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World Plant Milk Day

I founded World Plant Milk Day — a single day, every 22 August, for the world to try milk that doesn't come from a cow. It grew into a global annual observance.

RoleFounder
Founded2017
When22 August, every year
ReachCelebrated worldwide

The idea

Awareness days work. They give media a reason to cover a story and people a reason to try something once. Plant milk needed one — so in 2017 I created it.

How it works

Every 22 August, World Plant Milk Day invites people to swap dairy for plant-based milk — backed by campaigns like the 7-Day Plant Milk Challenge, partner organisations, and a wave of coverage from brands and press who mark the day each year.

Why it matters

One day on the calendar turned into a recurring global moment for the dairy-free movement — picked up by outlets and food brands around the world, year after year, long after the first one. That's the quiet power of a good idea with a date attached.

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