In cities all around the world there is a new enemy of the state. No this isn’t a new despot dictator or a destructive industry. This new perceived threat is a movement that challenges the status quo its name is ‘veganism’.

More than just a diet veganism is a rapidly growing social justice movement.

A new cold war, subtle in its nature, has been declared by big businesses and governments around the world. In the west we are rapidly becoming a meat reductionist society. This global shift away from animal derived products means reduced profits for businesses and governments.

These governments and businesses have a vested interest in us continuing to eat animals. And the fightback from the dominant culture has already began.

Recently a German Minister warned people that eating a diet lacking in animal products is hazardous. He commented that vegans are likely to live longer because they are less likely to be smokers or drink heavily and they exercise more regularly.

If you’re reading this article you probably heard about the vegan Italian couple whose malnourished child was recently taken into care.

This opportunity to criticise veganism was instantly seized upon by the media and politicians. Yet, in society malnourishment of children eating a omnivorous diet is widespread.

This story led to an Italian member of parliament wanting to introduce a law making it illegal for parents to bring up their child vegan.

Italian MP Elvira Savino, would have vegan parents facing jail for feeding their child a vegan diet.

And It doesn’t stop there. In 2015 it was revealed that Hampton Creek an innovative vegan food company were the target of USDA orchestrated smear campaigns by bloggers and chefs.

Fast forward to 2016 and it is no surprise that Hampton Creek find themselves the target of a media scandal. Hampton Creek stand accused of instructing staff to purchase products in shops in inflate perceived consumer demand.

Another prime example of the establishments attempts to diminish the virtues of a vegan diet can be found in a recent TV interview with author and activist Ruby Roth. The presenters set out to insinuate that eating a vegan diet is unhealthy for children. The brilliant Ruby dispatches their attacks on veganism with panache and scientific evidence.

Ruby Roth is the author of children’s books her most recent one is ‘We Don’t Eat Animals’ http://www.wedonteatanimals.com/

The truth is veganism directly challenges the dominant food culture. It calls for the end to animal exploitation. Animal’s don’t get paid wages and they sadly have very little in the way or rights. Accepting the truth about animal welfare is incredibly hard. It means questioning almost everything we have ever been told about where food comes from and the ethical framework that we live our life by.

We have now reached a point in time where veganism is seen not just the right choice for people who care about animals. It is now a lifestyle choice for those people wanting to be healthy and who care about tackling climate change.

Progressive mainstream businesses recognise that they need to adapt and shift towards using less or no animal products. They recognise that veganism offers a chance to innovate and make delicious food free from animal exploitation.

In London there are countless examples of food businesses like Club Mexicana, What The Pitta and Pomodoro Basilico. They report serving non vegan customers everyday, who come to them because they like the food not because they are vegan.

Club Mexicana makes vegan mexican food and are now based in Kerb market in Camden 7 days a week

Yet a very real but subtle war is quietly being waged against those who would challenge the status quo. Government’s are reliant on the huge profits generated through animal agriculture. And with a looming pensions crisis and creaking health services around the world it could be argued that governments don’t want us to live the extra 7 good years that a vegan diet could provide us with.

Like anyone that is under attack the dominant culture is scared. They know change is coming veganism is an inevitable tide on it’s way in. The question is will the currently powerful businesses adapt to this new tide or will they fight a futile battle and be washed away?