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The cookery magnate offers decidedly non-vegan content too – but could she be considered an ally to the vegan movement?

Yesterday’s posting of a mashed potato recipe by Martha Stewart marks one of over 3,000 times the star has promoted vegan options.

The recipe, shared just in time for many impending family dinners, included a promotional caption.

‘Just as good’

It said: “Yes, these exist, and yes, they are just as good as regular mashed potatoes!”

This is not the first vegan holiday recipe the Martha Stewart empire has shared – in fact, a search for ‘vegan recipe’ on the website turns up 3,555 results. 

These include items like ‘Homemade Vegan Worcestershire Sauce’ and ‘Vegan White Chocolate Mousse with Cardamom.’

Additionally, aside from recipes, there are a number of articles which could help readers transition to veganism or a more plant-based diet.

Ally potential

While it should be noted that Stewart shares content that would be considered inappropriate for a vegan audience (including animal segments), she – and her colleagues – have been actively involved in promoting veganism for a number of years – well ahead of most mainstream media.

In fact, a 2011 episode of The Martha Stewart Show focused entirely on vegan lifestyle- a choice praised by PETA for its potential to help people and animals.

The cook has shared a number of vegan recipes

Mixed messages

However, there is also content on the website that is pointedly anti-vegan.

One collection of recipes is shared with the title Celebrate the End of Your Best Friend’s Vegan Phase, in which writer Rebecca Farley claims vegans ‘can’t go to many social events’ and recommends ‘any candy with gelatin or dairy.’

While this raises suspicion that what appears to be promotion may just be capitalizing on the growing vegan movement – Stewart does have people talking about veganism.


Commentary on the mashed potato recipe shows people are engaging with the recipes, even if in a non-positive way.

Jessica Helen writes: “Is nothing sacred anymore?”

But it seems to be persuading open-minded readers to consider more compassionate choices. 

Franziska Jentzsch comments that despite not being vegan, she’d like to ‘give it a try.’

This type of reaction, and mainstream promotion, could be promising for the further spread of veganism – despite conflicting content.

Emily Court

Emily Court is a writer and content creator published in Plant Based News, Raise Vegan, Living Vegan and The Financial Diet. A self-described "recovering vegan hothead," she is now a pragmatic member of Vancouver's vibrant and growing plant-powered community. Hailing from Halifax, Nova Scotia, she holds a BA in Spanish and certificate in Intercultural Communication from Dalhousie University, where her thesis focused on topics of cultural and gender-based discrimination. She aims to apply a privilege-conscious and culturally sensitive approach to her work in all fields.