Join the movement

Go vegan!

Imagine if you could make a difference for animals every single day. You don’t even have to do anything extraordinary. Every meal is a chance to make a difference. It’s as simple as what you choose to eat! And, it isn’t about missing out – it’s about adding compassion.

Give plant-based a go!

Take the Plant-based challenge!

Sign up for the Plant-Based Challenge and get ready to receive recipes, tips and product information and heaps of inspiration. The challenge was designed by Kiwis for Kiwis and features products and ingredients found right here in Aotearoa.

Learn more

Take the dairy-free challenge!

Get started by signing up to our Dairy-Free Challenge email series – whether you’re looking for tips on the best plant-based cheese or ice cream or on the lookout for new dairy-free recipe ideas, we’ve got you covered.

Try dairy-free

Love to cook?

Check out our delicious animal-free recipes for plenty of delicious inspiration and astound your friends and family with delicious plant-based foods!

Easy swaps

There is a heap of easy ways to switch from meat, eggs and dairy. We’ve put together a shortlist of our favourites, but the best thing to do is to experiment and find alternatives that you enjoy!

Why go vegan?

For your health

A wholefood, plant-based diet is the perfect recipe for a long and healthy life. Discover how nutritious, rewarding and delicious it can be to nourish your body with nutrient-dense plant foods.

Nourish your body

For the animals

The scale of suffering faced by animals, particularly farmed animals, is however immense. Choosing to eat a plant-based, vegan diet is the best way to create a kinder Aotearoa for animals. Every meal is a chance to put our values into action and for us to help create a world in which we want to live.

For the animals

For our planet

Eating a plant-based diet is the most effective way to make a positive difference for the planet, and all that is on it. So it’s a good thing that transitioning to a plant-based diet is easier and tastier than ever before!

For the planet

Plant-powered athletes

Healthy foods help active people get the most from exercise. Eating an abundance of fruits and vegetables, whole grains and legumes provides our bodies with nutrient-dense fuel, allowing us to perform at an optimum level. A competitive advantage Powering our bodies with plant-based food provides a wealth of vitamins,...

Why I stopped eating fish

I’ve always had an affinity with animals. I must have been around eight years old when my primary school teacher showed the entire school a video of what happens to animals after they leave the farm. That brave teacher got into a lot of trouble for showing us that video,...

It’s not too late to jump into some new healthy habits!

Veganuary may be done and dusted, but it is never too late to take the opportunity to make a difference for animals, to show the environment some aroha, and to do something kind for yourself! As you’re about to discover, fuelling your body with whole, plant-based foods isn’t just delicious,...

Donate today

Together, we can fix the broken system failing animals

Across Aotearoa, animals are still suffering inside systems meant to protect them. But real change is within reach thanks to people like you.

Your generous donation today will help SAFE expose cruelty and push for the systemic change animals urgently need.

Donate today