutrition and the environment.
Body and Food Peace
Food is about joy and discovery!
Independence
Recommendations free from financial ties.
COntact us
Campaign Director:
mia.muhonen@vegaanihaaste.fi
+358 44 7169 820
