Veganuary: Chefs on plants, produce and seasonality

Veganuary has become a moment in the calendar where restaurants look at the year ahead and consider how guests respond to new ideas, new dishes and the changing rhythm of the industry.

Across London and beyond, chefs said they wanted to create something that feels both familiar and different, using the same quality ingredients but presented in a new style.

Many described it as a chance to bring clarity, to refine menus, and to shape an experience that offers abundance, conviviality and a more accessible way to enjoy the season.

Among the chefs looking closely at how Veganuary influences the start of the year is Ritchie Stainsby, who has developed a reputation for pushing vegetables into the spotlight and shaping dishes that rely on technique, restraint and trusted producers.

Chefs who spoke about the opening months of the year said that guests continued to travel for good food, good wine and good ambience. They also noted that people were curious to see kitchens adjust, with some menus focusing on smaller starters, snacky things and composed dishes that felt rooted in the surrounding area.

This rhythm has grown steadily across the capital, influenced by long-standing supplier relationships and a shared desire to create a dining room that feels generous and seasonal.

Ritchie Stainsby on what Veganuary means to him

He said: “I think Veganuary means a hell of a lot to me as a chef. I've been trying to pioneer this sort of move for the past fifteen years in my career. I've been a lifelong veggie and in recent years fully plant-based, and I just think it's super important that we celebrate the amazing produce that fruit and veg has to offer.”

Why vegetables deserve more attention

Ritchie added: “I think it's often been outshone by not necessarily the ease of meat, but how beautiful it is already from the off. You really have to earn your flavour with fruit and veg, and that's the biggest thing restaurants are doing now.”

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Is Veganuary a genuine shift or marketing?

He explained: “I do see Veganuary as a marketing move, but I think it's super important to do that — you have to market things that are more niche. In doing that, it’s becoming a huge shift for people who maybe want to go meat-free on a Monday or

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look after their bodies a little bit more or be a bit more selective about where their food comes from. I think Veganuary is the tool for that.”

Mushrooms are the future

Ritchie added: “I’m a big mushroom fan. The fact that you can achieve something super meaty and there's such a variety of different mushrooms in flavour and texture… they’re super important for an amazing star of the dish instead of just an accompaniment.”

Chantelle Nicholson: celebrating plants, seasonality and the rhythm of the kitchen

Alongside Ritchie, Chantelle Nicholson offered a perspective shaped by the day-to-day realities of the kitchen and the way teams think about ingredients throughout the year. Chantelle said Veganuary aligned naturally with how she approached cooking, describing it as part of the ongoing work of the brigade rather than a campaign limited to one moment in the calendar.

Chantelle said: “I think for me Veganuary was something that was created a number of years ago to celebrate plants. It's probably more about eating more plants versus being vegan as such, so for me it's something that should be happening all year round anyway."

Her approach reflected the same themes echoed across many London dining rooms: the importance of trusted produce, the rhythm of the year, the way chefs refine dishes over time and the belief that great cooking is rooted in listening - to the team, to the menu, and to the surrounding neighbourhood.

By speaking about vegetables as something that should be celebrated across the full year, Chantelle reinforced a growing mindset across restaurants. Chefs said the work of Veganuary was not separate from their day-to-day cooking but connected closely to how they shaped dishes, supported their team and built the atmosphere they wanted guests to feel from the moment they walked in.

As restaurants stepped into the first weeks of the year, many emphasised that the goal was simple: to be full, to create an atmosphere that made people want to come back again and again, and to give guests a taste of something shaped by the team, the neighbourhood and the moment.

Veganuary became part of that rhythm - a chance to look ahead with a clear sense of what kitchens could offer, and how they might evolve in the months to come.

written by abi kinsella

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