Vegetarians' International Voice for Animals
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Viva! or Vegetarians' International Voice for Animals, is a British animal rights group, which focuses on promoting veganism. It was founded by Juliet Gellatley in 1994. Viva! carries out undercover investigations to expose the abuse of factory farmed animals and produces information on how to go vegan including recipes and shopping guides. It is registered at Companies House as a private company limited by guarantee.
|Focus||Vegetarianism, veganism, factory farming, animal rights|
|Method||Campaigning, undercover investigations, monitoring research|
Viva! is based in Bristol, with a branch office in Poland. The group is an active campaigning organisation, working on issues such as factory farming and slaughter. Campaigns include End Factory Farming, Eat Green, Foie-Gras free Britain, Exotic Meat, Ban the Farrowing Crate, Dark Side of Dairy and youth campaigns including The Big Coverup.
Viva! organizes the biannual national "Incredible Vegan Roadshow" in London, along with other regional roadshows across the UK designed to help people become vegetarian or vegan. In addition to producing leaflets, guides, reports, websites and other materials, the group publishes a triannual journal entitled Viva! LIFE, which includes recent research and campaign information, as well as vegan recipes. Viva! enjoys the patronage of numerous well-known entertainers, including Martin Shaw, Heather Mills, Michael Mansfield QC, Jerome Flynn, Hayley Mills and Paul McCartney.
In 2009, Viva criticised supermarket chain Tesco for turning 5,000 tonnes of meat that passed its sell-by date into electricity by burning it. Viva argued the meat industry was too cruel and wasteful, and converting out-of-date meat into heat with a lot of CO2 as byproduct was not environmentally sustainable, but Tesco defended its decision.
In 2012, Viva stated that it favoured the development of cultured meat. "Certainly, with over 950 million land animals slaughtered in the UK each year, and the vast majority of them factory farmed in awful conditions, anything that saves animals from suffering is to be welcomed," Viva spokesman and campaign manager Justin Kerswell said. But Viva individuals should make up their own mind on whether or not they would consume it themselves, because 'vegetaranism and veganism aren't religions'.
- "About Viva!". Viva! Website. Archived from the original on 2012-01-25. Retrieved 2012-01-24.
- "Star Supporters!". Viva! Website. Retrieved 2009-07-06.
- "Paul McCartney!". Viva! Website. Archived from the original on 2008-12-02. Retrieved 2009-07-06.
- Murray Wardrop (6 August 2009). "Tesco criticised by vegetarians for using waste meat to generate electricity". The Daily Telegraph. Retrieved 20 January 2018.
- Chi Chi Izundu (23 February 2012). "Could vegetarians eat a 'test tube' burger?". BBC News. Retrieved 20 January 2018.