Matthew Glover
British entrepreneur and activist who co-founded Veganuary (2014), the plant-based investment fund Veg Capital, and VFC Foods.
Matthew Glover is a British entrepreneur and animal-rights activist best known for co-founding Veganuary in 2014 with his then-wife Jane Land — the campaign that has since persuaded millions of people in more than 200 countries to try a vegan diet each January.
Veganuary
Glover and Land launched Veganuary from their home in Warrington, England, after a conversation about how to make veganism feel accessible rather than forbidding. The first campaign signed up roughly 3,300 participants; by the mid-2020s annual sign-ups exceeded 25 million and the charity had become the single most visible on-ramp to plant-based eating worldwide.
Veg Capital and VFC
In 2020 Glover founded Veg Capital, a fund that invests the profits from his plant-based ventures exclusively into other vegan companies — a closed-loop model intended to recycle capital back into the movement. The same year he co-founded VFC Foods with chef Adam Lyons, producing vegan fried chicken explicitly framed as a protest against the broiler industry. VFC scaled rapidly across UK supermarkets and acquired the plant-based brands Meatless Farm and Clive’s Purely Plants in 2023.
Style
Glover is unusually candid about the commercial logic of activism: he argues that markets, not moral lectures, will end factory farming, and he funds both the welfare campaigns that raise the cost of animal agriculture and the products that replace it.