Anti-Veganuary Campaign ‘Regenuary’ Hijacked By Fitness Professional

'The Regenuary claims were so laughable I knew it would be easy to make parodies of their posts and debunk the misinformation'


2 Minutes Read

Regenuary The anti-Regenuary account wants to debunk myths around meat - Media Credit:

An anti-Veganuary campaign called Regenuary has been hijacked by a vegan fitness pro.

The online campaign has around 24,000 Instagram followers on its account titled the Ethical Butcher. It calls on people to ditch Veganuary in favor of eating meat from ‘regenerative farms’.

According to the Ethical Butcher, its movement is ‘better for you and the Earth’ than Veganuary.


However, fitness influencer Alasdair Fitz-Desorgher has set up a satirical Instagram account as a rebuttal against the Ethical Butcher. He wants to highlight that slaughtering animals is never ethical.

The original page claims ‘simply swapping out beef and pork for nuts and avocado is worse for the environment than simply choosing to eat well-raised animals’. 

It states: “Regenuary, whether you’re vegan or omnivore, is all about eating foods that are local, seasonal and farmed using regenerative methods, now that really could save the world.”

Regenuary debunked

But Fitz-Desorgher has debunked the claims made under his new Instagram account: Ethical Butchers

Speaking to PBN, he said: “I was prompted to create the satyrical page ‘@ethicalbutchers’ after ‘@ethicalbutcher’ reused an old advertising campaign from last year which aimed to justify animal exploitation by falsely claiming it’s more eco-friendly than veganism. 

“Its claims were so laughable that I knew it would be easy to make parodies of their posts and, in doing so, help to debunk the misinformation they were spreading for their own financial gain. 

“The science is clear. Going vegan is the single biggest thing you can do to reduce your effect on the environment. But, they’re trying to confuse consumers with pseudoscience that was already disproven nearly four years ago. 

“By creating a lookalike account, I hope to beat them at their own game, but using actual science that withstands intellectual scrutiny.

“I was surprised to discover the handle ‘@ethicalbutchers was still available. But, I guess that goes to show – no one else thinks ‘ethical’ and ‘butcher’ belong in the same sentence.”

‘It needs to be called out’

PBN co-founder Robbie Lockie supported the Ethical Butchers page and helped with the production of the slides.

He said: “A campaign that directly tries to tear down the good work of Veganuary needs to be called out. It would be understandable if they were developing their own idea, but the direct and flagrant attempt to cancel Veganuary is not only disingenuous but counterproductive.

“They claim to want to help the environment. Cutting animal products out of our diet is the best way to do this.”

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