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January marks the arrival of Veganuary, a global, recognisable movement that encourages people to try a plant-based diet for the first month of the year. This should be more than a passing trend for film and TV crews, because it’s a chance to prioritise crew health and promote environmental responsibility, not to mention the potential to enhance on-set performance.

The demands of production life are unique: long hours, high-pressure environments, and sustained energy. Your choice of location caterer can really make a difference, and we want to show you why Rose Catering stands out as the industry’s choice for taste and variety in plant-powered nutrition.

The Origins of Veganuary

Veganuary was founded in late 2013, but the first official campaign began in the UK in 2014. Founded by Jane Land and Matthew Glover, this movement was inspired by Movember but aimed to encourage people to embrace veganism in January.

The founders probably didn’t see the popularity coming. It quickly gained momentum, with participants sharing their experiences and recipes online and creating entire communities around choosing to go plant-based for a month.

Veganuary soon became about more than just a (large) group of people choosing to eat vegan—businesses began to see the benefit of offering a wider selection of vegan meals during January to support the cause. The campaign’s mission is simple: to make veganism accessible, enjoyable, and sustainable.

What the rapid growth of this movement shows production teams is that there has been a shift in public consciousness towards health, animal welfare, and the environment, which means that meal planning needs to embrace plant-based, animal-product-free options at every mealtime.

The Nutritional Benefits of Plant-Based Catering

Mental capability and resilience are aspects of life on set that are not mentioned enough. It is not all about the long days (although that is part of it), but also about the mental load of a production day being wearing, too. Crew and cast members need meals that fuel long shoots, night calls, and constant movement.

For the best nutritional benefit, plant-based diets need to be well planned. Chefs need to pay attention to ingredients that yield the proper nutrients that support energy, focus, and overall health. If nothing else, signing up for Veganuary gives production teams a chance to discover these benefits firsthand, with food created by top chefs.

Outside of catering to productions, research consistently shows that plant-based eating can lower cholesterol, reduce blood pressure, and support cardiovascular health. When you prioritise a diet rich in vegetables, but also grains, pulses, and nuts, you are actually packing each plate with fibre, vitamins, and antioxidants. Taste that can help combat fatigue and boost immunity; what else do you need on location?

One of the more critical things to consider at lunchtime is that plant-based meals are often lighter and easier to digest, helping crew remain alert, comfortable, and productive. There aren’t going to be many TV or film productions with completely vegan menus. Still, a talented chef will always be thinking about how to incorporate variety to keep menus exciting.

With the right fuel for their crews, production teams will notice improved concentration, stable energy levels, and fewer afternoon slumps, all of which contribute to smoother, more efficient shoots. 

External Responsibilities

The industry is becoming increasingly mindful of its environmental management, with many companies taking positive action to be recognised for their efforts to be more ‘green’.

Catering is a powerful lever for sustainability, and getting started with something as simple as Veganuary provides the perfect opportunity to align meal provision with broader green goals.

But why is plant-based eating often seen as a more responsible way of eating?

While the jury is out on the long-term costs, it is true that, at least in the short term, producing plant-based food typically requires fewer resources than producing animal products. You’ll tend to use less land, water, and energy, with lower greenhouse gas emissions. Production teams are not farmers, but by choosing plant-based catering, they can actually reduce their environmental impact. This approach naturally aligns with the growing expectations from funders, broadcasters, and audiences for productions to be eco-conscious and to display the ALBERT credentials.

Beyond carbon savings, plant-based menus help minimise both packaging and food waste. Here at Rose Catering, we focus on several ways to reduce impact, including sourcing our ingredients locally and in season and using compostable disposables where necessary.

Practical Tips for Energy and Focus

Nutrition should never be just about ticking boxes, especially when you want to keep the crew energised, satisfied, and motivated throughout the shoot. Here are some ideas you can use to complement plant-based catering and make a difference.

• Balanced macronutrients: Your Rose Catering chefs will be looking to combine whole grains, legumes, and seeds for sustained energy and protein.
• Smart snacking: If you want to keep energy high between takes, there are snacks beyond sweets. Vegan chocolate and crisps that you can offer your cast and crew. Options like hummus, roasted chickpeas, or crudites tend to be portable, satisfying, and free of the sugar crashes that come with processed snacks.
• Hydration matters: Encourage regular water breaks and offer herbal teas or infused water. At least a handful of your crew will mistake thirst cues for hunger signals, so make it as easy as possible for your team to stay hydrated.
• Customisation for dietary needs: Plant-based catering is naturally inclusive, but it’s essential to check for allergies and preferences. Here at Rose Catering, for example, we take the time to understand each crew member’s specific nutritional needs (and foods to avoid) so that every crew member has food that is safe for them to eat.

Can You Make Plant-Based Catering Work?

Transitioning to plant-based menus can raise questions or concerns, especially for teams used to traditional catering. It might be a stretch for many shoots to go plant-based entirely, but there are a few ways you can make some Veganuary-style changes:

1. Education and engagement: Make it about the benefits – to the environment and to the health of the crew, but also be honest about making changes for the sustainability score of the production, too. You can show the team that plant-based options are just as tasty and enjoyable as their meatier counterparts.
2. Menu variety: This is where a good catering partner makes a difference. Our chefs know how to avoid repetition. By rotating dishes and drawing inspiration from global cuisines, our creative chefs will add things like spicy curries, Mediterranean wraps, Asian stir-fries, and classic comfort foods reimagined with plant-based ingredients to the menu, so vegan doesn’t feel like an afterthought.
3. Listen to the crew: While some production missives have to be followed, others are more open to interpretation, and this is an excellent way to make sure that everyone working on set feels like they are part of the decision-making. Listen to what they have to say about the meals they are eating, and ensure the feedback reaches the catering company as well.

Why Rose Catering is the Best Choice for TV & Film Productions

When it comes to delivering exceptional plant-based catering for film and TV, Rose Catering is unrivalled. We aren’t just talking the talk; we are walking the walk every day on set. We have:

• Industry Expertise: Rose Catering has more than 30 years of experience, specialising in the unique demands of production environments. We understand that every production needs flexible service, rapid turnaround, and menus that keep energy high without compromising on taste or nutrition.
• Custom Solutions: With that being said, we also know that every production is different. Our production liaison teams collaborate with the chefs on the ground and the production team to ensure a bespoke experience that reflects dietary preferences and needs, without compromising on the shooting schedule.
• Sustainability Leadership: With a commitment to local sourcing, seasonal produce, and minimal waste, Rose Catering helps productions meet their sustainability goals and demonstrate environmental responsibility. Our sustainability policy is designed to hold us to a higher standard, aligning us with ALBERT guidelines.
• Proven Results: Take a look at some of the feedback we have received from productions that have partnered with us. Some have reported better morale and improved productivity, and the positive feedback from both cast and crew is one of the main reasons that our partners come back to us again and again.

Why Producers Should Care About Plant-Based Catering

What we have discussed is that Veganuary is more than a trend. In fact, it is part of a growing movement, a catalyst for positive change in the film and TV industry and the wider world.

By choosing to offer more plant-based catering to cast and crew and partnering with experienced, creative caterers like Rose Catering, production teams can support crew wellbeing, reduce their environmental impact, and set an example for others to follow. Whether you’re shooting a blockbuster or an indie short, making the switch this January could be your production’s most impactful decision yet.