Abstract
This study focuses on the development and strategies of the non-profit organization Ethical Vegetarian Alternative (EVA) in Ghent, which is working to spread vegetarianism to improve animal welfare and reduce environmental impact on the livestock industry. In 2009 EVA started a campaign called Donderdag Veggiedag, suggesting a weekly vegetarian day. Although Belgium has a long meat-eating history, EVA's promoting vegetarianism has a good relationship with the Flemish Government in Ghent. We discuss why EVA's work is going well.
EVA has many positive activities, such as vegetarian cooking classes and V-day, in which everyone can easily participate. In addition, EVA approached the Ghent Government to create a good relationship, working with a politician interested in vegetarianism. EVA has a well-balanced view and good strategies for approaching both citizens and government, showing why the organization can succeed.
