A philosophy rooted in plants
Frank believes that Veganuary closely reflects the core philosophy behind We’re Smart, which has long championed vegetables as the foundation of great cooking rather than an afterthought.
He added: “Absolutely, the Think Vegetables! Think Fruit! philosophy is the basis, and Veganuary promotes this with enthusiasm. We are very grateful for that.”
For Frank, the visibility Veganuary brings to plant-based food helps reinforce a message that We’re Smart has been promoting globally for years.
A starting point for chefs and diners
While long-term progress depends on year-round commitment, Frank acknowledged Veganuary can act as a valuable entry point for chefs beginning their journey with vegetable-led menus.
Frank explained: “For some chefs, Veganuary will certainly be an incentive to give vegetables a platform, even 100% pure plant dishes.”
Frank explained that cooking without animal products requires a shift in both mindset and technique.
He added: “It is a different way of cooking and thinking, and it requires you to take a few mental and technical steps. You also need to get your guests on board, and that is best done in stages.”
“By participating in Veganuary, you give your guests the opportunity to show off your pure plant talent as a chef.”
How vegetable-led cooking has evolved
Reflecting on the evolution of plant-based cooking in professional kitchens, Frank said the progress of recent years has been built on decades of experimentation and learning.
He said: “I started more than 35 years ago, and honestly, at that time, there was no one I could look to as an example. It was a learning process for me, growing in phases towards 100% pure plant-based cooking.”
He pointed to classical French culinary traditions as one of the biggest challenges for chefs moving away from animal-based ingredients.
Frank added: “In our French culinary culture, dairy products are so ingrained that it is normal to always have them on board. For many chefs, that is a difficult final step.”
However, once that step is taken, he believes the creative possibilities expand significantly.
He said: “Once you discover what you can do with plants, the We're Smart 67 culinary techniques for working with plants, a whole new world opens up.”
Creativity, sustainability and conviction
Asked what motivates chefs to design plant-forward menus, Frank said creativity remains the primary driver, with sustainability and cost benefits following closely behind.
He added: “What the We're Smart chefs tell me is that it is creativity that motivates them, but of course it is a bonus that savings are also being made in terms of food costs.”
He added that many restaurants involved in the We’re Smart Movement take a broader view of responsibility beyond the plate.
Frank said: “We have noticed that restaurants that want to be part of the We're Smart Movement don't just want to make a difference in terms of food, but also consider sustainable aspects such as local, seasonal, zero waste, blue & grey water supply, and treating employees with respect to be very important.”
Belief versus reaction
For Frank, the distinction between kitchens that genuinely embrace vegetable-led cooking and those reacting to trends is clear.
He said: “Look, it's very simple. It's either in your DNA or it's not.”
That belief is central to how We’re Smart evaluates restaurants.
Frank explained: “This is also an important factor for We're Smart when awarding Radishes. It is impossible for a restaurant to obtain a fifth Radish if guests cannot decide on the spot to eat 100% pure plant, à la carte or on a set menu.”
While Veganuary may last just one month, Frank’s view is that its real value lies in whether it encourages chefs to make vegetables a permanent, confident and uncompromising part of their cooking all year round.
